8 Ways a Video Strategy Can Fuel Your Sales Team Endeavors

A sales team is an integral part of every successful brand. It performs a set of tasks critical to making your business profitable:

●       doing research and mining the data to create a sales strategy

●       identifying sales opportunities

●       creating reports on sales performance data

Sales teams also work closely with marketing teams on developing and creating content that would help promote the product and increase sales. Today, we’re going to look at how video content, in particular, can fuel your sales team’s endeavors to boost profits.

The Connection between Video Content and Higher Revenues

You might have heard that video content has been gaining momentum recently. Companies use videos as a marketing strategy to boost brand awareness and customer engagement.

But can videos help you sell more of your products?

Yes, and the numbers prove it. According to the stats roundup by Biteable:

●       videos attract 300% more traffic (which means more leads and potential customers)

●       a video on a landing page can boost conversions by nearly 80%

●       video content increases organic search traffic by 157%

●       52% of marketers say they prefer video content because it delivers the best ROI

●       64% of consumers make a purchase after watching a branded video

So, if your sales team is looking for a content type that can help boost profits, video content is the way to go.

That being said, video content is also very hard to produce. Apart from knowing exactly what audience and which of their needs to address, you will also have to spend a lot of money on the production process to create a video that will actually deliver good results.

To help your sales team make sure it doesn’t waste time and money, here are a few video suggestions to fuel their sales endeavors. We’ve broken down these video types according to different sales funnel stages.

The Awareness Stage

This is the first stage of the buyer’s journey. At this point, a customer identifies the need that has to be solved and gets acquainted with your product as a solution to this need.

The sales team’s main task at this stage is to provide as much information about the brand and the product as possible. Here are some video types that can help with that.

1) Videos about brand

Of course, your potential customers can look up some information about you on the internet, read reviews about your brand, or get some information on your company through word-of-mouth.

However, the information your leads can collect about you can be insufficient and false. So, unless you share more about yourself, you’ll remain a closed book for your potential customers.

That’s why it’s a great idea to film a short video introducing your brand that will show:

●       the behind-the-scenes, your team, office, giving a little sneak peek into corporate culture

●       the idea led to creating your company and shaping it into what it is now

●       the most common needs that your brand helps solve

For reference, you can take a look at HubSpot’s About Us video example:

This video is a bit over two minutes, but it manages to share the viewpoints of the company’s key players on what makes HubSpot the success that it is.

How will such a video help your sales team’s endeavors?

Surely, you might think that people can read all this information on your website. However, video can make this information more engaging.

The use of visuals, catchy headlines, and animations can make the information about your company easier to perceive and memorize. Besides, if you encourage your top management to share their opinion, it will add credibility to your video and help people form a positive opinion about your brand right away.

2) Videos about product

The same video idea can be applied to videos introducing your product. Here, we’re not talking about explainers or how-to videos just yet. At this point, you’ll need a simple introductory video to give the viewer a general idea of what your product is and what it can do.

Since we started talking about HubSpot in the previous section, the company also has a notable example of an introductory product video showcasing its Make My Persona solution:

This video shows the key idea behind the Make My Persona generator, some of its key features, and the results it can help businesses drive. This information is enough to form a general understanding of the product.

Will introductory product videos help your sales team drive profits?

There’s a reason companies keep investing in such short videos, even though they don’t provide an in-depth look – 73% of people who watch a product video will make a purchase. Besides, such videos can be reused on different platforms because they are short but engaging.

3) Behind-the-scenes videos

These videos are not necessary, but they can significantly improve your digital marketing strategy and create a fuller online image of your brand.

People always want to find out interesting, never-before-seen details about brands, and showing how your company is functioning, and the process of creating your product can give people the answers they are looking for.

A great example of a behind-the-scenes video featuring a brand’s product is LUSH’s intergalactic bath-bomb-making video:

The video shows the step-by-step process of creating a bath bomb. But the most crucial point here is that a viewer can also observe the technical part of this process and all the safety regulations that have been considered. This can play an important part in helping a customer make the purchase decision in the brand’s favor.

The Consideration Stage

We’re slowly but surely moving forward to the next stage of the buyer’s journey, which is a consideration. Now, a customer has a general idea of your brand and product but wants to deepen their knowledge.

At this point, your sales team’s task is to ensure that the information that a customer learns about your brand and product is consistent. Here’s how different video types can help you achieve that.

1) Explainer and how-to videos

An obvious choice if you want to provide more insights about your product is an explainer or a how-to video.

