Using Video to Sell – What every B2B Marketer Must Know

According to MarketingSherpa, word of mouth is the most important influencer in buying decisions. The second most important decision influencer? Online video. This should come as no surprise. Over the past several years, there has been an explosion of video content on the web - and B2B marketers have taken notice. At a time when most budgets are being cut, the marketing spend on web video continues to grow. Why? Web video is simply the most effective method for communicating your sales message to the widest possible audience.

Online video is one of the tools Sales Engine International uses to help create awareness and nurture leads for our clients. Here are a few lessons we have learned:

  1. Create video content for prospects in all phases of your buying cycle. Creating a video with a "buy now" sales message will only resonate with a small part of your prospect base - those who are "sales ready". Most prospects need to engaged and nurtured over time. Rather than creating one video than hammers home your value proposition consider making several smaller content pieces that address the different phases in your buying process. We've learned this is critical step in keeping top of mind awareness for our clients.
  2. Be interesting. You have about six seconds to capture the interest of your viewer. There's no time for feature dumps or product tutorials. You may have the greatest solution in the world - but if you don't grab the viewer quickly - your message will never be heard. At Sales Engine, we call this creating a "punch in the nose".
  3. You can't make a "viral video". The dream of most marketers is to create a video that goes viral. Unfortunately, B2B marketers who set out to create a "viral video" will almost certainly fail. Viral is what happens after the video is created. Although you can take actions to help spread your video - like posting it to You Tube and social networking sites - you cannot guarantee it will go viral.

Online video should play a major role in your marketing strategy. Our clients have learned its effectiveness with prospects in all phases of the buying cycle.

Sales Engine International is a Sales 2.0 marketing and sales performance organization. Clients come to us for innovative solutions to their sales revenue challenges. Thank you for watching this spotlight