Video Prospecting in Sales: Best Practices and Steps

Reaching out to prospective clients can be really hard. Video prospecting is a great way to get your message in front of your potential customers without too much fuss. A prospecting video can help you break through all the marketing noise, get your product or service in front of the prospect, and book that meeting.

The short answer to the question we’ve asked above is, “Yes, you absolutely should bother with video prospecting!” Here’s the longer answer, with a few tips and best practices to help you make the most of this specialized area of video marketing.

What is Video Prospecting, and Does it Work?

Firstly, what does prospecting mean? Video prospecting refers to using video as a tool to reach out to potential customers or clients in a personalized and engaging way. Instead of sending traditional text-based emails or messages, businesses use video to introduce themselves, explain their value proposition, or address specific pain points. 

Here’s a breakdown of what video prospecting involves:

1. Personalization: Creating videos tailored to the individual recipient or their specific needs. This can make the outreach feel more genuine and relevant.
2. Engagement: Videos can capture the prospect's attention more effectively than text, which increases the likelihood of them watching and responding to your message.
3. Clarity: Videos can help convey complex information more clearly through visuals and spoken explanations, aiding in better understanding and retention of the message.
4. Follow-Up: Video prospecting can be used as part of a follow-up strategy, providing a more compelling way to re-engage with leads who haven’t responded to previous outreach.
5. Metrics: Many video prospecting tools offer analytics, allowing you to track who watched the video, how long they stayed engaged, and other valuable data.

Does video prospecting work? The short answer is yes! It helps build a personal connection with potential clients, makes your outreach stand out, and can convey your message more clearly than text alone. Video prospecting often results in higher engagement rates and can lead to better responses and conversions.

Benefits of Video Prospecting

Video prospecting has become quite popular because it makes reaching out to potential clients much easier. You can record the video from the comfort of your home or office, doing as many takes as you like until you are happy with the end result. It also gives a personal touch to your prospecting, plus it can help ease any fears or uncertainty about your products because people can see everything first-hand before committing to any contracts. 

Sending a video to your prospect is far less stressful for both of you. You don’t have to worry about carrying out a perfect pitch over the phone, and your prospect doesn’t have to feel any pressure to sign up for anything during the call. They can watch your video at leisure and then respond. Video also offers several opportunities for generating feedback through surveys, polls, quizzes, or contests. 

Prospecting with Video for B2B Sales

Video prospecting for B2B marketing is easier, more effective, and more cost-efficient than phone calls. Here’s how to do it.

Research your ideal customer

Before you switch your camera on or even write your script, first know exactly who you will be talking to so that you can tailor your video prospecting messages to their needs and pain points. Who is your prospect? What is their job title? What is their decision-making power within their organization? What are their needs, challenges, responsibilities, and pain points? Once you fully understand these things, you can craft a compelling marketing video.

Choose your timing well

Timing is crucial in sales with video prospecting. The effectiveness of your video depends not only on your content but also on its position in the sales process and whether the content is pitched in line with that. Think about where you are with this particular client. Is this the first outreach or a follow-up? If it is a follow-up video, have you been interacting regularly with the client, or is this an attempt to revive the prospect after it has gone cold? Once you know where your video belongs in the sales process, you can create it.

Write a script

Now, start writing your script or use an appropriate template. If you already have a script for telephone prospecting, then you can modify that for your video. If you don’t, then you can try working with this basic framework:

1. Start with your greeting and a brief introduction.
2. Mention the relevance of your outreach.
3. Explain the exact purpose of your video.
4. Discuss your main points, including the next steps and a CTA (call-to-action).
5. Close off by thanking the prospect for their time

Choose a thumbnail and supporting copy

Once your video is ready, you must choose an engaging thumbnail and write a short description to entice the viewer. When you write the intro, refer back to your original research and ensure you are writing something that will appeal to your prospect. Try referring to their social media profiles, especially LinkedIn, and speak to them as friends.

Six Video Prospecting Best Practices

So much for the basics, now, let’s examine some tried-and-tested best practices to help you optimize your prospecting videos.

• Keep your videos short: Your videos need to be short and punchy. Introduce yourself, get your message out, give a CTA, and then close.
• Include a CTA button in the video: Don’t just speak your CTA; include a button in the video that the prospect can click on to take them where you want them to go. 
• Write an attention-grabbing subject line: Address the prospect directly by name and invite them to view your video.
• Make eye contact with the camera: Always make sure that you talk directly to the camera. This will make the viewer feel that you are talking directly to them.
• Personalize your message. 
• Add some text to the email: Introduce yourself and let the potential customer know that your video is recorded specifically for them. Be creative and encourage the viewer to click and watch.

If you follow these steps, you should see for yourself the power of video prospecting for your business. But if you need help getting started with video prospecting, or with any other aspects of your digital marketing strategy, then make sure to contact WSI.