How to Use Video to Enhance Your Selling Process
EMBRACE Video Technology
ENGAGE Your Customers
EXECUTE A Sales Distribution Plan
EQUIPMENT and Resources
www.douglehman.com
SOCIAL VIDEO SALES
About DougLet’s Put It In Lehman’s Terms Passionate about Video Engagement
• Sales and Product Trainer
• Online Virtual Sales Facilitator
• Personal Branding Advocate
• Social Media Enthusiast
• Video Blogger
• Interview Host
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Myths of Video Use
1. Stereotype just for kids, YouTube video generation
2. Cost too much, Too Expensive
3. Too Difficult, Video is Complicated
4. Time Consuming
5. “Camera Shy” Don’t like being in front of the camera
6. It’s only for entertainment use
7. Where is the ROI?
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Why Video is Useful
• More Cost effective and efficient than audio or text
• Video On Demand Virtual Message– Search Engine Friendly
• Better Connection with Audience – Emotional Attachment
• Humans are visual learners it’s a natural training method
• Builds Personal Relationships with clients
• Video is perceived higher value than audio or text
• Video Storytelling captivates audience engagement and retention
• Get Attention Instantly and bring ideas to life
• Video integration is now the standard for websites.
If a picture is worth a thousand words what is video worth?
EMBRACE Video Technologywww.douglehman.com
Video Statistics: The Impact of Video
http://www.invodo.com/html/resources/video-statistics/
• According to Cisco, video will increase to 90% of Internet traffic by 2013. (Cisco, 2010)
• With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester Research , January 2010)
• Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)Comscore estimates that companies using online video see sales lifts between 20 – 40%
• Video placement on your website increases “stickiness” to your site by more that 40%
• Today almost 9 out of 10 web users engage with online video cited by Next Galaxy Media
• 44% of universal search results on Google feature video cited by Next Galaxy Media
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2nd largest search engine right after Google
• YouTube is monetizing over 2 billion video views per week globally
• 94 of AdAge's Top 100 advertisers have run campaigns on YouTube
• The YouTube player is embedded across tens of millions of websites
• YouTube has over 10,000 partners, including Disney, Turner, Univision.
• YouTube's demographic is broad: 18-54 years old
• More than 50% of videos are rated or include comments from the community
• YouTube has just as many users over 45 as under 18
• More video is uploaded to YouTube in 60 days than the 3 major US networks created in 60 years
http://www.youtube.com/t/press_statistics
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The Benefits of using Video for your Business
• Drive Direct Sales – Video Persuades and Engages Customers• Sales Video expedites a faster sales cycle speeds up buying decisions • Video is Constant – Exact Message Sales Call Standardization• Video Saves on Travel Expenses – Reduces Sales Overhead • 24 Hour On Demand Virtual Sales Representative• 24 Hour Online Brand Ambassador • Video can complement enhance traditional marketing campaigns • Videos create community service and public relations buzz• Video is an effective tool for company sales training• Video Customer Testimonials word of mouth visual representation
EMBRACE Video Technology
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Business Benefits Social Video
Social Video and Social Video Marketing
SOCIAL VIDEO MARKETING
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The sales process has evolved due to technology and social media
SOCIAL VIDEO MARKETING
SOCIAL MEDIA VIDEO SOCIAL
VIDEO
INTERACTIVE ENGAGEMENT PROCESS
Recognize that the customer’s buying and engagement process has changed today. Your Customers must be able to participate and contribute. The shift to social selling. Buyers have more control now, they have access to instant information by doing their research on the web and consulting with others.
The use of Video has a huge play
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Results From Effective Social Video Sales Promotion
CUSTOMER ENGAGEMENT!
Video Testimonials Customer Feedback and Contact, builds the sales funnel.Leverage Customer as brand ambassadorsLead Generation – Subscribers listWord of mouse possibility of Viral Marketing
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Types of Engagement Videos INFORMATIVE VIDEOS ENTERTAINMENT VIDEOS
• Business Interviews, PSA
• Webinars, Testimonials
• Product Demos & Launches
• How to Videos, Educational
• Office Skits
• Live Broadcasts
VIDEO CONTENT TRADE-OFF
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STYLES OF VIDEO
The Interview Style• Talking Head Format
• Candid Interview
• Live Webcasto Livestream
o Ustream
o JustinTV
• On Site – Location
Tip Live Interviews can be great resource of video footage. Obtain
video clips, post and embed the code.
