Inside the Sellers Studio: Using Video to Generate Awareness and Brand Recognition
July 16, 2019
In our first segment of Inside the Sellers Studio we discussed how valuable video can be in establishing connections between buyers and sellers. With video, sales professionals can leverage modern technology to create authentic and human connections with prospects and customers. Beyond just helping salespeople connect, video can also add value along the entire sales cycle from beginning to end. One of the most meaningful ways video can add value in the sales process is in driving awareness, recognition, and interest in your products and services.
Standing Out from the Crowded
In LinkedIn’s latest State of Sales Report, 97% of sales professionals consider sales technology as “very important” or “important”. It is clear that technologies such as networking platforms and increased access to information have changed the B2B sales landscape. Using collaboration tools and sharing information through either networking platforms or enterprise communications are now table stakes for many sales professionals. Because of this, a sales professional in the modern age looks and behaves very different than their counterpart even a decade ago. However, this also means that buyers have access to and are often bombarded with an overwhelming amount of information. For many companies, it is increasingly difficult to stand out from the crowd. Having a strategy in order to garner interest and drive awareness for your products and services is increasingly critical as a successful differentiator.
Telling your Story with Video
It is estimated that by 2020, 80% of internet traffic will be video, it is clear that video is a critical tool in reaching the right audience and driving awareness of your brand’s existence and value. With video, you can show potential customers who you are as a company and more importantly what solutions you bring to the table to solve their most challenging problems in an authentic and engaging way. Studies show that viewers retain 95% of the content in a video versus just 10% in text; using video to share the story of your company to increase awareness at the top of the funnel is a fantastic way to stand out amongst your competitors and make a memorable impression. At the end of the day, even though technology has changed the way we communicate, people still buy from people, having a face to the brand and a human connection to your company goes a long way in keeping your prospects engaged and interested in what you have to offer.
Inside the Sellers Studio: Awareness
Today, we are sitting down with Melissa De Coster, Creative Services Manager at Shootsta Australia, a company dedicated to empowering companies to create high quality video content at scale. She shares with us her experiences on how video has enabled her company to raise their level of brand awareness and generate authentic interest in their products and services. In addition, she provides some helpful advice on what the key things are to be aware of when you create your own sales videos.
Interested in learning more about videos in the selling process? Check out the first video in our series to learn more about how valuable videos can be at connecting buyers and sellers.
Feeling inspired to create your own videos? We’ve also created a handbook for the video selling era to help you and your sales teams build the skills to create your own videos.
- The different ways that video can contribute to sales, from one-to-one introductory messages to how-to videos and answers to common questions
- The optimum length for video at different stages of the sales journey
- Simple ideas for creating on-brand videos that are still authentic and natural
- The handful of gadgets that can help create professional quality videos without a complicated editing suite
- Strategies for distributing video to maximize impact – and avoid bombarding your audience