Both video types can involve narrators and a product demonstration or can be completely animated. For instance, this explainer video by SEMrush shows a screen demonstration of the brand's SEO Keyword Magic tool with a voiceover:

This SEMrush tool is pretty complex, and a customer might need a more detailed explanation of how to use it. But during this explainer video, a viewer gets to take a closer look at the product features and see how they can meet their needs. As a result, your potential customer will be able to make a more informed purchase decision.

2) Product testing videos

Explainer and how-to videos give a more theoretical viewpoint on a product. The information you provide in these videos works well to make the customer consider your product, but you need something stronger to push them to buy it.

This is where a product-testing video can come in handy. It can be a short video, where you can involve someone from your staff or a few brand fans to try your product on camera and share their first opinion of it.

DECIEM, the creator of The Ordinary skincare products, invited its employees to try its AHA BHA peeling solution for a product-testing video:

The participants also followed all the product instructions recommended by the company to all the buyers. They shared their thoughts on the texture of the product, the tingling sensations from it, and the effects after they washed it off.

How can product-testing videos help your sales team’s endeavors?

Such videos provide social proof, which plays a key role in purchase decisions. According to statistics, 88% of consumers say product reviews influence whether they end up buying a product. So, a product-testing video can be quite effective in helping you boost sales.

3) Videos featuring influencers

Apart from your employees or brand fans, you can also invite influencers to review your product on camera. These videos are usually paid promotions, but it doesn’t mean that they should look like forced advertising.

For instance, you can take a look at Lady Gaga’s Haus Labs partnership with a YouTube makeup artist Nikkie Tutorials:

On Nikkie’s channel, she does Lady Gaga’s makeup using only the products launched by her brand Haus Labs. Even though there is no obvious promotion in the video, it’s clear that this is a partnership since all the products used in the video belong to Lady Gaga’s brand.

Indeed, working with influencers has great perks for your company and your product. They provide their professional opinion on it, which is also a form of social proof.

However, the biggest benefit you can get from such a partnership is exposure to the influencer’s audience. Influencers write content and create videos to share their honest opinion, which their followers trust. If you get an influencer to promote your product, you’ll expose your brand to more potential buyers.

The Decision Stage

This is the final stage of the buyer journey. At this point, the customer already knows your product well enough and has almost made a decision to buy it. Right now, they might be weighing up the pros and cons and studying separate features of your product.

Here, your team’s task is to drive more sales by building trust. It’s important to continue providing credible data to persuade a customer to make a purchase.

Below are some video suggestions that can help your sales team at the decision stage.

1) In-depth video guides

As we mentioned, in the decision stage, your buyers might be interested in getting more information on separate product features. You can provide this information in an engaging way through detailed video guides.

For example, Tidio, a chatbot company, has videos on how to operate separate product features. The one below teaches their buyers how to set up a live chat on Shopify:

This video resembles a how-to or explainer video format we talked about a bit earlier. However, in this case, the video will be much longer and more in-depth.

With that in mind, if you decide to incorporate detailed video guides in your video marketing strategy, you need to write a script first. A script will help create the flow for your video guide and make sure you mention everything. Also, don’t forget to proofread your guide thoroughly, which you can do automatically using an academic writing tool that has a built-in editor and readability checker. You can check this hirewriters review, for instance.

Do such video guides help boost sales?

You already know that, at the decision-making stage, a customer usually compares products from different brands. Providing in-depth information on certain product features will help them make a more informed decision and choose your product over your competitors.

2) Testimonials and case studies

One more way you can get your buyers to favor you over your rivals is to share some testimonials or case studies. Such content adds credibility to your product and shows that it actually delivers good results.

Of course, you can create a case study on your blog. But video format will make it more engaging and easier to comprehend. Just take a look at this video featuring a SEMrush and Arkadium case study:

This video shares the general results of the study. But what makes it great is that the person who is responsible for successfully increasing traffic told the real story and shared his insights first-hand. As a result, all potential buyers can see the effectiveness of SEMrush’s tool, convincing them to purchase and try it themselves.

Wrapping Up

There is no doubt that video content can help fuel your sales team’s endeavors and positively impact your profits. However, it’s possible only if you use the right video content at every buyer journey stage.

For instance, in the awareness stage, you can share videos about your brand and product to introduce yourself to your potential buyers. The behind-the-scenes videos can also work great here to give a sneak peek of how your brand operates.

At the consideration stage, it’s time to share more information about your product and support it with social proof. Here, you can take advantage of explainer and how-to videos, product-testing videos, and clips featuring an influencer.

Lastly, at the decision stage, videos with in-depth guides and case studies can help the buyers weigh up your product’s pros and cons and choose you over your competitors.

Author bio: Dorian Martin is a content writer and editor at the thesis writing service GetGoodGrade. He also has his own blog about digital marketing and innovative business ideas.