“The whole purpose of this video thing is that they can hear you, see you, and know you before you’ve ever even heard, seen, or known them.” – Marcus Sheridan in today’s Tip 932
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Marcus Sheridan. Marcus is a digital sales and marketing pioneer who has been featured in The New York Times as a “web marketing guru,” and Forbes named him one of 20 “Speakers You Don’t Want to Miss”. He is the author of They Ask, You Answer and The Visual Sale. Here he is:
Marcus Sheridan: Seven types of videos that literally if you just do these things, it’s going to have a dramatic impact on your sales and marketing process and you’re going to rock and roll. Here we go.
Number one. What we call the 80 percent video. Now we have another video that explains this. But in short, the 80 percent video is used by your sales team and it addresses the 80 percent of questions that they get on every single sales call because they’re tired of answering these same questions over and over again. It’s magical. You send it out before the sales call and it has a dramatic impact. It’s called the 80 percent video. That’s number one.
Number two. Employee bio videos. Of course, the whole purpose of this video thing is that they can hear you, see you, and know you before you’ve ever even heard, seen, or known them. That’s the idea. And so the question is, when it comes to your team and your employees, can they know them before they actually meet them in real life? Or to do this, you can simply create a bio video for each person on your staff, especially those that are customer-facing. It doesn’t have to be long, 60, 90 seconds. What they do at the company maybe what they do when they’re not the office. Something personal just gives them a sense for who they are. Now, here’s the cool part about this. You take these bio videos and you integrate them into your emails signature. And what’s so cool about this is if you track how many people will open and watch those bio videos that are in your email signature, you’re literally going to be amazed. Very few companies take advantage of this simple marketing opportunity. So make sure you create those bio videos and get them in those email signatures.
Number four. Landing pages. Yes. Any page that has a form that someone can fill out on your website should have a video. Think about it. When somebody is getting ready to fill out a form, if you’re getting ready to fill out a form immediately, you have doubts, concerns, worries. And this is why people don’t fill out that form. And so anything that you and I as businesses can do to increase that trust is a very good thing. And so that’s why we want to create a video that explains what’s going to happen if they fill out that form, it can resolve any of those concerns. And studies have shown again and again that you can have an over 80 percent increase in conversions if you simply put a video on each landing page.
Number five, and this is one that almost no one does. You see, everybody says who they are and what they do, but almost no companies say what they’re not and who they’re not a good fit for. And that’s why if you create a video that says who you’re not a good fit for, believe it or not, for those that you are a good fit for, you’re going to become dramatically more attractive to those potential customers. And they’re going to say, “My goodness, this company really is different.” And that is the idea that we stand out. And so be willing to talk about openly and honestly who you’re not a good fit for.
Number six. Social proof videos. We’ve all got testimonials at this point on our websites. At least we should. But just having a little quote isn’t enough. Just having a little quote and maybe a name isn’t enough either. We want to have the quote, the name, the title and a video of that person discussing their journey. With you and your business and ideally you’ve got multiple sometimes companies say to us an impact, I don’t know if our customers are going to want to give us testimonial videos. No, they do. Trust me, if you have done great work for them, they want to spread the word that you are a great organization.
And finally, number seven, the claims we make and you see what’s that all about, Marcus? Well, OK, think about it for a second. How many claims do you make about your business that everybody else also makes? In other words, it’s our people that make us different or we give the best service or we have the best quality. All those things are fine, but words aren’t enough because if you’re saying it, your competitors are probably also saying it. If everybody in an industry is saying it, it’s just noise to the marketplace until you show the thing. And so make a list of the claims that you make and ask yourself, how many of these have we physically shown to the marketplace? How many have we create a video that fully explains it so they can visualize the claim that we’re making?
And so there you have folks, seven types of videos that will fill your pipeline in your editorial calendar for the next year, at least.
Scott Ingram: As you may have already guessed there’s a video version of this tip at DailySales.Tips/932 there you’ll also find links to Impact+ where Marcus offers free sales and marketing training.
Once you’ve checked out all of that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!