In as we speak’s digital world, customized content material and consumer experiences maintain the important thing to profitable prospects. Manufacturers which might be in a position to present tailor-made content material primarily based on a person’s preferences and pursuits stand a greater likelihood of partaking with their target market and constructing relationships with them. Contextual video is a brand new type of customized content material that’s taking the B2B world by storm.
The choice-makers you’re focusing on as a gross sales rep are the identical customers who’re conditioned to customized merchandise, companies, or content material. Gartner predicts that firms that incorporate personalization will outsell people who don’t by 20%. Whereas face-to-face interplay was the gold customary in gross sales, utilizing video as a medium of outreach took over in the previous couple of years.
On this weblog, we are going to discover the importance and advantages of contextual video on this planet of gross sales.
What’s contextual personalization?
Contextual video is a sort of video content material that’s tailor-made to the pursuits of a particular viewers. It’s dynamically created primarily based on consumer knowledge, comparable to pursuits, habits, demographics, location, and looking historical past. Primarily, contextual video is the artwork of delivering the best video to the best individual on the proper time and in the best context. This enables companies to ship extremely focused messages which might be extra more likely to resonate with the viewer and end in the next engagement fee.
Why is contextual personalization efficient in gross sales movies?
When you might already know the ability of video as an efficient gross sales device, contextual video used on the proper time through the gross sales course of has probably the most influence in your prospect. In essence, a contextual video is supposed to ship a message to your prospect that’s related to their place within the gross sales cycle. Each video that’s made and despatched to the prospect must get the context proper for it to ship the specified consequence. Right here is why contextual movies work so successfully:
a. Contextual personalization convert higher
As talked about above, contextual movies have related info that helps prospects on their journey by way of the funnel. Movies which might be completely aligned with the prospect’s curiosity at every stage of the funnel will hit the mark higher than ones that lack context.
For instance, through the prospecting stage of the gross sales cycle, the objective of the video is to seize the prospect’s consideration and set up credibility whereas laying the muse for relationship constructing. A fast 90-second video of you with the video background of their web site and dropping tips about what you assume will be improved, together with a CTA, is an effective begin. If the prospect finds your findings to be legitimate and connects with you to maneuver to the following stage, it’s a win. Then again, dropping a content-heavy video describing your product on the prospecting stage could be a surefire solution to the recycle bin.
b. Contextual personalization helps in rightly timed movies
Contextual movies have a better influence on viewers as a result of they’re despatched out after analyzing earlier video e-mail knowledge and primarily based on particular viewer actions. This focused method ensures that the video content material is related to the person viewer and is extra more likely to generate a real connection. In consequence, viewers usually tend to interact with the movies and type a stronger reference to the sender.
When can you utilize contextual personalization in gross sales movies?
The essence of contextual video is sending the best message on the proper time. Due to this fact, so long as you’re getting the right message throughout, you need to use movies at varied phases, as follows.
a. Movies for the prospecting and introduction part
Prospecting is if you find yourself simply reaching out to a brand new individual, and a very powerful activity to start with is standing out from the cacophony of gross sales emails. After you have your prospect’s consideration, you can begin engaged on constructing worth. Listed below are 4 varieties of movies you possibly can ship within the prospecting stage:
- Video for standing out within the prospect’s inbox
Think about these staggering statistics for a second: the click-through charges for emails with video content material are 300% larger. At a time when video outreach remains to be thought of somewhat uncommon, sending a video e-mail will certainly earn you the highlight of their inbox. To make it extra compelling, you could embody a powerful topic line and an attention grabbing thumbnail that offers a good suggestion about your persona and hints at your intent.
- The worth proposition video
That is your first shot at making an impression. A very good worth proposition video is crisp and quick. It’s important to shortly ship the worth of your product and add a compelling CTA to entice the prospect. A display screen share video is a superb video to ship in your very first contact by giving a fast transient in your product and the way it can enhance their enterprise.
With the display screen share shot, you spotlight the worth proposition whereas nonetheless remaining on display screen in a small window to construct familiarity. Not like chilly calls to prospects, which could disrupt their day, a video will be watched at their leisure. To construct credibility, embody your prospect’s LinkedIn profile, the web site of the corporate, and your individual gross sales deck because the video background.
