How to Use Video in Value-add Messaging
As consumers become more intelligent about marketing, companies have created new tactics to reach consumers who are increasingly disillusioned with traditional marketing. Value-add messaging is a key trend for marketers—making ads more customer centered and highlighting the value to the customer rather than focusing on revenue. In sales, clear value-add messaging can be the difference between making a conversion or losing a sale to a competitor. As the sales funnel evolves, digital marketing should too.
By the end of this year, 80% of the online content that is consumed will be video-based. Video should not be limited to one part of the funnel or to a company’s marketing team. Using video throughout the funnel and across departments and functions helps integrate value-add messaging into every step. Video is a powerful tool that can do more than just drive sales.
Why use video in the sales process?
Many companies have already recognized the power video holds for driving engagement, boosting sales, and fostering loyalty among consumers, but some organizations are limiting their video use to attract customers. Integrating video into the sales funnel helps keep overall company messaging consistent and has crucial benefits beyond basic advertising.
1. It drives engagement
For many sales teams, it’s challenging to navigate the line between keeping leads warm and overly aggressive outreach. Integrating video into the sales process can help keep potential customers engaged without driving them away. The ROI of video in email campaigns is huge for engagement. Featuring video on a landing page can increase conversion rates by 80% and using the word video in an email subject line boost open rates by 19%.
2. It helps source and qualify leads
In addition to driving engagement, the data sales teams can gain from videos are a great way to qualify leads and make decisions about priorities based on their lead status. Adding a lead collection form is a great way to source new leads and identify current prospects. Video analytics are an added benefit for sales teams who are looking for ways to market smarter and more effectively.
3. Reinforces value-add messaging
Sales professionals know that one of the most difficult questions to answer is: “what makes your company or product different?” Even the best sales pitch can fall flat if there isn’t anything else to support it. With video, sales teams can show what makes their company or product stand out from the competition and highlight why it should be the purchase of choice. One of the most compelling video marketing statistics for sales teams is that 90% of customers say video helped them make buying decisions.
Combining video with Value-add Messaging
When a potential customer is researching a product or service, they are ultimately looking for information that will make it clear why they should ultimately decide to purchase. For sales teams looking to drive conversions, it’s all about educating the customer and engaging their interest. Video is a great way to accomplish both of these goals at the same time.
While video can (and should) be used throughout the marketing funnel, certain types of videos mesh better in different stages. For example, an “about the company” video should come earlier in the process than a detailed product demo. Videos that are a natural fit for convincing consumers to ultimately purchase include webinars, product demos, case studies, and how-to or FAQ videos.
Why is video such a good fit for value-add messaging?
It can help answer the questions and soothe the concerns that customers have before they become a barrier to purchasing. Integrating video in your messaging helps reinforce the value that a product or service can provide and highlight the differentials in a visual and interactive way. Instead of listing off the reasons, show potential customers how a product or service will make a direct, positive impact in their overall experience.
Every sales team can probably identify the top pain points they hear from customers. With video, companies can address these problems directly. Case studies are particularly effective in this stage since they provide an opportunity to show how a product made a difference to a person or company. Use product videos and how-to videos to demonstrate the ways a product can solve a problem. These types of videos help overcome concerns and address questions in a way that is both entertaining and memorable.
The versatility of video is also the key element of its power to impact sales. Video functions so successfully throughout the funnel because it can be tailored and adapted to serve whatever purpose is needed. Different videos should be sent to different types of customers to address their specific questions to helps move consumers through the funnel smoothly and quickly.
Marketers have tapped into the power of video to drive awareness and capture the attention of potential customers. One of the many benefits of video is that it can be used in many different ways across the entire different customer journey. Video pairs well with value-add messaging because it addresses pain points, provides answers to frequently asked questions, and highlights the differentials for one product or service over another. Integrating video throughout the sales process is an exciting way for sales teams to leverage the power of video from gathering lead data, increasing engagement, and driving conversions.
Have an idea for value-add messaging? Feel free to leave us a comment about your strategy and we will get back to you with our thoughts!