Video as a Sales Tool: Step 1 – Engage Your Audience

How to make video a staple in your sales process

Did you think that video content was just a marketing tool? If you are a salesperson you will be glad to know that video attracts 300% more traffic than any other form of advertisement. From increasing engagement to building stronger relationships, video is a staple you need in your sales process.

There’s no denying that video is one of the best tools to achieve sales goals. Regardless of the stage of the sales process, from raising awareness to up-selling products to your current clients, video will be your best ally.

Through this article series, we will outline why you should implement video in your sales strategy ASAP.

Let’s start with Step 1: Engaging Your Audience.

Video Advertising with Social Media

Grabbing the attention of our audience can be one of the most difficult parts of the sales process. In an ultra-saturated market, users don’t spend more than three seconds deciding whether they are interested in a specific piece of content or not.

This is where video comes into play.

Interactions with branded video content have increased by 99% on YouTube and 258% on Facebook. A video shared on Twitter is 6x more likely to be retweeted than a photo.

It is becoming increasingly obvious in the current digital landscape that social media is one of the most powerful tools to reach your audience. However, as the above stats suggest, not all forms of content utilise the true power of social media. Video marketing is on the rise due to its unprecedented success in maximising conversions and goals and should be be an integral part of any marketing campaign in 2019.

If you are thinking about launching a video-based social media campaign and need some help and guidance, take a look at our top tips below:

Facebook Video Campaigns:

The first platform that comes to mind when thinking about social media is Facebook. With the largest audience of any other social network, Facebook generates over 8 billion video views on average per day. Posting a video on Facebook increases post reach by 135% when compared with text or image.

These stats are staggering! It’s no surprise that most companies opt for this social network to run their campaigns.

facebook video advertising campaigns
facebook video advertising campaigns

LinkedIn Video Campaigns:

Is your company offering a B2B product or service? If your answer is yes, LinkedIn is waiting for you.

Video campaigns on this social network are one of the best ways to reach professional profiles with LinkedIn videos generating more than 300 million impressions per year.

Aside from an LinkedIn’s impressive reach, one of it’s biggest pros is that you can target your audience based on professional attributes, highly increasing your chances to impact the right users.

The best way to optimise your LinkedIn campaigns is to split test your adverts using different length videos of the same content. 10-second snippets will engage your audience and raise awareness, whilst longer videos will provide more detailed information.

Twitter Video Campaigns:

Perhaps the least obvious choice for video advertising is Twitter. However, researches have shown that video posts on Twitter are x2 more memorable than in other social networks and up to 82% of Twitter users watch video content. Being the cheapest social media platform for paid adverts, it is definitely worth looking into as an addition using other platforms.

twitter video advertising campaigns
twitter video advertising campaigns

To help companies to engage with their audiences, Twitter have shared their research findings which show that short videos, without music but with text and based on topical content are much more likely to be watched start to finish.

Instagram Video Campaigns:

Last but not least, Instagram has become the jewel in the crown of social media advertising. Having over 2 billion monthly active users, Instagram has a highly effective weapon to engage with their audience: Instagram stories ads. Used by over 500 million users every day.

 Linkedin Video advertising campaigns
Linkedin Video advertising campaigns

Key tip: Users scroll fast through their feeds and click quickly through Instagram stories. Make the first second of your video count. Try to grip your audience from the very first moment with movement and text.

“If the first few seconds are so subtle that it appears to be an image, they’ll scroll right by without realising they missed anything” Natasha Courtenay-Smith, CEO of Bolt Digital.

Summary

Social media video campaigns are a great integration to your sales process. As you have seen, there are a range of social networks to choose from just waiting for boost your campaign efforts. At this stage it is important to think about your company goals and your sales strategy to find the best media to run your campaign.

The choice is yours!

If you want to keep learning about making video a staple in your sales process don’t miss our next article in this 5-article series: Step 2 – How to generate sales-ready leads.

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