Social Selling Video: Does it Work for B2B Sales?
It’s a question we hear more and more nowadays: Can we use social selling video? There are others, too: Does video work in social selling and B2B sales? And do the videos have to look like something we see on TV?
Spoiler alert: The answers are yes, yes and no. In fact, those three answers are pretty emphatic. And there’s a bonus point here. Your competition isn’t likely using it—at least not as of yet. So if you start to use it, you’ll definitely be ahead of the curve… and your competitors.
I recently conducted a Webinar with PeopleLinx’s Chief Learning Officer Brynne Tillman and Mario Martinez Jr. of M3Jr Growth Strategies on this very topic. Here are some top-line highlights from the session:
Can We Use Social Selling for B2B Sales?
Yes, you can. Yes, you should. The statistics bear it out:
- Clickthroughs: Video in email translates to between a 200% and 300% increase in clickthrough rates
- Research: About half of executives who see a product or service featured in a video go looking for more information
- Callbacks: After viewing a video, 39% of executives call a vendor
It’s pretty simple. By using video, you can directly connect with buyers by using a communication medium they like and can engage with.
Keep in mind that you won’t be producing full marketing videos; instead, you’ll be “talking” directly to a prospect or an audience. While you can put them out on places like YouTube, you’ll want to use them more in emails to prospects.
(The only time the answer to this question is “no” is if your company won’t let you do it in their name.)
Does Social Selling Video Work for B2B Sales?
While we had a couple of statistics in the above section, we’re going to look at more here to help answer this question. Probably the most impressive slide from our Webinar was the one on engagement (click here or on the graphic to enlarge, then use your browser’s “Back” button to return to this article):
If you want to boil all of those stats down to one basic statement, it’s that video not only works, it’ll make you stand out from the crowd (and your competition).
Other studies show that the human voice conveys emotion, and that the brain is hard-wired to trust the human face. Video easily delivers both of those.
Does it Need to Look Like a TV Show?
Making a video look as genuine as possible is a big part of their success. In your social selling video, dress like you would if you were going on a sales call, while taking your company’s culture into account. Also keep in mind the target demographics of your audience. As Mario said during the Webinar, don’t wear a hoodie and a t-shirt if your audience skews to the baby boomer. You’ll lose them because of what you’re wearing.
Graphics aren’t important, either. Neither is setting; you can do them at your desk without any fancy backgrounds or lighting. Remember that this is one-to-one communication, so your message is more important than fancy graphics or an “in-studio” look. The more basic your videos are, the better they’ll work as they’ll be more genuine.
(Click here if you want to see an example of this kind of video, direct from Mario.)
The Biggest Aspect to Remember
When making these videos, you’re actually speaking to your intended audience—read, potential customers—on a one-to-one basis. As I said in the section above, these videos don’t need to look like the TV newscasts I used to work on once upon a time (my “deep” background is in TV news). The key here is to look natural… and “real.”
So the biggest question I need to ask you isn’t “Why should you produce videos for B2B sales?” It’s actually “Why aren’t you producing your own videos?”
Want to access the Webinar session with myself, Mario and Brynne where we delved deeper into the world of video and gave lots of tips on how to effectively use it in selling? You can watch it ON-DEMAND here.
Mario has also written extensively on the use of video in B2B sales. Here’s a great article of his on the subject: “5 Reasons Why Your Buyers Aren’t Responding to You.”