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Camera Shy No Video Camera Required
Online Tutorials Voice Narration
USE Screen Capture Software
• Free – Jing Project, Camstudio, Screenr
• Camtasia , (Mac & PC)
• ScreenFlow (MAC)
Animations and Slideshow Software
• Animoto
• Xtranormal
• Slideshare
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Pre Sales Video Engagement
1• Define Your Target Market
• Know your customer base
2• Define your campaign’s video goals and objectives
• Lead Generation, Community Awareness, Brand Identity, VSEO
3• Pre Video Production – Storyboarding format video
• Script Process, Brand Placement, Storytelling
Think from a customer perspective and point of view
Remember the shift in buyers behavior – engagement process
Don’t sell help buyers buy
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Sales Video Engagement Process
1• Introduction – Opening Film Credits
• Video Sales Call to Action
2• Video Sales Presentation
• Sales Proposal
3• Conclusion
• Video Trial Close – Call to Action
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ENGAGEMENT PROCESS
Customer Follow UpBe Reactive to your Community MessagesBe Responsive to your Customers Comments
Video Sales Call To Action
Establish an immediate call to action!
1. Introduce yourself, Company, Product Etc2. Tell your viewers what the video is about it3. What’s In It For Me – Customer WIIFM4. Command your Brand Attention at the start5. Captivate Viewer Attention – Evoking Curiosity6. People Online have a very short attention span7. Focus on the first 15 seconds.8. Get to the point
Remember to Engage your Customers from the start..
1. Be authentic and passionate delivering your presentation
2. Indentify with your audience – look at the camera WIIFM
3. Have a natural conversational tone – Be yourself
4. Act like you are talking to another person
5. Be genuine and confident, know your material as a SME
6. Make sure non verbal gestures compliment your words
7. Speak at a steady pace – cadence and voice inflection
8. Remember online audience has limited attention span
9. High energy engaging pace keeps attention
10. Don’t be too scripted, you will come off as non engaging reader
11. Keep the video simple, short with compelling story content
12. Change Camera Angles and keep it moving.
Video Sales Presentation Tips
Enlighten and Engage your customers throughout your sales presentation.
Video Trial Close1. Thank your customers and audience for watching this Video
2. Define your final call to action sales goal? Promotional objectives
3. Don’t assume but communicate to the next step
4. Entice your audience and viewers to take action
5. Establish your closing video credits – Text, Captions, Links etc.
Examples of Trial Close Action Statements
Checkout our website or other videosIf you like what you see sign up as a subscriber Please leave your comments belowContact us if you have any questionsMore information checkout our newsletterRegister for our upcoming webinar or eBook. Buy Now, Add to the Cart, call now
Engage and thank your customers, entice and deliver value
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Video Sales Management Process
Execute your Video Sales Management StrategyRamp up your online virtual Sales Force
Publish Video Content
A. Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms. More than YouTube
B. Use multiple Social Media Tools and Social Networks as referrers for your online business video content. Position them as an online virtual reseller distribution channel
C. Establish an employee based Accountability Quota on social video customer engagement and video promotions
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Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms.
Promote, Publish , Sell Deep and Wide across several video hosting Sites.
YouTube is the world's most popular online video community. Tops for Video embedding: Across several websites, blogs and social media platforms, like Facebook. Set up a YouTube Channel
Video Sales Management Process
Things to Consider when selecting a video sharing and hosting website. Site Guidelines Commercial vs non-commercial Storage Size, Costs, Viewership, quick capture uploads
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Position Social Media Networking Sites and Blogs as your
indirect reseller channel. Leverage these tools
Video Sales Management Process
Post and Host Video on Facebook Profiles and Business PagesPost Status Updates on Twitter and LinkedInPost and Host Video on your company blogs and website
Engagement > Make your Video Sharable and embed code on multiple sites
According to TubeMogul’s and Brightcove’s quarterly research reports, both Facebook and Twitter are the fastest-growing referrers of video on the web
http://www.tubemogul.com/research Research Reports
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Sales PlaybookExecute a Video SEO Strategy
Effective Video SEO will help establish brand awareness, customer traffic and sales engagement
Use backlinks and inbound links to your videos and website.
Embed your URL directly on videos, use captions annotations
Implement Metadata on your video“Titles, Descriptions, Tags and Keywords”
*keyword research is part of your marketing research
Video must be Sharable embed links, allow comments, sharing, rating
Engage and Comment on other business partners videos, blogs and websites, driving traffic to your site “coattail video response”
Optimize your video to be Searchable and Sharable – Engaging Prospects
Video Sales Playbook Metadata
Post URL in Description
Write Content in Description
Key Word Descriptions
Tag Keywords
Title you video with Keywords Call To Action Enticing Title
Use YouTube Suggest Tool Keyword Tool
Sharing Feature enabled
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Your Video Sales Tool Kit
Lights
• Lights
• Lighting Quality
Sound
• Sound
• Audio Quality
Camera
• Video Camera
• Video Quality
Tripod
• Tripod
• Video Stabilization
Image
• Business Attire Image
• Office Background Setting
• Video Landing Page Image
EDITING
• Editing Tools
• Post Production Quality
$ Video Production Budget $
Lights Camera Action and your Sales Budget $$$
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Poor lighting will result in dark, grainy and discolored video…
Good lighting increases clarity of your video.
• Natural lighting vs Artificial lighting
• Lighting Kits and Lamps
• 3 point lighting system
• Survey the lighting environment
• Avoid shooting directly in front of a window
• Avoid Shadowing
Your Video Sales Tool Kit- Lighting
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Your Sales Presentation must be heard!• Pre Audio Mic Check 123… is a must.
• Check for background noise and echoes etc.
• Use and external microphone if possible
• Record audio on a separate device – sync with video
• Lavalier, shot gun and boom mics
Your Video Sales Tool Kit- Audio
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The quality of Camera Work is key for your video. Using a high end camera with poor lighting, audio and production work will produce bad video quality.
Your Video Sales Tool Kit- Video/Camera
Things to consider when purchasing a video camera
1. Use Video Format – length of film or movie clip.2. Ergonomics , size, weight portability, viewfinder size, Ease of Use3. Memory Storage, Expansion Slots, mics, Storage Media, Video Format4. Video Resolution, Power Supply/ Battery life etc. etc.
Cnet Reviews http://reviews.cnet.com/camcorders/Camcorder HQ http://www.digitalcamera-hq.com/camcorders/
Consider Budget and Video Production Costs
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Dress the part for your video audience
Don’t blend too much with background set color
Your video background is your virtual sales office background
– Keep it customer appealing and engaging, no clutter
Get a decent looking video hosting background to compliment your videos
- YouTube Video Channel should support and entice your video image
- Video placement on website landing pages should compliment the website
Your Video Sales Tool Kit- Image Background
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Your Video Sales Tool Kit- Image Background
Poor LightingBad Product Placement Cluttered BackgroundCamera Angle MistakeNice Trash Cans
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Editing Video
Consider Production Time and Costs
Before filming consider editing post production management
Execute a pre production and post production Action Plan
- Video Transitions, Advertising, Annotations, Scripts
Live filming and interviews may require less editing
Editing Software Free vs Paid (Mac & PC)
Sony Vegas for (Mac & PC)Apple iMovie and Final Cut (Mac)Windows Movie Maker (PC)
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Video Training ResourcesUse YouTube as a Search Tool for Visual Learning
- Watch other videos to emulate strategy and tips.
Websites News , Information and Analytics
REELSEO TUBEMOGUL TRAFFIC GEYSER
SOCIAL MEDIA EXAMINER MASHABLE HUBSPOT
Additional Resources Books and Marketers
. http://douglehman.com/resources
The Future of Video
• The Use of Video Email will increase– Your Visual Presentations will make an impact.
• Mobile Video is growing force!
- Upgrades and use of smartphones, PC Tablets are increasing significantly
- Mobile Video Applications are among the fastest growing
cell phone applications, Applications and Platforms like Kyte and Qik
make streaming and mobile video production efficient.
February 2011 The Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015
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Pre-Sales CoachingSocial Video Package
Instructional CoachingProduce a video sales scriptRecord a two minute VideoLearn Video SEO TipsPractice Social Video Selling
Use Video to Enhance Your Selling Process
http://douglehman.com/webinarpromotion