Remote work is the new normal in today’s world. Experts predict that even after the pandemic, remote selling is here to stay. This change means that it’s become more difficult than ever for sales reps to get a prospect’s attention, resulting in the methods they use to sell and attract new business needing to change as well. Now is the time for salespeople to take advantage and use personalized sales video messaging to keep their sales pipeline full.
It’s no secret that the sales team at LeadIQ loves using video to sell and reach prospects. Especially on LinkedIn, we’ve been killing it with engagements with prospects over video. Video can be a serious gateway to start conversations with people, and a really fun tool to use to prospect.
There are two main functions that sales videos serve. First, it’s a value prop you can send to prospects over cold email to get a meeting. Secondly, it’s something of value you can share on social media to reach many prospects at once. Creating videos can help your sales team stay in touch with current customers, show that they care during this uncertain time, and reach new prospects in a more personalized matter.
Introducing The New LinkedIn Live Video
Live videos provide a way for people to connect and engage in a more personable, scalable, and entirely digital way. According to LinkedIn reports, LinkedIn Live videos get on average 24 times more comments and 7 times more reactions than native videos produced by the same brand. Going live on LinkedIn brings a ton of positives, from community-building to brand awareness.
Some facts and best practices for the LinkedIn Live feature:
- Your LinkedIn followers will be notified every time you go live. This is a great way to reach your community and increase your exposure on the platform.
- You can not use pre-recorded content. All streams should be happening in real time.
- You should stream for longer than 10 minutes. Streams shorter than 10-15 minutes don’t allow your audience enough time to grow and interact.
- You should not go live more than once per day. Your connections will be notified when you go live, so don’t overload them with notifications.
- Choose relevant topics to your audience.
- Don’t just present for 10 minutes; take time to also engage with your viewers. One of the main purposes of LinkedIn Live is to make the experience interactive.
Using Video for Prospecting
Sales videos allow prospects to immediately bond with your sales rep, because they feel like they are getting a real-life first impression. A live video allows the viewer to interact more fully with the presenter through facial expressions and other personality pointers, leading to a more organic feeling introduction than a voice-only or email conversation.
Kate Misiorski, Account Executive at LeadIQ, shares,
“Video prospecting is great because you can show your creativity, differentiate yourself from other salespeople, be hyper personalized and show your product rather than writing a value prop.”
Here is an example of a video Kate has sent to a prospect or two that isn’t entirely personalized to one single persona, but still a personalized prospecting video.
Here is yet another example of a video Kate has sent to a prospect that is personalized for one specific person. This type of effort demonstrates that you really value your prospect, by going above and beyond and making it clear that they’re not just an email on a list.
Posting Videos on LinkedIn
Video is the most engaging type of content you can post. Like personalized prospecting videos, posting videos on LinkedIn gives the same type of natural and more connected feeling for the viewer. LinkedIn videos have the potential to help you become an influencer in your field and get the most ROI from your LinkedIn content.
Educational and inspirational videos get the most engagement. Using LinkedIn videos to share your experiences and lessons you’ve learned will be the most valuable for your following. Offering value gets people interested in working with you.
Ryan O’Hara, VP of Growth and Marketing at LeadIQ, shares [when sending videos directly to prospects],
“Everyone is sending video now for prospecting. You need to make yourself the differentiator. Put your personality into the video, don’t use business words, and be human. You’ll be surprised with the results.”
Here’s an example of an educational video Ryan recently posted on LinkedIn that is relevant to his followers and target audience.
5 Video Best Practices
Here are a few things you can do to improve the quality of your sales videos.
Optimize Your Setup
There are a few things to know about filming techniques before recording your video for LinkedIn, such as your background and lighting. Hootsuite recommends taking the following factors into consideration:
- Lighting: Choose a well-lighted place. Natural light is often best, but artificial light can work in a pinch—just look out for shadows.
- Camera position: Take a test video, and adjust the tripod or add or remove a few books under the camera setup as needed.
- Camera: If recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear cam. Use a tripod or makeshift mount to keep the camera steady.
- Background: Avoid a cluttered or distracting background. Also, if you’re shooting in an office environment, make sure confidential materials and other brand logos are tucked away. You don’t want to inadvertently endorse another brand on your company’s behalf.
- Body language: Psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given through words, and 38 percent through tone. Look directly at the camera, smile, and breathe naturally.
Keep Videos Short
LinkedIn allows you to post videos up to 10 minutes long. However, you should keep your videos as short as possible. Around 2-3 minutes is the sweet spot. LinkedIn users are busy professionals, so get right to the point and keep your message concise.
Make It Personal
Video enables you to let your personality shine and for you to form personal connections with your viewers. While it’s helpful to have a script handy that covers basic guidelines for what you want to cover, don’t feel obligated to rigidly adhere to it. Leave some room for improvisation, allowing your natural self to flow through. This relaxed posture will register with viewers, and also save you the time you’d spend treating the performance as an acting gig.
Put Key Information In the Beginning
LinkedIn research shows that attention that wanes after the first few seconds, and will typically drop off after the 10 second mark. Therefore, you should plan to share your message or show your audience what you want them to see early on in the broadcast.
Using video in your prospecting is a great way to connect on a more personable level, especially during this new remote era. People crave human interaction. You do not want to appear as a robot behind a screen. Connect with your prospects, be personable, and make your content valuable and engaging. Leave your prospect smiling.