We recently shared a blog on the seven selling components of making video content that sells. However, you were probably left wondering how to make a culture of video marketing within your organization.
These five steps below can take your company from resistance to a culture where everyone is using video as part of their daily sales & marketing function. The sales team will be using videos every single day and everyone in your team is creating video with enthusiasm.
1. Buy-in is everything
The no. 1 email I receive, is coming from marketers stating, ‘I cannot get buy-in from the rest of my team.’ Instead of just saying ‘we need video’, you need educate the management and sales team.
The shift means getting everyone together in the same room and teach them through a workshop to get the what, the how and the why.
2. Always start with SALES as the greatest results are always found when sales are the priority
When you pitch the idea of video to your company, pitch it as sales tool, not a marketing initiative. Start thinking about it in terms of sales and how the sales team will use it.
Let’s say we create the 80% video that the salesperson can send to potential prospects. It’s a great way to get prospects further down the sales funnel before you have a sales call with a new potential client.
3. Teach the Sales team how to integrate Video into the Sales Process
Your sales team isn’t going to understand how to integrate video into the sales process automatically. So unless you train your sales team on how to use video, you aren’t going to get them on board.
If this is not a skill set anybody possesses in your company you might like to consider one of our Video marketing workshops to educate your teams.
4. Obsess over answering your prospects and customers questions with video
As a buyer, there are five things we want to know:
· What is and what’s driving the Cost/Price up and down?
· What are the Problems/Negatives with buying the product or service?
· How does the product Vs/Comparisons to others in the market?
· What do others say in Reviews/Testimonials?
· Are we getting the best product at the best deal?
What percentage of the content your company has produced relates to these five things? We must not overcomplicate the video process and should challenge your business to create 75-80% of content that is aligned with these five things. Address problems that the buyers want to know, it’s that simple.
5. Hire an in-house videographer
Until you have someone in-house that is responsible for producing videos, videos will remain that thing you need but never get done. They can get to know you and your brand, there in real-time and ready to go at any moment.
Most importantly, it’s cheaper. At 2 videos a week, 100 videos a year, it’s much cheaper to insource than it is outsourcing video production once you have your strategy worked out.
CONCLUSION
Prospects. Customers. Leads. Sponsors. Investors. You name it. They must see you before you see them. They must hear from you before you hear them. They must know you before you know them.
Video is the vehicle of trust which will always be with us. By creating a culture of video marketing, you can put yourself ahead in the sales funnel, getting into prospects hands before you know they exist.
Want to find out more about creating a culture of video marketing for your company?
Then you might like to consider booking one of our Video marketing strategy workshops