Trust is essential for sales success.
Today, prospects receive countless offers and pitches, making it hard for salespeople to stand out and connect.
According to Jeff Haden at Inc. magazine, “Great salespeople don't focus on products or services, at least not at first. Great salespeople start with building genuine trust.”
Justin Shriber, VP of Marketing with LinkedIn Sales and Marketing Solutions shares, “Trust is the #1 most influential factor when closing a deal, ranking higher in importance than economic considerations like price or return on investment.”
Educational videos are a powerful tool to bridge the gap between salespeople and prospects in order to establish and nurture trust.
In fact, 88% of businesses say they decided to buy a product or service after watching a video.
That’s why creating video content that addresses common questions and concerns prospects have during the sales process is critical.
It allows you to showcase your expertise, demonstrate your willingness to help, and deliver value upfront.
By taking the time to understand a prospect’s unique challenges, pain points, and goals, you can create targeted video content that resonates with them on a personal level.
When prospects feel understood and supported, they are more likely to trust you and view you as a reliable partner.
Identifying Common Queries and Concerns
To start creating educational videos that resonate with prospects and address their genuine concerns, conduct thorough research and gather insights from various sources.
Analyzing Frequently Asked Questions
One of the most effective ways to identify common queries and concerns is to analyze the frequently asked questions (FAQs) that prospects pose to the sales team.
By examining the patterns and themes in these questions, salespeople can gain a deeper understanding of the issues that potential customers struggle with throughout the sales process.
For instance, Soona, a product photography company, features its most frequently asked question on its website - “How does Soona work?”
This would be a great opportunity for Soona to leverage video to guide and educate prospects on their product photography process.
Gathering Feedback from the Sales Team
Your sales team is another valuable information source.
They interact with prospects daily and see the challenges and objections firsthand. Gather regular feedback from your team through meetings, surveys, or one-on-ones.
For example, if several salespeople say prospects often doubt a product's ROI, make creating content about ROI a priority.
Monitoring Online Forums and Social Media Discussions
Besides internal sources, monitor online forums and social media discussions about your industry or product.
Prospects use these platforms to seek advice, share experiences, and voice concerns. Actively listen to identify recurring themes and pain points.
If, for example, an eco-friendly cleaning company sees many social posts questioning the effectiveness of green solutions vs. traditional chemicals, create content tackling this misconception directly.
Prioritizing the Most Pressing Concerns
Once the common queries and concerns have been identified, prioritize them based on their potential impact on the sales process.
Focus on the issues that frequently hinder prospects from moving forward or cause them to hesitate in making a purchase decision.
By addressing these concerns through educational videos, salespeople can proactively overcome objections and build trust with prospects.
Addressing Misconceptions About the Product or Service
Another critical aspect of prioritization is addressing misconceptions potential customers may have about the product or service.
These misconceptions can range from doubts about the product's efficacy to concerns about its complexity or ease of use.
IT company, Kraft Kennedy, tackled confusion around Managed Security Service Providers on its website:
Video would be a great way for Kraft Kennedy to bring clarity to these misconceptions.
A video could provide factual information in a dynamic, entertaining way which would help prospects better understand the content, make informed decisions and ultimately foster a sense of transparency and honesty.
Creating Engaging Educational Video Content
Crafting educational videos that captivate and inform potential customers requires careful planning, attention to detail, and a focus on delivering value in an engaging manner.
Choosing the Right Video Format
To create effective educational videos, first select the right format for each topic. Different formats serve different purposes and learning preferences.
Explainer videos
Explainer videos are ideal for breaking down complex ideas into digestible parts using visuals, animations, and concise explanations.
A great use case scenario might be a financial services company simplifying compound interest and how it grows wealth.
Testimonial videos
Testimonial videos provide social proof and credibility by showcasing customer success stories.
They feature real people sharing positive experiences, helping prospects envision similar results.
Product demos
Product demos showcase an offering's features and benefits in action.
They give prospects a tangible understanding of how it works and solves their challenges.
YETI, a popular cooler company, shares a video showing its “Hopper M30 Cooler” in action on the YETI Tube channel.
Writing an Engaging Video Script
After choosing your format, develop a script that engages viewers and communicates your message effectively.
Use a conversational tone to connect personally with prospects.
This makes the content relatable and less intimidating, encouraging them to be more receptive.
Structure the video logically to hold attention.
Use your introduction to hook the viewer
Next, deliver main points coherently
Wrap up your video by reinforcing key takeaways and include a call-to-action (CTA) for next steps.
Don’t forget to use storytelling to make content memorable and impactful.
Weave in real examples, case studies, or analogies to help prospects emotionally connect and see how the information applies to them.
For instance, a cybersecurity company's video could start with a story of a small business falling victim to ransomware, highlighting the consequences of poor security.
Then transition into steps businesses can take to protect themselves.
Producing High-Quality Videos
High production quality is crucial for impactful educational videos.
Invest in proper lighting, sound, and equipment for a professional and engaging result. Poor production distracts viewers and undermines credibility.
