“[Consumers]….lean in and evaluate how and where they will spend their money by reading consumer reviews, reviewing websites, viewing images, watching videos and tapping into their social networks for ideas and recommendations” (Abid Chaudhry, senior director of industry strategy and insight, BIA/Kelsey). As Chaudhry points out, online tools have made it possible for people to essentially become their own salespeople. According to a CEB whitepaper, customers are typically 57% through the sales process by the time they’re in contact with a salesperson. So don’t be afraid to get your product demo out there—salespeople may no longer be the gatekeepers of such knowledge, but now they can use analytics and data to target their audience on a more granular scale. This is where social media can play a big part…
DISCLAIMER: I am not recommending you to post a video demo on every social media site you’re on just for the sake of doing it!
Before you launch your video demo into cyberspace, you’re going to need to target your audience. Social networks are a gold mine of information for sales and marketing. Especially with access to free analytics on LinkedIn, Twitter and Facebook, you can tailor your target audience to a pretty specific level; what demographics are talking about what products, when and why they’re talking about them. Here’s a great example of leveraging social media with a product demo:
This prospect reached out to a HubSpot marketer via Twitter to get a HubSpot demo. Clearly, HubSpot has done a good job of finding its target audience; not only have they placed themselves in front of a prospect, but they have monitored that prospect’s activity in order to help them talk to prospects the moment they want more. I’m going to take a wild guess and say HubSpot used its own HubSpot social monitoring tools…however some other examples of free social monitoring tools include HootSuite, TweetReach, Klout and Tweetdeck. When the prospect inquires about getting a demo, HubSpot quickly responds with a link to a landing page with a free demo. In order to watch the demo, she’ll need to give her contact information – changing her from a visitor to a known prospect.
Social media is all about the HERE and NOW; timing is key. If you properly monitor and manage these platforms, prospects like this may no longer slip through the cracks.
I think of the HubSpot example above as a very low-key, personal instance of leveraging social media with your product demo. So what’s the opposite of that? You’ve seen ‘em, you’ve laughed at ‘em, you’ve shared ‘em – viral videos. Viral videos aren’t for every company, but they’re certainly effective. One of the first viral videos was spread through e-mail in…1996! The “Dancing Baby” video attempt at CGI animation. In case you missed it: