This is the second of a two-part series on using personalized videos in the sales process. Click here to read part one.
Since we know using customized video is an effective route to better prospecting, let’s walk through the process of creating them.
To start, you’ll need some equipment. Here are the basics:
- Screen recording software: something as simple as Quicktime will do the trick.
- A microphone: a built-in laptop mic works!
- Video editing software: an option like iMovie is perfect.
- A video platform integrated with CRM: consider something like Vidyard and Salesforce.
Once you’re all set-up, you can start to plan your videos.
5 Steps to Make Personalized Videos for Better Prospecting
1. Decide what you’re going to customize. Ideally, you’ll keep this to 4-5 components that you can customize for every single prospect you’ll use this approach for. Here are a few elements you can add to your videos for customization:
- Prospect’s name
- Company name
- Screencast of their website
- Data on their organization
Remember, the idea is to be able to use a template that you can scale.
2. Write out a script ahead of time. More often than not, a script helps to reduce the number of “ums and ahs” as you try to speak on the fly. Just make sure to practice the script enough that it doesn’t sound like you’re reading when you record, or it’ll get awkward.
3. Record the screencast and the audio at the same time. While it’s often helpful to do them at separate times in order to get the best possible audio quality, you may end up with off timing, where you’re showing one thing in the screencast, but you’re still talking about a previous concept in the voiceover.
That’s confusing for even the smartest of viewers and it’s very difficult to re-align this in post-production. Best to stick to recording both at the same time!
4. Send your videos out into the wild. Make sure you include the word “video” in your email subject line — your open rates will thank you.
5. Analyze video effectiveness. Creating great content that engages your top leads is important, but what’s also important is understanding if they actually engaged. This tells you whether your content is working and also helps further qualify your prospects.
Lucky for you, video is one of the highest-information mediums. Due to its linear nature, you can see data beyond whether a prospect clicked through the email or clicked play. You’ll get more information indicative of their interest like how long they watched for or whether they skipped or re-watched parts of the video.
To get access to this info, measure things like:
- How many people viewed the video: more than one viewer probably means they passed it around the office
- How long they watched for: if they watched more than 80% of the video, you have yourself a winner
- If they re-watched parts: viewing a section multiple times indicates their interest in the feature or benefit you were talking about at that time in the video
- If they responded: are prospects responding to your emails with customized prospect videos?
Now you’re all set. You have the tools you need for better prospecting. You’ll capture the attention of your best leads and reel them in with one-to-one communications. I’d be shocked if you didn’t see some substantial results including faster close times and increased conversion rates with this approach.
So…will you give it a try?
