In part 1 of my interview with Video Brand Ambassador, Doug Lehman about why using video helps drive sales opportunities, he shared 3 primary reasons why salespeople need to incorporate video into their social selling stack. Those reasons are:
-Use video to educate, demonstrate your credibility and expertise, provide social proof and promote your products and services. When buyers are doing their solutions research, they turn to video for quick, informative answers to their questions.
-Reduce travel costs and other expenses. Unlike back in the day, sales interactions don’t always happen face-to-face, which explains the rapid growth of video technology being used in sales and marketing and incorporated into CRM processes.
-A sales video can be used as follow up after a sales call or meeting. Guaranteed to be more engaging than a static follow-up email.
Bonus reason: Video is great for capturing user-generated content (UGC), referrals and testimonials that build on the social proof that buyers consider during the decision making process.
Now in part 2 of my interview with Doug, you learn about the common mistakes people make with video, the best platforms to host your video content and tips for building your audience.
BG: What are examples of common mistakes that people make when getting into video?
DL: Not having a video plan is a major mistake. Producing video that does not provide any value to the viewer is a major flaw. Video that is not watchable will not engage, inspire or influence the buyer. Video context is just as important as video content. Attention is a must when leveraging video in sales. Your message should be concise and direct. Does your sales video resonate with your sales audience? Ask for feedback and test.
Video production must be watchable, shareable and findable. Make sure your lighting and audio quality is up to par. Nobody wants to watch a video that is poorly lit or contains poor audio quality. Make sure your test both in pre-production.
Not leveraging Video SEO Metadata while hosting video or using social channels to engage and promote can be a huge mistake. Hosting video on your website, blog or LinkedIn profile needs to include, the correct title, description, keywords and tags to be for effective to be found in search.
BG: Is YouTube the best place to host your videos?
DL: Hosting videos on YouTube has its advantages and disadvantages. YouTube is easy to upload and use. The reach on YouTube is awesome. YouTube is the second largest search engine in the world and is owned by Google. If you are looking for extended reach, YouTube is great. Privacy and specialized content sharing with YouTube has it’s disadvantages. Other hosting video platforms like Vimeo, Wistia, Vidyard – to name a few – are great options. All have pros and cons, on price, reach and privacy. YouTube is great but there are other options to evaluate.
BG: How do you build your audience?
DL: Building your brand audience comes down to defining the characteristics of your ideal buyer, understand what pains they are encountering, so you can craft your messages around what they care about. This is why it is so important that you start with your plan. You need to be clear on about the approach you’ll take and determine how you will deliver value to your targeted buyer. Your content is importance, but message context is just as important.
Remember that numbers are not as important as engagement and conversions to sales opportunities. Videos that deliver value, that are findable and shareable is the starting point. Engage with your video community, respond and share insightful information. Leverage other websites, blogs, and social networks to promote and share content. Video Collaboration with peers and subscribers can go a long way in building your audience. It takes time, work, collaboration and value to build an authentic audience that can lead to measurable results. Positioning your video with the right VSEO, delivering value in your messaging and using the right video sharing platform is necessary for building your audience. But, don’t forget that you can use your video to reach buyers 1-1 in a more engaging way. An engaging video that speaks to the problems you help solve for buyers, yields most positive results than simply attaching a whitepaper for someone to read.
Breaking it down…in Lehman’s terms, as Doug would say.
There is no question that using video as part of your selling process is a compelling way for you, as a salesperson, to stand apart from your competitors. Don’t keep waiting. It’s time to get started!
Make sure you connect with Doug. Talk to him about his services. He can help you get over the getting started hurdles. Reach Doug at: