Video prospecting with an 18% conversion rate

Video Prospecting Strategy

Discover how video prospecting can increase your conversion rate by up to 18%: this impressive statistic is the result of more than 500 video messages sent over a 12-month period. This blog shares 9 essential tips to help you perfect your video prospecting strategy.

In the following paragraphs, we analyze the conversion rates of our top five video prospecting techniques. Among other things, we looked at watch time, the number of appointments generated, and the time it took to schedule those appointments.

Our referral strategy resulted in a 40% conversion rate, while our hyper-personalization approach achieved a 19% conversion rate. Read on to discover how video prospecting can help you generate more new appointments by being your authentic self.

“Video prospecting immediately demonstrates your value as a salesperson and makes it much easier to make that call to set up that important meeting.”

However, there is a major problem.

"Buyers" seem out of reach and immune to existing communication channels.

For example, these days the receptionist is like a human spam filter with a built-in defense system similar to the Iron Dome—in other words, there’s no getting past her.

At the same time, buyers are always looking for relevant content—shared at the right time and… exactly, within a relevant context.

Earlier, in my blog post“Selling to the Crocodile,”I shared with you that our brain has a filtering system to protect our neocortex from information overload.

Every “buyer” therefore wants to know as quickly as possible whether you’re interesting, have something new to offer, and/or are intriguing before your information is allowed to take the elevator up to visit the neocortex.

Only then will your value as a salesperson be recognized.

What's more, our reptilian brain is sensitive to anything that moves—mmm, yummy, CHOMP!

Video prospecting is all about emotion

Your primary task as a salesperson during the prospecting phase is to get through, because if you don’t get through, you’ll never actually get the chance to make your pitch.

Video has been an accepted means of communication for years, but a real breakthrough has yet to materialize for the one-on-one engagement that is so characteristic of salespeople.

With the rise of affordable video platforms, there are no longer any technical barriers preventing salespeople from using video prospecting.

And for buyers, it’s so accessible and irresistible, especially because of embedded video in email and the possibilities offered by LinkedIn.

Here's an example:

Numerous studies show that sellers and buyers conduct business based on trust. With video prospecting, you either click right away or you don’t—you’re either in or out.

So if you manage to get through, you'll have 30–60 seconds to tell your story.

How do you do that?

Check out the video prospecting tips below to help you get started.

#1 – Personalization

Of course, you start your email with "Dear 'Name'."

Great.

When it comes to video prospecting, the approach is the same, but the recipient’s perception is different.

The goal is to build trust, and it’s nice when people look you “in the eye” while saying your name or, in the case of a video, display it on a name tag.

But it goes beyond just mentioning a name.

Get to know the other person and capture their interest with a personal approach.

Show that you've done your homework.Example:

Hi Sjoerd, I came across your LinkedIn post where you talked about how important trust is in the sales process.

That's why I made this personal video.

Because…

#2 – Email Subject Line

You've created the perfect video for your prospect.

But he's not watching your video.

Painful.

What we often see is that sellers invest a lot of time and effort into creating a personalized video.

And less on writing a good email.

Mainly the subject line.

This may well be the most important factor in seeing better results quickly.

More opened emails = a higher chance of video views.

Here are a few tips for writing a good subject line:– Intrigue: spark curiosity without giving away too much information.
Example: Your article on Emerce.

– Mention a colleague: Few subject lines are more effective than mentioning a name.
Example: Via Jan de Boer

– Controversial: topic guidelines that challenge current ways of thinking.

– Lowercase letters: Stand out by starting your subject line with a lowercase letter (instead of an uppercase one). Example: Personal video for Jan

– Short (very short): The harder you try, the more you come across as a salesperson. A short subject line can therefore catch your prospect’s attention.
Example: Agree?

– Hyper-personalized: Did you find anything that shows this email was written specifically for him? Use it.
Example: Ajax + Jan = see personalized video.

– (Video): According to research, if the subject line of your email includes the word “video,” you can expect 8 times more views.

#3 – Interesting thumbnail

Okay, your email has been opened.

The next "click" you want to get is on your video thumbnail.

If you're using a platform like Vidyard, this is probably a GIF.

So that a few seconds of the video can be seen as a trailer in the email.

Show here that this is a personal video.

For example, display your prospect's name on a whiteboard.

Or do something “crazy” to pique his curiosity.

#4 – Show your sense of humor.

Show off your intelligence—because, as far as we're concerned, that's what humor in context is all about.

What stands out about someone's profile or a post they've shared?

The goal is to grab people's attention, and a video is simply more likely to bring a smile than a dry, businesslike, and predictable email.

Around holidays or events, doing something “different” is almost always appreciated. You’re less likely to make mistakes, so take advantage of that.

And…

You're probably wondering how I use the gift in my personal videos.

See the video below:

#5 – Interesting location

With video prospecting, it’s important to first and foremost grab your audience’s attention. An attractive, unexpected location makes it even more interesting.

TIP: You're standing in front of your prospect's office and recording a video, so that when they see it, they'll be 100% sure it's a personal video.

#6 – Balance

Wearing a three-piece suit to make an impression won't help you with video prospecting.

Be casually confident in a positive way.

You don't want to come across as if your life depends on a video, but at the same time, you do want to show respect. How do you do that?

#7 – Keep it short

The reptilian brain is actually afraid of everything. And these days, that means being long-winded. It takes a lot of energy, after all. So keep it short and to the point.

The goal isn't to use a video to attract a customer. What's important is to quickly determine whether there's any common ground that would lead to scheduling an appointment.

According to Vidyard, a 60-second video is the ideal length for salespeople.

P.S. It can be longer, but then it has to be more entertaining. That's where your creativity makes the difference.

#8 – Show who you are

The power of video prospecting is that it literally lets you show more of yourself.

The demand for authenticity in the world of marketing and sales can be easily met with video.

Showing who you are is 50% about showing your energy and passion, and sometimes that's nothing more than a smile.

#9 – Call to Action

A good video will attract the necessary attention.

The chances of your video being watched are many times greater than those of a standard email with a lot of text.

However, it is very important that you follow a "view."

You can do this with a quick message, but if you want to secure the appointment, a phone call is a must. A spontaneous response generates up to 10% engagement, and this increases slightly if you follow up with an email, but ultimately, a phone call works wonders after the video has been watched.

The big advantage is that you've given something first, which makes your prospect more likely to talk to you.

(You can find a number of other follow-up options—in collaboration with marketing—for an event or to follow up on a white paper in this video marketing & sales playbook.)

TIP: Be careful with the call to action at the end of the video. You want to build trust—not sell (just yet).

How to Get Started with Video Prospecting?

Our recommendation is to start by creating a few videos for your existing clients

This ensures that your videos will be watched, and that will motivate you.

Next, ask your contacts if they appreciated this. If so, ask them the following three questions:

• Would you appreciate a video if it were from someone you didn't know?
• What should the video include?
• What kind of succession would you accept?

The next step is to create a script that is personalized yet scalable.

You can easily do this yourself if you want to experiment. However, if you’re convinced of the value of video prospecting after reading this blog, watch the video to find out what the conversion rate is after sending 100 personalized videos.

If you're looking for a systematic approach with a conversion rate of 12–18%, our video prospecting training can help you achieve that.

Conclusion

Video prospecting is more than just a new communication tool; it is a revolutionary approach that fundamentally changes the way salespeople interact with potential customers.

By using video, prospects have a more personalized and direct experience, which significantly increases the likelihood of engagement and, ultimately, conversion. The power of video prospecting lies in its ability to build trust, add a human element to digital communication, and enable the salesperson to present themselves in an authentic and memorable way.

This blog has covered the essential aspects of successful video prospecting, from the importance of personalization and creating engaging email subject lines to optimizing video content and effective follow-up strategies.

With a strategic approach, attention to detail, and a touch of creativity, video prospecting can be a game-changer for salespeople aiming for higher conversion rates and stronger customer relationships. It’s time to embrace this innovative approach and take full advantage of the benefits of video prospecting.