Personalized video is the next best way to connect when you cannot meet in person.
However, even using the best technology won’t help you attract customers if you’re not authentic and willing to understand their problems and help them before they buy from you.
The question is, “How do you effectively engage viewers with personalized video and then get them to take the next action step that you choose?”
The answer is two-fold:
Build your Confidence for Being on Video
At Vaetas, we discovered that the biggest obstacle to using video for prospecting and business development is that people lack confidence when being on video.
If you dread being on video, you’re not alone. Most people do and being on video ranks up there with the fear of public speaking, often cited as the #1 fear worldwide, above even death.
It’s amazing, that as professionals, we can get on the phone or craft a compelling email message to reach out to prospects and customers on a daily basis.
However, when that red recording light goes on, we feel every imperfection we think we have is getting major exposure; and we’re not sure what to say or how to say it.
Then we get tongue-tied and sometimes even break into a cold sweat! This is a real challenge even though our imaginations are amplifying our fears.
The truth is, most viewers care more about how you can help them and not about how you look or sound on video.
When you connect with people through a personalized video message, they’re getting to know you from the very first touch…and this is the beginning of building the trust necessary to turn them into customers.
Simple 7-step structure that helps to increase engagement and response rate!
Takeaway: Remember to have only one topic and one call-to-action per video.
Takeaway: Do the research so they feel that you’re talking specifically to them in your personalized video. This answers their first question, “Why is this person contacting me?
Takeaway: This adds to your credibility at the beginning of the video and keeps them watching. Telling them who you are answers their next question, “Who is this person?
Takeaway: Make them feel that you took the time to discover and understand what’s important to them. This separates you from your competition and is the first level of building trust.
Takeaway: Tells the viewer the next-step in furthering the relationship. Opening your email and getting them to watch your video is the first two conversions. This is the third-level of conversion that establishes the true first connection.
Takeaway: A call-to-action increases your chances of turning a cold prospect into a lead if you’re authentic and followed the previous steps.
Takeaway: Timely follow-up builds credibility and trust with your prospects. Treat everyone like they matter because they do!
Takeaway: Remember to tie your subject line into your email’s message or you’ll lose credibility. Arousing curiosity skyrockets your email’s open rate. Couple that with genuinely helping them to solve a real problem leads to sales.
Recording Personalized Videos Checklist
Don’t write and then read a script to record your video. It’ll make you sound mechanical. Instead use a list of talking points in the following sequence. Don’t try to wing it. Rather, list the details as your talking point bullets.
Talking Points
Talking Points Example:
To: David Bower | VP Sales | Acme Corporation
From: Vito Santoro | Co-Founder | Vaetas, LLC | We specialize in easy-to-use call-to-action video technology.
Problem: Sales cold-calling/outreach on LinkedIn is no longer producing leads at a satisfactory rate for their company.
Solution: Help them increase conversions on LinkedIn using call-to-action videos
Next Step: Set up demo at his convenience
Call to Action: Email me back a date and time to schedule the demo
This is an example of how to articulate the talking points in a video recording:
Hello David, my name is Vito Santoro and I’m a Vaetas Co-Founder. We specialize in easy-to-use call-to-action video technology. As the VP of Sales for Acme Corporation, you’re aware that prospecting on LinkedIn is essential to driving new business for B2B companies. However, the conversions can be challenging. We’ve found that using personalized call to action videos has increased our cold LinkedIn response rate by 38%. At your convenience, I’d like to schedule a short demo to show you how. Please email me back a day and time that works for your schedule. Thank you.
Accountability Buddy Activity – Make this Fun!
Goal: Select a person who has a similar interest in recording personalized videos, or just wants to help you. Use the instructions and send each other video emails. Then record a feedback video to critique and offer suggestions on how to improve your/each other’s on-camera presence and message. Sending these critique videos help you to practice becoming confident on video.
This activity helps you in two ways:
Conclusion
To compete in 2019 and beyond, you need to build a personal brand that communicates your authenticity and ability to help others. Video content posted on the Internet will exceed 80% worldwide by 2020, (85% in the US). If you do not begin incorporating video into your marketing, sales and customer retention programs, it will be difficult to compete.
We hope this article is helpful and encourages you to begin incorporating personalized video into your business development process. It you have any questions, feel free to contact us.
To your continued success,
The Vaetas Team