The human aspect of putting a face to the name goes a long way in sales. People are more likely to respond to someone if they’ve seen their face. Because of that, using videos in your sales outreach helps start conversations and increase your response rate.
We typically only do video outreach for prospects who are already familiar with our company. Because of that, a subject line like “Ben from New Breed made you a video” works well, and we like to keep the email’s text simple to frame the video.
Vidyard also lets you include a CTA or scheduling link in the video, so someone could directly schedule an assessment or book a meeting through the video itself in addition to being able to respond via email to continue the conversation.
Types of Videos
Whiteboard videos are introductory videos that are similar to leaving a voicemail in terms of where they fall in the sales outreach process. To make one, write the prospect’s name on a whiteboard and introduce yourself, mention a recent conversion point and establish yourself as a resource.
These videos are 30–45 seconds long, but having the handwritten whiteboard greeting proves that you put in some effort to create something custom. It’s like sending a handwritten note instead of a templated email.
An assessment video is a two- or three-minute screen recording of the prospect’s website. We’ll navigate through parts of their site and run through a couple of suggestions for content strategy, website segmentation or any other pain point we can help them address.
Assessment videos help immediately add value for the buyer by offering them some recommendations to act on while also proving that we know what we’re talking about and can help them with their challenge.
Proposal videos allow you to retain control of how your message is framed as it’s passed throughout the company.
More often than not, you’re talking to a champion of a sale, and they need to deliver your proposal to a decision maker. Using a video for this allows you to guarantee that your message is being delivered the way you want as it’s passed on to the final decision maker.
Advice for Getting Started
1. Just go for it.
Early on, it can be a little uncomfortable to put a video together, but once you get over that, Vidyard can be a really useful tool. At first, it might feel silly talking to a computer when making a video to introduce yourself, but I find it helpful to keep in mind that they could respond and in that way, it is like talking to another person.
2. Leave in some of the human elements.
Your video doesn’t have to be perfect to be effective. If you mess up really bad, definitely start over. For example, I’ve forgotten company names when recording before, so I obviously wouldn’t send that take of a video. But allowing the viewer to watch you talk through what you’re trying to say is advantageous for showcasing the personality behind the video. I try not to do more than one take.
3. Don’t use a script.
I try not to use a script in any part of the sales process, but with video, scripts are especially important to avoid. People can tell when you’re reciting a script and it comes off as really disingenuous. I just talk to the person I’m conversing with, reference the things they seem to be interested in and tailor my talk track to those subjects.
How to Implement GoVideo Within Your Company
The best way to implement Vidyard GoVideo is to have one person act as an early adopter, try it out and have success with the tool — and then allow them to sell it to the rest of the team and foster peer-to-peer adoption.
When we rolled out GoVideo, Pat Buono tested it out for about a week and then started promoting it to everyone else. Having one success story helped motivate everyone else for adoption. Then it was rolled out to the entire team and gained traction. Once it gained some traction, we set a goal during a weekly meeting to make three videos that week, which was an effective strategy to get everyone more comfortable with the tool.
In terms of deciding when to use video, it’s like everything else you do where you have to weigh what’s the most effective use of time. Video isn’t the most effective strategy for someone who isn’t opening your emails, but if you’re trying to get someone on the phone and struggling to find a number for them, sending a video can be a really beneficial introductory tool to establish voice contact.
Another thing that’s helped me use videos successfully is the built-in analytics tools through Vidyard. Vidyard tracks different views, so even if I don’t get a response, I can see that my video is being viewed.
I can use that information to follow up, sending an email saying “Hey, it looked like you watched my video. I’m curious to know what you thought.”
Additionally, I’ll get notifications of how much of the video someone watches, so if someone only watches part of the video, I can pull a screenshot of the notification and personalize a follow-up email including it.
Using the analytics to send personalized follow-ups shows that you’re paying attention and aren’t just robotically firing off videos.
Vidyard GoVideo is a cool tool that will work.
My advice to people starting out is similar to the advice Vidyard gave us: Just be yourself and be normal. Don’t use a script. You can pretend like you’re leaving a voicemail if that helps.
Putting the videos together and crafting the email only takes a few minutes, and compared to the time it takes to track down a phone number and navigate a directory to make a call, a video is much more efficient.