- Observe up response video primarily based on analytics
Completely timed follow-up movies are important to constructing on the curiosity you may have already generated within the prospect. Ready for them to get again to you would possibly by no means occur on this age of choices and busy schedules. Having a video device that’s designed for gross sales analytics is the trick to sending the best contextual video on cue.
Whereas e-mail monitoring solely notifies you when your e-mail is opened, the video instruments provide you with real-time analytics on when your prospect opened the video, how lengthy they watched it, and what components have been replayed. Time your follow-up name instantly after they watch your video to have a superb connection fee and make a proposition to steer primarily based on the components that they discovered attention-grabbing.
b. Movies for the promoting part
Now that you’ve got constructed familiarity together with your prospect, it’s time to take them additional down the funnel utilizing movies till the purpose of hand-off to the account government (AE). Listed below are a number of the movies you might use on the promoting stage:
- Reminder movies earlier than the scheduled name
Gross sales reps typically expertise no-shows at calls and conferences, particularly when the prospect shouldn’t be too passionate about transferring down the funnel. Sending a reminder video earlier than the scheduled name helps decrease no-show charges, as you may have a possibility to reiterate why they have been within the first place.
Refresh their reminiscence in regards to the upcoming name in order that they know you’re ready enthusiastically for the presentation. Reminder movies additionally make the prospects really feel responsible in the event that they have already got a plan to bail on the decision. The consequence can be that they’d both attend the decision, the place you may have an opportunity to alter their thoughts, or reschedule, the place you get an opportunity to refine your method.
- Thanks video after the decision
Thank-you movies have a heat enchantment after a name. It reveals the prospects you admire their effort and builds a optimistic connection that makes them extra more likely to interact with you or your model. It additionally showcases your organizational tradition and establishes your organization as somebody they’ll have good ties with.
A thank-you video will be so simple as a 60-second webcam video thanking them for his or her time or a 30-second selfie video snippet displaying your appreciation. Thank-you movies will be despatched in any respect phases of the gross sales cycle and incorporate a fast abstract, reminder, or CTA. The important thing to creating the strongest impression with a thank-you video is to personalize it to an incredible diploma.
- Publish-sale follow-up video
All firms expertise some ghosting by leads through the hand-off part to the account government (AE) or the client success supervisor (CSM). They normally lose curiosity, grow to be confused, or get uncomfortable with having to speak to somebody fully new. To proceed the rapport and familiarity you may have constructed with the prospects, it’s a good suggestion to familiarize them with the brand new individual they’ll be interacting with. To make it private, you possibly can all the time make a brief video with the AE or CSM within the image to elucidate the change and what’s to be anticipated sooner or later.
c. Movies for lead nurturing
There are occasions once you already know your leads, so there’s no have to introduce your self over again. Nonetheless, the lead hasn’t panned out in a very long time, or they’ve gone chilly. In such circumstances, it’s important to take a special method comparable to contextual personalization to nurture the leads and nudge them to buy.
- Video messages for prospects who know you
Whenever you already know the consumer, you possibly can skip the formalities and undertake a special method, comparable to sharing advertising content material, preserving them up to date on the newest developments, or displaying a comparability video of how their rivals are performing together with your product. All the time be approachable and open to dialogue, and make their interactions hyperpersonal. Preserve logs on earlier interactions with these prospects and adapt your method accordingly to entice them.
- Video messages for prospects who’ve gone darkish
Gross sales reps would all the time have a closet stuffed with leads that had gone darkish at an earlier time. Video messaging, with its human method, has a superb likelihood of reviving curiosity in your product or providing. The method incorporates most components as with the unresponsive leads talked about above, besides you present better contextual personalization within the movies.
Perhaps they went chilly due to a greater product, or perhaps they disappeared as a result of your supply was too excessive. Make a remark of historic interactions and ship recent movies with a special method. All the time reply their query sooner and personalize the video to have a powerful emotional enchantment.
Closing Ideas
To make profitable contextual personalization in your gross sales movies, you could create content material that’s related to prospects on the stage of the gross sales cycle they’re in. Have a script or playbook for video creation, and don’t be afraid to deviate somewhat from the norm to face out. When finished appropriately, contextual movies construct relationships, nudge prospects down the gross sales funnel, and convert them into long-term prospects.
To learn to create profitable gross sales movies at scale, try Hippo Video as we speak!
