People are more receptive to video than longer-form content
Video is quite an effective medium for increasing sales. All over the world, it’s the use of video in marketing that is being discussed — and for good reason. Making video content is cheaper and quicker than ever before. For these reasons and many more, video has also become how a majority of our population is constantly consuming content (whether B2C or B2B). Among all the sales enablement tools used by multiple B2B companies, video is steadily becoming the top pick across multiple occasions.
According to Wyzowl statistics, 63% of businesses have already started using video content marketing. This capitalizes on the fact that according to WordStream, 45% of people watch more than an hour of video on Facebook and/or YouTube a week. If people are so willing to spend an hour or so of their time every day to watch videos, then it will certainly provide an opportunity for those working in sales and marketing!
There are a number of B2B sales tools that are not as efficient as video is at the moment. When you’re able to harness the power of video for not just top-of-funnel marketing activities but also for end-of-the-funnel sales discussions, there’s a high probability that it can lead to so much more success. It’s absolutely possible. And here are two reasons why you should use video for sales:
Video Shows Instead of Tells
Like great movies, well-done sales videos can influence a buyer or buying group tremendously. Everything, from proper aesthetics, organized information, and attractive visuals, to pacing and tonality— all contribute to a better and clearer experience for the buyer. Videos, when used properly, can take a complex subject and simplify it greatly with the help of visual aids and explanations. For example, we use intelligent demo automation at Consensus to help prospects learn about what we do.
The demo uses a “choose your own adventure” approach which gives prospects that interact with it a feel of personalization. They can customize it to show what they want to learn about the topic at hand! This level of depth and customizability ensures that they’ll get the necessary information that they want from the demo!
According to Wizowl, when both video and text are available on the same page, 72% of people would rather choose to view the video to learn about the product or service. No longer are written documents the go-to medium for consuming content; video is slowly taking that title away from traditional media. Keep in mind, however, that each medium has one function wherein it will always be the best option. The written document, for example, will always be used as a symbol of mutual agreement such as in contracts, legal documents, and more.
One more thing to take note of is that video, although preferred by many, can still be enhanced by written words, or subtitles. This way it satisfies both those who prefer reading, and the slowly increasing number of those who prefer video!
People are More Receptive to Video than Longer-Form Content
Only recently was video considered to be the frontrunner among the many sales enablement tools. While it has been around for a long time, only recently has it been incorporated to the sales and marketing landscape because it had a bit of a stigma — one that benefited us greatly: Video is seen as a “not-so-serious” type of content!
The corporate world of old would never have chosen to use video because to them, everything needs to be as serious as possible. All the documents and other assets need to be formal in their presentation because that was the norm. Today, more people are willing to view media even when they’re not all formal and business. This is the reason why video is shining today: it makes people more inclined to view them because they don’t feel like they’re signing up for some huge commitment—a feeling that was always found in the old corporations and ways.
Anyone would probably agree that watching a short, informative, and probably humorous video is way easier to digest than reading through an entire eBook or 30-page proposal!
Remember, however, that today’s B2B buyers go through a journey. Research shows that they do not contact a supplier until 70% of the purchase process is complete! This means you must find ways to positively influence the decision-making process so a prospect can think about contacting you about your product or service.
Keep in mind that well-crafted videos aimed at your target audience can capture their attention, ultimately leading to an increase in your ROI, and a boost to driving sales!
The number of companies incorporating video into their sales and marketing efforts has greatly increased! With different kinds of B2B sales tools on the rise, it’s perfectly okay to take a step back and make use of what’s already available to you — in this case, it’s video!
Consensus, our demo automation platform, will provide you with everything you need to create the best and the most effective video demo for all your B2B transactions! For more information, visit our website by clicking here!
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