Sometimes you may need to hire professional videographers and editors to achieve the desired quality.
While an added cost, polished and effective videos that resonate with prospects and drive results are worth the investment.
Tools like Pipio enable salespeople to create high-quality videos easily without extensive production experience or technical experience, allowing sales teams to focus on delivering their message effectively.
Optimizing Videos for Maximum Reach and Impact
To ensure that educational videos reach the right audience and make a lasting impact, it's essential to optimize them for search engines and promote them through various channels.
SEO for Educational Videos
To maximize the reach of your educational videos, optimize them for search engines.
Start by conducting keyword research to identify phrases and terms your target audience uses when searching for information on your topic.
This helps your videos appear in relevant search results.
Next, strategically incorporate target keywords into the video's metadata:
- Title: Concise, attention-grabbing, includes primary keyword
- Description: Brief content overview with keywords naturally integrated
- Tags: Mix of broad and specific keywords accurately describing the content
Third, create transcripts to provide search engines with a text version of the video.
This helps them understand and index the information, potentially boosting rankings for relevant queries.
Transcripts also make content accessible to viewers who prefer reading or have hearing impairments.
Promoting Videos on Various Channels
In addition to SEO, actively promote your videos through multiple channels to expand reach.
Company Website and Blog
Feature helpful videos on your homepage to draw viewers in.
Eyewear brand Warby showcases their craftsmanship and process with video featured on their website:
Embed videos in relevant blog posts.
Create dedicated video resource pages.
This provides prospects easy access to educational content and keeps them engaged on your site.
Social Media Platforms (LinkedIn, Twitter, Facebook)
Share videos on social media to tap into existing networks and reach a wider audience.
Encourage prospects to share videos with their connections to amplify reach.
Tailor content and messaging to each platform:
- LinkedIn: Professional tone, frame as valuable industry insights
- Twitter: Short, snappy messages highlighting key takeaways
- Facebook: Mix of educational and entertaining content
Email Marketing
Segment email lists based on prospects' interests and sales funnel stage.
Deliver targeted educational content addressing specific needs and concerns.
For example, you might send prospects interested in a product feature an in-depth video tutorial with a CTA to schedule a demo or consultation.
Tips for promoting videos via email:
- Keep messages concise and engaging.
- Use attention-grabbing subject lines that convey the video's value.
- Provide a brief video intro in the email body, highlighting key benefits.
- Include a video thumbnail image to increase click-through rates and engagement.
Measuring the Success of Educational Videos
To determine the effectiveness of educational videos and make informed decisions for future content creation, establish key performance indicators (KPIs) and analyze video performance data.
Setting Key Performance Indicators (KPIs)
To measure the success of your educational videos, set clear and relevant KPIs.
YouTube offers data analytics features to help you track your video’s performance.
View Count
Number of times a video is played, indicating overall reach.
Watch Time
How long viewers engage, gauging ability to capture and maintain attention.
Engagement Metrics
- “Likes” shed light on whether the video resonates with the audience.
- “Comments” provide qualitative feedback and insights into viewers' thoughts and questions.
- “Shares” indicate if content is valuable enough to recommend, expanding reach.
Conversion Rates and Revenue Generated
Measure tangible impact on sales
- Track viewers who take desired actions after watching the video (fill out form, request demo, make purchase).
- Compare conversion rates and revenue from prospects who engaged with videos vs. those who didn't to see effectiveness in driving sales.
Analyzing Data and Making Data-Driven Decisions
After setting KPIs and collecting data, analyze the information to make data-driven decisions and optimize future video content.
Identify top-performing videos to understand what resonates with your target audience.
Examine successful video characteristics like topic, format, length and promotion strategy.
Replicate these elements in future videos to increase success chances.
Next, continuously refine your video strategy based on audience feedback and analytics.
Regularly review comments and engagement data for insights into viewers' preferences, pain points, and questions.
Use this information to inform future video topics, address common concerns, and improve content quality and relevance.
For instance, If an educational video receives many comments requesting more details on a specific product aspect, create a follow-up video diving deeper into the topic.
Unlocking Sales Success through Educational Videos
By creating educational videos that address common queries and concerns, salespeople can establish themselves as knowledgeable and trustworthy partners in the buying process.
These videos not only demonstrate expertise but also provide value to potential customers, fostering meaningful connections and setting the stage for successful sales conversations.
By combining the insights and experiences of salespeople with the creative and strategic expertise of marketers, companies can develop video content that resonates with their target audience, drives engagement, and ultimately contributes to business growth.
However, creating educational videos is just the first step.
To ensure long-term success, it is crucial to continuously optimize and measure the performance of these videos.
By setting key performance indicators, analyzing data, and making informed decisions based on audience feedback and analytics, salespeople can refine their video strategy and adapt to the evolving needs and preferences of their prospects.
If you're ready to take your sales performance to the next level, consider signing up for Pipio, a platform that empowers salespeople with the tools and insights they need to create compelling educational videos and build lasting relationships with potential customers.
Don't miss this opportunity to unlock your sales potential!
