As the world becomes increasingly digital, incorporating video into your sales strategy has become more critical than ever. Video content has the ability to engage viewers, evoke emotions, and communicate complex messages in a way that no other medium can. However, for those new to video in sales, it can be overwhelming to know where to start. That's why we've created this comprehensive guide to answer 10 of the most common questions that beginners have when it comes to video in sales. Whether you're wondering what type of video content to create or how to incorporate effective calls to action, we've got you covered. By the end of this article, you'll have the insights and tools you need to create videos that resonate with your audience and drive conversions. So, if you're ready to take your sales game to the next level, read on and get ready to harness the power of video.
Here are the questions we'll cover in this article:
What type of video content is most effective for sales?
What equipment do I need to create high-quality sales videos?
How long should my sales videos be?
Should I use a script or improvise when making sales videos?
What are the best platforms for sharing sales videos?
What type of video content is most effective for sales?
This is a pretty common question I hear and its for good reason. You know that video is vital to increasing sales and conversion but you're not exactly sure which ones to use or create. The truth is that there are a lot of videos to utilize and it all depends on your target audience and your goals. We've referenced some of these videos in our other articles but if you're just getting started you'll want to utilize videos like customer testimonials, our process, FAQs, and even some product promo videos.
Product promo videos are effective for showing off the features and benefits of a product or service. This may put your customers at ease to know exactly what they're purchasing. Testimonial videos show off your past customers that are extremely happy with your goods or service. It can also be a powerful social proof for potential customers. Our process videos will show your potential clients what its like to go through your entire process. Again, this may put them at ease to see how well put together or how easy your process is actually. Finally, FAQ videos are just always helpful. It shows that you know what you're talking about, and it also saves time from constantly answering the same questions over and over again.
2. What equipment do I need to create high-quality sales videos?
Creating high-quality sales videos doesn't have to be a daunting task. With the right equipment, you can produce videos that look professional and effectively engage your audience. One thing to remember is that you're only as strong as your weakest link. If you have great video but terrible audio...your overall product is still trash. While it's true that many people achieve success on platforms like YouTube using low-quality equipment, it doesn't mean we should be content with this standard. You can have low quality equipment while being successful because you have great content but if you have great content, why not strive to have a high quality look as well? Don't half ass it. Whole ass it. This is your passion. Show your potential client that you mean business.
Here's a list of essential equipment to help you get started:
Camera: A good camera is the foundation of any high-quality video. You can use a DSLR, mirrorless camera, or even a smartphone with a high-quality camera, depending on your budget and preferences. Look for a camera with good low-light performance and the ability to record in 4K resolution. Again, you can use your smartphone but being a videographer, I truly cringe while recommending that. Mirriorless cameras have become so affordable, easy to use and give great quality. Don't half ass it.
Tripod: A stable tripod is crucial for keeping your shots steady and professional-looking. Consider a tripod with adjustable height and the ability to pan and tilt smoothly for more dynamic shots.
Lighting: Good lighting is key to creating professional-looking videos. Invest in a basic lighting kit, such as softbox lights or LED panels, to illuminate your subject evenly and eliminate harsh shadows. A three-point lighting setup (key light, fill light, and backlight) is a great goal to shoot for but even just a single light can give you amazing results. Remember you want your subject to be lit properly to stand out from the background.
Microphone: Nothing drives a viewer away faster than trash audio. Clear and crisp audio is essential for sales videos. Invest in a quality microphone, such as a lavalier (clip-on) mic, a shotgun mic, or a condenser mic with a USB interface for recording directly to your computer.
Backdrops: A clean, professional backdrop can elevate your sales video's look. Use a plain, neutral-colored wall or invest in a portable backdrop (such as a roll-up, collapsible, or pop-up backdrop) in white, gray, or black.
Video editing software: High-quality sales videos require polished editing. We don't want to see you hitting the record button at the beginning and end of your videos. We also don't want to see your jumpcuts. I understand that social has made this a "style" but again we should be rewarding mistakes. The whole point of editing is to make the video look professional and polished. A jumpcut indicates that you made a mistake and the editor had to cut it out of the roll. As an expert in your field you should know this like the back of your hand. While we do want to build trust with the client and show that you're just like everyone else, we still want to look the part. Throw some B-roll over that jump cut. It moves the video from a boring talking head with annoying jump cuts to an entertaining video of an expert sharing his knowledge. Choose video editing software that suits your skill level and budget, such as Adobe Premiere Pro, Final Cut Pro, or more beginner-friendly options like DaVinci Resolve. Software like DaVinci Resolve and Capcut offer free versions. With that being said, I am and will likely always be an Adobe editor.
Accessories: Consider investing in additional accessories such as extra batteries, memory cards, lens filters, and a camera bag to keep your equipment organized and protected.
3. How Long Should My Videos Be?
The ideal length of a sales video can vary depending on the content, target audience, and platform. Obviously, the most important aspect of the video is that the point gets across. Did you answer the question for the FAQ? Did you explain the every step from A-to-Z for your process? etc.
Here are some general guidelines to help you determine the optimal length for your sales videos:
Keep it concise: As a general rule, try to keep your sales videos short and to the point. Most viewers prefer videos that are between 2 to 5 minutes in length. This timeframe allows you to convey your message effectively without losing your audience's attention.
Focus on the value: The key is to provide valuable content that answers your viewer's questions or addresses their pain points. If you can achieve this in a shorter time, that's great. However, if you need more time to provide in-depth information or showcase a complex product, feel free to make your video longer, but avoid unnecessary filler content. A FAQ video may be fine as only a 2 minute video however a educational/tutorial video may actually need to be 7 minutes in length.
