Sales have always been the most sought after talent in any industry. Yet it is baffling to see that there is no formal education for sales. Before the onset of the internet age, sales guys were revered. As their experience in the industry grew, so did the number of cards in their Rolodex. Now, a quick and easy way to reach out and stay in touch with potential sales is B2B video.
With social media and inbound marketing, the enigma around sales has diminished. Marketing now has a higher say in providing relevant content for targeted accounts than just creating adverts and focusing on the buzz. That doesn’t mean SDRs and AEs are no longer needed. It just means that the game is being played on a different playground where a lot of data is public knowledge. Client-specific data, likes – dislikes which were once the holy grail to close deals are now readily available. How can the sales teams survive in a space where smooth talk just won’t cut it?
Enough has been written about B2C selling. With platforms like Instagram, Snapchat and Facebook, it’s a no-brainer to leverage them for retail selling. B2B sales, however, is all about building relationships. These relationships are primarily long term. Though these are business transactions, personal conversations do happen. SDRs and AEs are expected to establish a personal connection with the prospect to make the sale easier. Social media helps here in choosing the right triggers to break the ice.
With social media finding a spot in everyone’s schedule, single touch points are no longer useful. Sales no longer happen with a face-to-face meeting. They all happen online. Facebook, Twitter, and LinkedIn provide numerous options to reach a prospect. With scalable social channels, we now have the problem of authenticity. How can sales have authentic conversations with prospects at scale?
Direct mail was the go-to weapon of mass unsolicited outreach. Email marketing was highly effective and yielded great results. It helped shorten sales cycles and costs to acquire a customer. With its popularity, however, people started to abuse it. Same for social. Lazy sales reps have a template that they use everywhere on social. These icebreakers are not only fake, but they also end up frustrating the prospect.
The only genuine way to reach the prospect is through videos. Videos help to put a face to the outreach and cannot be faked. It shows there is real interest and you’re to be taken seriously. It’s the best way to cut through the noise and stand out.
Being a rich medium, B2B videos have to be used judiciously though. Here are a few ways you can use videos for B2B social selling.
Tag Your Prospects In Your Video Posts
Social media is all about finding connections and having great conversations. It should never be a place for direct selling. Impulsively if you start pitching your product to a prospect, you are sure to lose out on two fronts: respect and Value. People do not respect the clingy sales guy. Sales intelligence tools just get you the location of the conversations. You are supposed to add value to these conversations.
The best way to do this is to tag your prospects in your posts. One way of doing it is to write a post mentioning the best practices in your industry. This amplifies the reach of your post. Tag a few influencers and your prospects to this post. The value that your prospects get from this recognition is immense. Being chosen as an elite with some of the best minds in the industry is an honor. It opens up your post to discussions where your prospect can actually get involved in productive conversations.
Add value to all the connects you make of LinkedIn and Twitter. Use these connections effectively to book more sales meetings.
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Mention Your Prospect Directly Through a LinkedIn Video
This is a slightly different method which a few sales teams have started adopting. Record a personal message directly mentioning the prospect. On social mention that they can expect a call sometime soon and the purpose of the call. People generally do not answer unsolicited calls. This one way to break the ice.
Clearly mention that you’re a legitimate company who’s trying to provide real value to your customer. Sales teams in high-growth companies like Lessonly have already started to implement this method. A video shows that you are genuine and care about your customers. A great way indeed to use social media to convert a call into a meeting.
Add Videos in LinkedIn Groups
LinkedIn Groups have not been very active for a long time. This is probably because of the quality of content that does the rounds in these groups. Over the years, LinkedIn groups have become a content distribution platform. Genuine conversations, consultations, referrals not longer happen in these groups.
Break this radio silence with videos. Record personal videos that add a lot of value to the group. Select specific groups that are common with your prospect. Start dropping these videos consistently. What does this do? This places you in your prospect’s radar. The moment you connect with them, they will recognize you from the videos. It makes for a smooth connect.
Imagine Neal Patel and the videos that he creates. They add a lot of value to you as a digital marketing professional. If he DM’s you personally to collaborate jointly on a survey, won’t you participate? That’s the effect recorded B2B videos can have on your sales prospects. Keep churning out valuable video content through social channels to get those sales meetings.
Video Prospecting for Event/Conferences
Events are a great way for B2B companies to build connections and acquire new sales prospects. It doesn’t matter if you are attending an event or hosting one; videos should be your go-to method of communication.
If you are attending an Event/Conference
Find out if your prospects are attending an event that you’re participating in also. If they are, show them some love on social media. Capture a beautiful video with a direct message and post on social. Ask them to meet you. If you have a booth, ask them to visit you there. Don’t just post a watered down message saying that you’re excited to attend this event. Of course, you’re excited. But guess what – no one cares. Until you start acting like a person and less like a mechanical robot, social media videos are not going to help you.
If you are hosting an Event/Conference
Create a list of accounts you need to attend your event. Start a hyper-personalized ABM campaign to get these prospects onboard. To break the ice, record a video mentioning them along with a few other influencers that are attending this event. A video will give you the edge to connect personally and get more attendees. Videos help you capture the message clearly and establish that your prospects are as important as the influencers that are attending. Keep giving value to the prospects to lock those attendees for your event.
Record Podcasts With Them (Pro-Tip)
Podcasts are gaining a lot of marketing momentum recently. A lot of value is being derived from this channel. People who find it difficult to read articles can be seen checking out best practices on podcasts. It’s the ease with which the knowledge can be gained that makes podcasts a successful medium.
If you have a podcast, record a podcast with your prospect. Make them feel special and introduce them to your audience. This play is reserved for pros who are comfortable hosting a podcast.
You can promote snippets of this podcast through social media and drive long term value for your prospect. The buzz that you can create from this simple hack can open up a lot of doors. Especially if you’re looking for an enterprise deal to convert. Talking to the prospect about the best practices they employ and introducing them as a noted figure to follow is the perfect way to get through the door. It is a long process though but gets the best results.
DMs with Videos
DMs have got a bad rap when it comes to sales. Twitter DMs and DMs through Sales Navigator are the usual suspects. As I said before, lazy sales reps continue to dish out templates hoping to get a reply. What if they just recorded a video instead? Videos tell the prospect that you have taken time to do your research about their company. You genuinely care about them, and you would like to work together. More than that it tells the prospect that you are NOT FAKE. Start recording personal video pitches to get more of those sales meeting booked. Use DMs effectively and don’t spam.
In a world of automation, staying relevant and genuine is the real challenge. It becomes imperative for sales teams to be personal while selling to corporations. It’s not easy as everyone is exposed to automation tools these days. Use videos effectively to stay relevant and book more meetings.
Let me know if you use B2B video in your sales outreach. If you have any new ways to use videos in social media, comment below and we’ll add it to this piece. Until next time!
For more information on the impact of video marketing for the B2B market, check out this great infographic from LinkedIn.