Cliff Pollan – VisibleGains – Using Video in Sales and Marketing #ims11

  • Today, buyers are 2/3 of the way through the sales process before they ever speak to anyone in your company.
  • Video is a way to tell a story in short fashion.
  • A 1 minute video is worth 1.8 million words.
  • How do you learn? Remember to think about your buyer’s learning style. Make sure to vary your marketing messages.
  • “Online video is second only to word-of-mouth for its ability to influence decision makers” – MarketingSherpa
  • 53x more likely to end up on first page organic search if you have video up on your site.
  • 200-300% higher open and click through rates if you incorporate video into your email marketing.
  • Salesforce can generate 163 view on a video … equivalent to 1 month of sales work
  • Where to Use Video
    • Engage
      • Promote content: email marketing; blog posts
      • Expand a Webinar
        • Adding video to webinar promo — 2x click thru rate; 4x increase in signups; 65% increase in highly interested engagement
      • Post a Topic
    • Nurture
      • Provide an Overview
      • Demo an Offering
      • Share a Testimonial
    • Close — Sales Process
      • Make a Connection
      • Send Follow-Ups
      • Submit a Proposal
  • Remember when video comes to the web it can be interactive. If you personalize content, they are more likely to engage.
  • SalesGenie has a personal introduction; talks about what problem they are trying to solve and they have a call to action to get people to engage.
  • Including email in sales process
    • Allows you to track who is watching the video; how long it takes to go to next meeting; and time from video watching to closing the sale.
  • Not difficult to get started – be personally engaging & be yourself.
    • Start with something friendly.
    • You can do great video very inexpensively.