Consider your audience's attention span: If your target audience consists of busy professionals, they might appreciate shorter, more focused videos. On the other hand, if your audience is seeking in-depth information or guidance, they may be more willing to watch longer videos.
Platform matters: Different platforms have different user behaviors and preferences. For example, on social media platforms like Instagram and Facebook, shorter videos (around 1 minute or less) tend to perform better, while YouTube audiences may be more receptive to longer content (5-10 minutes or more). Adjust your video length based on where you plan to share it.
Remember, the focus should be on delivering valuable and engaging content rather than strictly adhering to a specific length. Create videos that hold your viewers' attention and effectively convey your message, whether they are 2 minutes or 10 minutes long.
4. Should I use a script or improvise when making sales videos?
When creating sales videos, the decision to use a script or improvise depends on your personal style, comfort level, and the specific video content. Both approaches have their advantages and drawbacks.
Consider the following factors to make an informed choice:
Using a script:
Ensures that you cover all essential points and maintain a clear message.
Helps maintain a consistent tone and style throughout the video.
Reduces the likelihood of errors, pauses, or awkward moments.
Can sound scripted or robotic if not delivered naturally.
May limit spontaneity and the ability to respond to unforeseen circumstances.
Allows for a more natural, conversational tone, which can be more engaging.
Offers flexibility to adapt to unexpected situations or changes in the flow of the video.
Can showcase your personality, making the video feel more authentic and relatable.
May result in a less polished or less focused message.
Increases the chances of mistakes, repetitions, or excessive rambling.
To strike a balance between the two approaches, consider these options:
Hybrid approach: Create a loose script or outline that highlights the main points you want to cover in your sales video. This way, you have a clear structure to follow while still allowing for some improvisation and flexibility. First read the entire script into your mic. This ensures that you have every talking point recorded. You can place this audio in your timeline then cover it up with B-Roll. After this, record an improvised take where the subject is looking directly at the camera. Once, in the editing process, you can mix these two takes to have a great piece that sounds natural and complete.
Practice makes perfect: If you decide to use a script, practice your delivery multiple times to ensure it sounds natural and conversational. If you choose to improvise, rehearse by talking through the main points you want to cover to build confidence and fluency.
5.What are the best platforms for sharing sales videos?
Choosing the best platform for sharing sales videos depends on your target audience, marketing goals, and the nature of your content. You can utilize your videos in a lot of ways. Everything from social media to emails and obviously posting on your own website.
Here are some popular platforms to consider when sharing your sales videos:
YouTube: As the world's largest video-sharing platform, YouTube offers a massive potential audience and excellent search capabilities. It's an ideal platform for hosting longer, more in-depth videos and building a library of content that your audience can access anytime.
Facebook: With its vast user base, Facebook is a great place to share sales videos to engage your existing audience and reach new potential customers. The platform supports various video formats, including short-form and live videos, which can help increase engagement and interaction.
Instagram: Instagram is an excellent platform for sharing short-form sales videos and visual content that appeals to a younger demographic. Instagram Stories Reels offer additional formats for sharing videos, each with its unique benefits and audience expectations. IG videos are best in the 9:16 aspect ration or Tall (Portrait) Video format
LinkedIn: If your target audience is professionals or businesses, LinkedIn is a powerful platform for sharing sales videos that showcase your expertise, products, or services. LinkedIn videos can help generate leads, build credibility, and foster professional connections.
Your own website: Hosting sales videos on your website is essential for providing a seamless user experience and keeping potential customers engaged with your brand. Video also keeps people on your site for a longer period of time. Which is definitely what you want. The longer they stay on your site, the better google and other search index view your page. The longer they stay on your site the more emotional attachment they have with your brand and the more likely you are to convert a sale. if your hosting site doesn't offer analytics, you can also use video embedding or hosting services like Wistia or Vidyard to track analytics and optimize your videos for conversions.
Email marketing: Including sales videos in your email marketing campaigns can increase engagement, click-through rates, and conversions. Embed or link to your video content in newsletters, product announcements, or promotional emails.
Each platform has its unique strengths and audience preferences. Experiment with different platforms and formats to find the best combination for your sales videos, and make sure to track your performance metrics to optimize your video marketing strategy. The best strategy is to master one of these tactics before moving onto another one.
Creating compelling sales videos is an effective way to engage your audience, showcase your products or services, and boost conversions. By choosing the right equipment, optimizing video length, deciding between scripting and improvising, and strategically sharing your videos across various platforms, you can make a significant impact on your sales and brand recognition.
I understand that producing high-quality sales videos can be time-consuming and challenging, especially if you're new to the process. That's why my company offers a comprehensive video production service to help you every step of the way. If you prefer not to do it all by yourself, I can film, edit, and even teach you how to create compelling sales videos tailored to your needs. So, if you're ready to elevate your business and harness the power of sales videos, don't hesitate to reach out to us for professional assistance. Together, we'll create visually engaging content that resonates with your audience, drives conversions, and contributes to your success.
Now it's time to put these insights into action and create powerful sales videos that resonate with your audience. Remember, the key is to provide value, answer your viewers' questions, and build trust through visually engaging content. Whether you choose to do it yourself or partner with our team, the journey towards successful sales videos starts now. Good luck, and happy filming!
This is also a MUST READ, if you want to use video for sales.