Inbound Training & Video Strategy at posiçãoImpactpowerhouse, a digital sales and marketing company that helps
companies become the most trusted voice in their iemandustry.
We specialize in helping companies in sources all of their content production.
So whether it's video or written content,
we help them essentially become masters of their own destiny
who don't rely on an agency
to do all of their sales and marketing.
So my role at Impact is to empower our clients,
videographers, sales teams, marketing teams,
even leadership teams, to really have an understanding
of not only video, but communication
and how to connect with their buyers
and become the most trusted voice in their space.
And the reason that's important for video, obviously,
is because with video, you have the power
to allow your prospects to see you, hear you, and know you
before you see, hear, and know them.
Five years ago, we weren't having a conversation
about video like we're having it now.
And the funny thing is the technology has brought it
to be a necessity for any business
to connect with their buyers.
So if we're really saying that video is so powerful
because it allows us to connect with prospects
because they can see us and hear us and therefore know us,
then we have to get good at not only communication
in general, but understanding the technologies,
understanding the platforms, and understanding
what our buyers really need to see and hear from us
in order to be trusted.
There's at least two major trends
that we know are gonna continue on to the next five,
even 10 years from now, with video.
The first one being personalized video or one-to-one video,
which is made for one person.
It's communication, short communications,
that enhance sales conversations,
enhance a marketing conversation,
enhance just maybe a leadership conversation to their staff.
But again, because it's so easy now to create these videos,
it allows us to connect on this more intimate level,
see here and know us before we see here and know them.
So that's amazing.
And once again, we weren't having this conversation
two, three years ago because the technology wasn't there.
Now it is and now we can do it.
So that's the first major thing.
Second major thing is how video can be used in sales.
We at Impact believe that video, first and foremost,
is a sales tool that happens to have
favorable marketing results.
So here's what I mean by that.
If you look at the way that the sales team is using video,
or probably not using video right now,
you look at the potential for it.
In other words, the sales team has the ability
to connect with prospects and build trust
before they even meet, before they even shake their hands.
So we have something at Impact that we teach our clients,
which is called the 80% video.
And it's amazing because it allows a salesperson
to answer major questions before the first sales appointment
and therefore improve the quality of that sales call
and also shorten the sales cycle in general.
We call it the 80% video because if you go to most sales
teams and you ask them, out of all the questions you get
on the first sales appointment,
what percentage of those are the same every single time?
Most are gonna say about 80%.
So if we know what those questions are,
what would happen if we addressed them
before the first sales appointment?
Obviously they would build trust with you,
that first appointment would be shorter,
and likely the whole sales cycle would be shorter.
But we know this is gonna continue to be a trend
using video actively in the sales process,
especially before prospects even meet with sales.
Measurement is so important.
When it really comes to any video,
but especially if you're talking about sales,
because first of all you have to measure
what matters at the right time
to know if video is actually viable in the sales process
or to gauge how well you're doing with it.
But also if you don't have intelligence
at any point in the sales process,
then you're probably missing out on something
or you're missing an opportunity
to enhance the conversation.
So the first thing is measuring what matters, of course,
at the right time.
The biggest way to fail with video
is that you just try it out
and you start measuring the wrong thing.
Like, you know what, I've been sending these one-to-one
videos and I haven't now closed any deals
because of those videos.
That would be the wrong thing to measure first.
Don't expect revenue after the first eight videos
that you've sent.
But if you're measuring what matters,
did all of those videos actually get opened?
Did they actually make it to the prospect's inbox?
When they watch it, how much did they actually watch?
Are we getting 100% of a view?
Are we getting 50%?
So you have to measure what matters.
And without the right technology,
you can't see these things, right?
The second thing is if you are lacking intelligence,
then you're probably missing out on an opportunity
to enhance a conversation with a prospect.
So for many of our clients, sales teams,
they can see how many videos
or what videos a prospect has watched
before they have the conversation.
And if they know that this prospect has already
watched a lot of content about the cost of the solution
or the benefits of the solution,
well then they don't have to bring that up again.
And they don't have to beat the client
or a prospect over the head with information they already know.
And so measurement is important not only
for proving ROI long-term and sticking with video,
but also measuring in terms of analyzing the data
before you have a conversation.
So if you talk about video in terms of how it applies
to the flywheel, right, which is the new thing,
or just the funnel, which is still a very viable model
for sales and marketing.
If you look at how it applies there,
it's actually much easier to base your strategy
off of a funnel, which is based on where the customer starts
and then where the customer ends in their own journey.
I think it's more important to focus on what they're doing
versus what we think they should be doing
in some sort of flywheel.
The major thing is this, what are the questions
that come up at different points in the funnel
for that customer?
The questions they have when they first become aware
of their problem are very different than the questions
they have when they're looking for a specific solution
to that problem.
And so the way that any sort of content,
especially video, would apply to the funnel is,
okay, if a customer has just become aware
that they have this problem, what are the major questions
that they're gonna have at this point about how to solve it?
We like to focus on the decision stage
of the buying journey or the bottom of the funnel
in many cases because that is where most companies
aren't willing to be straightforward
in the way they communicate on their website
with video or with written content.
And so what we teach our clients to do is to address
those major questions that other companies aren't willing
to address on their website.
Questions about cost, questions about comparing
different solutions, everyone wants to find the best
and not the worst solutions, we're talking about the best
this or best that, best widget, best solution,
best company, and if you focus on the decision stage
or the bottom of the funnel and you focus your video content
on how you can apply it in sales, then it really applies
to all parts of the funnel.
But that's usually where you have to start.
You don't start at the top of the funnel,
you start at the bottom, very bottom of the funnel.
So you see these amazing studies, like the ones done
by Cisco that say by the year 2022, something like 82%
of all consumer internet traffic is going to be video.
So obviously it's very clear that we need to be making video.
And there is really a threshold of video creation
and the technology's cheaper and all these things, right?
It's easier now to create a video than it's ever been,
ever in the history of ever.
But we have to figure out how high above that threshold
we're willing to aim for, right?
And I think that's really where businesses should be looking
is not only just creating video, but how high above
the just video creation plateau we're willing to go.
So as we look ahead into 2020 and the next five
or 10 years of video, there are a few major things
that I think a lot of organizations need to prepare for.
And that is that we've always had the conversation
where video is a marketing tool.
But we at Impact believe that video is actually
first and foremost a sales tool
that has favorable marketing results.
And so here's what companies need to know
to get ready for this.
First thing is the role of in-house videographer
will be as common as sales manager in the next five years.
It's not sooner than that.
We wouldn't think of not having a sales manager
at our organization.
It's gonna be the same way with having a videographer.
We're gonna go, well yeah, of course we have a videographer.
Our sales team needs a lot of video content
and we need to be nimble and ready to create
these things all the time.
And so I think companies need to really start figuring out
how are we gonna insource this?
How are we gonna find somebody who aligns
with our organization and can make us
a lot of video content for sales?
But also in the way that we use video
just to communicate in general,
we've gotta get the whole organization prepared
to communicate on camera.
This is another thing that,
the reason we have to prepare for it
is because you can't just throw your stuff
in front of the camera and say,
well this is important now so you've gotta do it.
We have to start training our staff
to not only be comfortable and confident on camera,
but be comfortable and confident representing the company
in any conversation.
Aligning everyone around a common vision,
getting a shared doctrine about the way that we talk
about our products and services.
This way at any time anyone's prepared to be in videos.
