How Do I Get Enterprise Buyers to Watch My Videos? | Tyler Lessard - 1531

Video is one of the most successful and valuable tactics salespeople can implement to land more meetings and reach higher sales goals. But it can be challenging to start without understanding the basics. On today’s episode of The Sales Evangelist, Donald is joined by Vidyard’s VP of Marketing and Chief Video Strategist Tyler Lessard to discuss how you can start integrating video content into your outreach campaigns.

Common Video Mistakes:

• The largest mistake is the perception of video in today’s business world. Video is no longer a one-to-many, high-quality product like movies and advertisements. Now it’s about connection, not perfection.
• Video is just a new mode to communicate with prospects like phone calls, social media, and traditional email. However, short videos are a visual medium that drastically help create a connection.
• You don’t need a scripted, rehearsed monologue. The goal is authenticity.
• A viewer can see the passion and excitement for the product or service that email just can’t quite convey, making it a more emotionally effective strategy than traditional messaging.

Subject LIne Best Practices:

• People typically send video messages as an email. Therefore, getting people to open the email is your greatest challenge.
• Teasing a video in the subject line piques curiosity and stands out from what’s happening out there, resulting in higher open rates.
• When people end video the same way they send emails, it doesn't feel right. These videos are an opportunity to convey authenticity and show passion, likely with a more interest-based CTA.
• If you can incorporate something immediately relatable to your audience, it can stimulate higher engagement.

How creative do you need to be to send video content?

• You don’t need to be a creative video-maker. However, be creative in your messaging. For example, visiting a prospect’s LinkedIn profile with a screen-share to show something you notice.
• Consider filming pre-meeting and post-meeting videos. Even if it’s a short, 20-second reminder, it creates a rhythm of communication and increases the meeting show rate.
• Post-meeting, send a video recap to attendees and people who missed the meeting, which increases your exposure and familiarity with the team.

Tyler’s final takeaway? Whatever industry you’re in, video is here to stay and now is the time to figure out how you can use it to communicate your ideas. Vidyard has a tremendous amount of free resources for salespeople on their website, vidyard.com. Get in touch with Tyler on LinkedIn for more resources and content. His book, The Visual Sale, is available on Amazon. Check out co-author Marcus Sheridan’s appearance on The Sales Evangelist.

This episode is brought to you in part by Skipio.

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This episode is brought to you in part by mParticle.

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Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com