BUSINESS VIDEO MASTERCLASS
LEARN HOW NOT TO GUESS
BUSINESS VIDEO MASTERCLASS
LEARN HOW NOT TO GUESS
PART 4 - BUILDING YOUR FUTURE VIDEO marketing PLANS
The 9 promotional videos every plan needs - part 1
So what sort of videos do you need? And how many of them?
In many ways, this is the heart of Masterclass future planning.
It provides a roadmap of what videos you'll need and when you'll need them.
The following 9 point list isn’t conclusive by any means, but it’ll give you something worthwhile to consider, even if only to disagree and suggest your own alternatives.
The aim here is to get you thinking about the specifics of your marketplace & sales cycles, or the specifics of your proposition, or the speed your return on investment offers, and then start developing your own ideas to eliminate uncertainty and build trust at every stage in your sales cycle, by answering every important question your customers have, so they can buy with confidence from you.
While you may not need all the video types below, you’ll definitely need some. And you’ll probably think of others too.
Consider this list as a starting point.
Everyone researches online first before ever breaking cover and contacting you.
Most potential new customers won’t even alert you to their presence, or their interest in you, until they’ve watched every video and feel satisfied that you’re a suitable candidate. Gone are the days of meeting reps on spec.
So your videos need to give comprehensive answers for every stage of your sales process.
1: Intro teaser video
This is the 45 to 90 second home page promo video trailer of your solution and what it delivers.
It will grab the attention of new visitors and make them keen to explore your site, or immediately generate a lead, or pull them into one of your marketing automation funnels.
It must be engaging and actionable.
Where possible, it should be produced to work equally well for Facebook and social media, unless you're planning separate Facebook and social media versions - meaning shorter, captioned, and in a more relating emotional, openly sincere style.
Your Teaser will win you leads, keep visitors on your site, and make them less likely to bounce.
2: A 3 minute deeper dive video
Often customers need to see more than a Teaser video.
This 3 minute Explainer video is your key explanation, that you’ll show all customers. It can be longer if needs be. Customers who are seriously thinking of buying your solution will watch as much as you can show them, so long as it's relevant.
If they like what they see, they’ll inquire, or otherwise engage with you, such as downloading gated material, which enhances your authority and builds trust, as well as automate the enquiry within your nurture funnel sequence for subsequent emails.
3: Major function videos
New solutions often embrace many different areas of a client’s organisation.
Let’s call these "functions".
You need to make a video explaining the detail of each of these functions.
For example a separate-but-slightly-different video to explain to each departmental function you’re selling to, eg, Operations and Accounts or Design or HR.
HR might need fast data access, while Ops may need daily to-do lists, while Accounts are interested in the money end of things. They’re all different types of user (or function) and may all need addressing a bit differently to each other.
The bigger the sale, the more they need addressing.
Especially when you probably only have a few sales or customer account people on your team, who spend a lot of their time writing proposals, and chasing hot customers, rather than visiting every department of prospect companies.
You can also include special vertical market versions in this category as well, if vertical markets are significant.
For example, I know a customer who sells identical products to both rail and construction.
Yet rail and construction hate seeing a video that’s obviously targeted for the other. They just do. They’re each happier seeing their own dedicated vertical market video.
You have to use video to show each customer segment what’s-in-it-for-them, and so gain their trust.
4: C-level video
This is a video dedicated to C-level decision makers, such as CFO, CEO, CIO, COO, CXO etc.
These are the people who’ll sign off your deal if it’s big enough. You need to explain to each of these CXOs what’s in it for them. They’ll feel much more comfortable if you do.
Consider that most C Levels are over 50, an age when they’re counting their pension fund, and are looking to back certain winners, and not take guessy risks.
So if your solution involves some risk to them then you have to try doubly hard to mitigate this risk, usually with a mix of careful explanation and the proactive development of trust.
Use video to sell to the CXO, and make it easier for your Client Champion to persuade them.
Real-world insights for marketing and training
5: Differentiator video
Whether your sales process is automated or manual, or a bit of both, you need to consider the Late Sales Cycle.
Perhaps in your final tender presentation, you need to put clear blue water between you and competitors, avoiding situations where the client thinks “you’re all the same, so I'll buy the cheapest”.
A Differentiator video is an aggressive, hard-hitting sales video, pulling no punches, spelling out loud & clear why you’re the best, while subtly precluding your competitors with every sentence.
It’s also relatively short.
It focuses on what’s different about you compared to everybody else.
Video helps people make up their minds by showing them the differences in the closing stages.
6: Case studies
Assuming no one quite believes what you tell them even if they appear to, you need to show Case Study example videos.
With some customers, this video will open doors for you, as clients believe other clients, and will definitely be interested in their stories, and importantly, how they felt when implementing it all.
Did they get proper support? Were their ideas listened to? Was it a proactive or merely reactive service? How did staff or teams feel? Did the promise come true?
Best of all, hearing another client reporting back on their speed of ROI is priceless, especially in regard to a specific or special service you offer, something that's different to all suppliers in your industry.
There’s nothing to beat a happy client confidently saying “use them!”
Typically a case study is a filmed interview video with support graphics. Something personal, rather than blatant endorsement.
I use 3 very personal case study videos on my own website, and they always get watched.
Case studies are like reviews. And customers all love to read reviews.
If you haven’t got any customers willing to appear on camera for you, then still make a graphic video on how Company A, Company B, and Company C performed after they onboarded your product or services.
Use some imagination to get this customer-story message across. It’s so much more effective using video, compared with offering a pdf stating your claims.