Get More Qualified Leads with a Personalized Sales Video
As someone who has recorded over 700 personalized sales videos, Myriah Anderson, Manager of Demand Generation at IMPACT, knows her way around video sales pitches. Speaking at the INBOUND 2020 conference, she opens up about a few tips and tricks she picked up along the way, and we’re going to unpack some of them for you to try on your next sales pitch.
Why personalized sales videos?
We’re always overwhelmed by the massive amounts of sales pitches clotting our emails. And all of them sound sort of the same. If you’re working in marketing, especially, you’ll be well-versed in all the possible sales pitches and approaches marketers test to get to you.
However, personalized sales video is relatively new and fresh. It also feels more authentic as your prospect gets to see your face and first-time impression.
Also, in time of virtual communication, this is the best way to let the prospect know you “face-to-face” before you engage them with your sales offering.
How does it work?
There are two types of personalized sales videos: a “one-to-one” and “one-to-many.” A “one-to-one” video is recorded for that one single prospect you want to reach, and it feels even that more “personal.” The “one-to-many” video is usually recorded for an automated email. The video is generally relatively short and serves as a quick introduction to you and what you would like to discuss in the actual call.
1. Getting started
For the best results, try putting as little effort into the production of the video as possible. The more you think about a script or all the points you would like to make, the more rehearsed and plotted the video will sound. Remember, you’re not a show presenter or a movie star – this video should come across as a message to a friend. Try recording a video on your laptop’s webcam or even on your phone in a selfie-mode.
2. Keep it short
A good video is 60-90 seconds long. When your prospect takes time to watch your video, you don’t want to waste it. Try recording your pitch a couple of times and see how long you’re going to get to.
Over 90 seconds? Try thinking about how you can trim some of the fat. Be aware of filler words you might be using or some unnecessary pauses. The best practice is to record the video in one go.
3. Write a good copy
Now that you put all this effort into recording your video, you want to make sure that it gets watched and converts. So you need to write a good copy around it.
Think of the subject line first. This is the first hook to getting the attention of your prospect. Mention the word “video” in the subject line to suggest that there’s something beyond a simple sales pitch in your email.
The rest of the copy should complement the message in the video. Don’t just re-write the content of the video into the text form. There must be an incentive to view it. Write a paragraph about the message you want to convey, say you want them to watch the video and finish off with a few bullet points about the video’s content.
4. Add a personal touch
Myriah suggests to include a personal touch beyond the name of the person you’re trying to reach. Yes, mention their name in the video. Perhaps, add their name in the thumbnail – try writing it on a simple piece of paper.
But know your audience. Try not to include too much personal information about the person in your video. In Europe, this kind of message might deter your prospects. The rules of personal data are quite strict, and showing some of their social information (even though it is public) in a video recording might seem suspicious if not concerning to someone.
5. Entice to learn more
Include a call to action in your video. What would you like your prospect to do after they watch the video & finish reading the email? Include that call-to-action at the bottom of the email.
6. Tools of the trade
Now you know that you should create video content for your sales email. And you also know that you should use your laptop or your phone to do so. But how do you attach it to the email? Many tools help you do that.
Loom – a useful tool for video marketing and many customer service teams around the world. This tool allows you to record a video and share it with a link or embed it.
Wistia – record and share a video in the email. This tool also has a state of the art video management system, detailed analytics, and an easy option to embed a video into the email.
CloudApp – this tool allows you to record your video and add it as a link to the email.
Use a personalized video in your next sales email to wow your prospect and to make sure that your email doesn’t simply get skimmed. A personalized video draws attention to your key points and helps the lead to get to “know you face-to-face”.
Make sure to create actionable content, but don’t overthink or overproduce your video – you want to appear as genuine as possible.
And remember to iterate. Compare how a text email performs against an email with a video. This way you’ll know it’s working for sure.