Oftentimes, our social media video marketing efforts are weighed down by our own customers for the lack of thoughtful stories that can touch upon them. These are like run-of-the-mill, telling everything that the target viewers are least interested in knowing. And the heavy budgets we utilize to create a ‘so called’ powerful video is usually downcast as a no-brainer. There does exist a gap between what we do and what is expected of us. Whether it is B2B video marketing or B2C video marketing, the underlying objective of filling the gap remains the same.
Read aloud to know what it takes to fill the gap and take you closer to your target audience through effective video marketing strategies.
Tell a story that resonates with THE CUSTOMER'S problem
First things first. Your viewer who is also your target audience is the protagonist of your story, not you. Period.
The video should only be about your customers, your viewers, your target audience whom you want to inspire, motivate, entice or call to act. Think of this as the first thought in creating your video marketing campaign.
Why do you have to do this?
Because, unless you can build a connect with them, they are not going to trust you. If you are planning to build an impression about your brand through video marketing or social media video marketing campaigns, you need to sow the seeds of trust in your viewers. And if it is done on solid grounds, it is bound to sprout into a relationship. Later you can make the relationship last by nurturing it.
Now, how do you build trust?
By telling them clearly how their problem is closer to you than anything else, and how they can find a trustworthy mentor in you, who can lead them out safely from the problem and transform their identity for good. Let’s break this down…
Your business video depicts your prospective customer’s problem as a story, wherein the customer is the protagonist, your brand is the solution and you are the Godfather who will show them the right path. Therefore, the video must take your audience on a journey. It must be like saying, “Come, today I’m gonna to take you to meet a friend of mine”. This prepares the viewer to look forward to meeting a new person, visiting a new story and throws in an element of suspense, excitement and enthusiasm to know what would unfold, how they would greet each other, what questions they would ask one another, how friendly and comfortable the meeting would be, etc.
Your business video has to be a medium to do exactly this. Only then will you be in a position to count your engagements with your audience. This being the first step to engage them instantly.
So here is how you build your video story. Take a close look at the stages below.
Problem faced by customers
Telling their own story, having them as the protagonist / subject and keeping their problem as the predicate, you can strike a powerful chord with them. Gain the initial interest to pull them to the next level.
Acknowledge, build a storyboard to connect
Through your video, you are telling them that you know their problem and that you identify with it. This is a way to acknowledge that such a problem exists, take for example in B2B, the problem of inadequate leads to website or in B2C, shortage of availability of extra-large sizes in casual wear. These are the problems faced by customers that need to be identified and matched with your offering to create a thoughtful video marketing strategy. And this is what you need to build a storyboard upon.
Gain customer's trust
Once you have conveyed their story across and have built a connect, you are on your way to gaining their trust. Because, by this time they will understand that you have got a solution to their problem and you know how to get them out of it.
Guide them out of their problem and channelize their growth
As a mentor and guide, now it is up to you to show them out of their tricky situation. This is where your brand comes into play. At this stage, your brand is the elixir that will take your customer out of a said problem and give them an identity, position or status that they have been wanting to attain in their life.
Get your video marketing strategy aligned to meet and greet your viewers through these stages. This will ensure success that both you and your viewer would be proud of. Isn’t this a sure shot win-win?
SPECIFY A CALL TO ACTION
So, your video is ready and you have all the hashtags and interlinks in place to accompany the video on multiple channels of marketing. Ever thought of how your audience will get back to you, if interested, after watching your video?
Oh, oh… It will be like reaching the finishing line first, but the medal going to a contender. So, never miss specifying a call to action at the end of the video. Clear, precise and concise, the call to action is the only actable chord in your entire video marketing campaign that can connect you with your leads or prospective customers. Never miss this!
GET YOUR VIDEO MARKETING DONE THROUGH MULTIPLE CHANNELS
Factor this. You got your first steps right. Thorough and perfect. And you went on to market your video on social media aggressively. Does it sound like an alarm bell? Yes, it does.
