Getting the sales team to embrace video
I think one of the other big mistakes I’ve seen with content marketing is a lot of production of content, but less activation of it. So how do you activate it? And I think you really hit that point, the third point, which is around how do you get sales to use it. Because I think we’ve gotten to the point now where sales teams are more familiar with how to use eBooks and other content like that. But I don’t know if they’re there yet with video. I don’t know if you’re seeing that as well.
It’s absolutely right. And there’s two challenges on the sales side of the fence. One is accessing and using that great content that already exists within the organization and what you’re producing. And it’s often as marketers, we don’t think about it as much. We product the content, we put it out on our different channels, and we put it in different places. But we just assume the sales team can find it out there. But they don’t. Maybe they’ll scour around your YouTube channel hoping to find it. But generally they don’t. And so that is one issue.
One of the things I’m excited about these days is making it really easy for people in sales to actually create videos. And I know that might scare a lot of people listening. I often get that reaction, No way I’m allowing my sales people to create video content. But I’m not talking about creating some big brand video. I’m talking about a sales rep being able to record themselves in front of a camera, personally giving a message to somebody, no different from how they write an email, but instead of writing it out in three paragraphs, record yourself, say it, bring a personality to it, and then send that video to somebody. It’s kind of like a video message or a video greeting.
And once you learn how to do it, it’s so easy and it’s so effective, but it’s kind of crossing that chasm of making it simple for people, making them comfortable in front of the camera. But once they do, man, I tell you, some of the reps that we have and that I’ve heard out there who use those little selfie videos, it’s so, so effective, and I think the opportunity is immense there.
What we’ve learned is when we do live videos for a demo or a sales call, those deals close at a higher percentage than when we don’t. And then number two, our team has used your product to create their own videos and send them out, sometimes in prospecting, but for other reasons, too. And the engagement and the open rates on those are significantly higher.
Yeah. It brings personality and emotion back to that process. We’ve lost a lot of that as organizations. You go back 10, 15 years and selling and marketing were all about establishing emotional connections and relationships with people. But we don’t make a visual and audible connection with people. It’s too rare now.
It’s always been an important part of the buying process. We buy largely based on emotion. We buy from organizations as much because of why they do what they do, and the relationships we’ve built with people there, as much as the features, and specs, and speeds and feeds. I think video just kind of goes back to being able to unlock that personality and that ability for us to actually see people again.