For your online video marketing to be impactful, you need to get it out on multiple channels. Utilize, not just social but also email, display ads, broadcasts, television, mobile, web and all other platforms where it can be aired or showcased. Employ every medium and channel to take the story to your target audience. Get it to all those places where you know you will find your target audience.
PROMOTE YOUR VIDEO WITH DIGITAL VIDEO ADVERTISING
Digital video advertising enables your online video marketing strategy to have a strong base for reaching audiences far and wide. As per a study by Cisco, 80 percent of all web traffic will be video content by 2019 and there will be a threefold surge in video traffic by 2021. Going by this statistic, we are at the verge of video content boom. And what better times could we have asked to live in?
Seize the opportunity! Promote and advertise your video on digital media like there’s no tomorrow.
SPELL OUT HOW YOUR BRAND CAN TRANSFORM LIVES
Let your audience know that they will be better off with your brand.
Clearly define the benefits they can achieve with your brand.
Underline the difference it would make to their identity / standing.
Highlight the transformation in their status post use.
Remember, this is the larger purpose…to make them feel that a brand can change their life and their business for good.
These steps are a way to do your online video marketing, social media video marketing or digital video advertising right.
The journey that you take with your viewer with these tested steps will go a long way in cementing the path for innumerable such journeys that your viewers, existing and new, will look forward to take with you.
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As a consumer, almost every website you encounter will have a ‘live chat’ function. But are there also benefits from a B2B perspective? There are two very good reasons why B2B companies are incorporating chatbots in their marketing mix.
1. 20% INCREASE IN CONVERSION RATES
2. CUSTOMERS ARE 3X MORE LIKELY TO BUY
Not only does this have a huge impact on the volume of your lead generation, but the quality as well! By answering questions that prospects visiting your website, you will be able to gauge what their needs are and if they are interested in moving forward. Pushing leads through the sales funnel quickly is another benefit of chatbots.
WHY DO IT:
REDUCE WEBSITE DROP OUT
Website usability is crucial to converting leads. When a visitor can’t find what they are looking for quickly, they are likely to leave. A chatbox can decrease the time a visitor spends searching and feeling frustrated. The ease of finding what they are looking for can leave a better impression that could lead to a standing relationship.
Opening a live chat is more convenient than opening a new window, finding the contact page, typing in the phone number, and hoping there isn’t an automated operator who doesn’t understand what you’re asking. Chatbots are instant and can provide the same amount of information in a more concise and efficient manner.
If you are looking to get an idea of how visitors respond to your website, chatbots can provide valuable data. More common questions can be monitored to make changes to the website. Ie. making the answers more accessible or easier to find.
Because agents are able to help more people at a time versus a phone call, sales inquiries can be addressed and handled in a more appropriate time.
HOW TO GET THE MOST:
Here are the ways how to get the most from website chatbots:
1. RESPOND PROMPTLY
Agents who are in communication with the visitors must respond in a VERY timely manner. Live chats have the stereotype of being quick and painless. When visitors have to wait too long for an answer they will drop off and move on.
2. SELECTIVE CONVERSATIONS
Reaching out to every person who visits your page can become cumbersome for agents attending the chat. Instead qualify the visitors by monitoring certain steps they take throughout your website. Key pages or multiple visits are great ways to qualify interested visitors
3. DEMOGRAPHICS, TIME ZONES, AND LANGUAGES
Think of hen your target audience may be searching for your services. Sometimes this requires chatbot agents being available out of office hours. Is your audience exclusively in your time zone? Also something to consider when setting up schedules. Working internationally could also provoke agents being fluent in a few different languages. Knowing your audience will give you the guidelines you need.
If you are not already doing so, introducing a chatbot to your website can give your audience the support they are looking for, your sales team the leads they are looking for, and your ROI the increase you want.
Whether you are pitching to a team or individual, presenting a proposal preparation is key to winning the deal. The success of B2B sales will reflect on your approach. Starting out a situation the wrong way has no return. Being confident, creating the best powerpoint presentation, and having your sales strategy locked away will have you leaving a good impression.
Check out these 7 ways to improve your sales strategy:
1. FOCUS ON WHAT’S IMPORTANT
Going into meeting, it is important to be considerate of others involved, the time they are dedicating, and what they have given up to be there. Sure, you may think that anything you say in this meeting will be important, but will your prospect? Obviously they are interested in something by being at the meeting. Giving them the answers they came for right away is not only courteous but will give the members in your meeting the confidence that they are not wasting their time.
Other meeting etiquette will still apply such as arriving early, not going over the allocated time, focusing on the members in the group – rather than a laptop or cell phone, prepping the projector, or wasting time on introductions. Your clients are busy and have other meeting to attend, phone calls, and emails to respond to. Be grateful for the time they have set aside from their busy schedule.
2. ASK QUESTIONS
Once in a while, make it a point to stop and ask your client a question. Listening for long periods of time can be tiresome and with the attention span most people have today, most words will be going one ear and out the other. Some example questions to use in a sales presentation are:
How do you define success?
Have you used this approach in the past?
Is this a major challenge for your company?
Have I prioritized your goals correctly?
Not only are they here learn from you, but you are also there to learn from them. Try to get the most information from them as you can. The more you understand their vision, pain points, and objectives, the more opportunities you will have to work with. Make sure that you have done your homework and ask prompting questions rather than obvious questions like that the company does. Open ended questions can be helpful to reveal somethings you may not have realized that you could capitalize on.
3. KEEP TEAMWORK IN MIND
If your sales presentation revolves around yourself, your company, or your product ONLY, then that may be the last one you get. It is fair to say that your client most likely has other vendors or agencies that they have considered. Focus on how you can come alongside them to assist in their vision. Show them how you will bring out new customers, retain new customers, increase profit margins, and beat their competition.
To give yourself more credibility, show them how you will do all these things by teaching them. Instead of orange is the new black, teaching is the new pitching. Instead of demanding your client to increase their budget, teach them how they can do business better. Not only are you going to stay in the thoughts of your B2B prospects but you are also building a loyal and natural relationship that they feel had added value.
4. DATA TIME VS. STORY TIME
While data is important to clients, it won’t be the tell all. By starting out with a story to show the ways you can/have helped your clients succeed will have your clients following along. Once you introduce the story back it up with data. Your client will be much more interested in what their competitors are doing or what their customers are saying versus the latest research study.
5. POWERPOINT AS A TOOL
If you do choose to use PowerPoint, make sure that you are following some key rules:
Limit the text
Use a simple design
Be sure that all images/slides are related
Using PowerPoint can be a great way to add interest to your presentation. Showing visuals, charts, photos, and graphs can make it more attractive. As long as PowerPoint is used as an aid rather than a script this tool can be very helpful.
6. KEEP IT SHORT AND SWEET
Although there are probably many things that you could discuss about your company, be sure that your presentations are staying around 15-20 minutes. Be sure that those 15-20 minutes are focused on the main points. Making sure that your clients remember the discussion will be easier when they only have 20 minutes to focus on versus hours. The more time you spend cramming information in, the less your client will remember.
7. HAVE AN AGENDA WITH A PURPOSE
To keep your presentation on track, create an agenda that hits each point that your client is coming to hear about. Following this progression will give your presentation the structure it needs:
Pain Point/Challenge/Opportunity – be sure that all parties are on the same page with what you are discussing. Ask questions to confirm that they see this as a problem or growth opportunity. Making sure that they are in agreement will allow the presentation to run smoother.
Benefits – talk about the benefits your client will see if they choose to adopt your strategy. Giving examples through case studies is a great way to show that it works.
Plan – present the plan to your client to show how you would resolve the client’s challenge/opportunity.
Company – speak very briefly about your company. Include enough information so that your client is assured. Talk about the similar companies you have worked for and their success stories.
Recommend – close the meeting with your recommendation and ask them if they are interested in moving forward. This will give you both an idea of where to go from there.
Use these few tips on how to create a compelling presentation and incorporate them into your B2B sales strategy. By efficiently presenting your proposal to your clients will be your key to success.
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