We acknowledge the Traditional owners of country throughout Australia. We pay our respects to Elders past and present.
We’re in business to sell stuff, right? So I guess it makes sense to focus much of our time and effort in our marketing on making a sale. But where do sales actually come from? And how can video marketing influence this? In this article, we’re taking things back to first principles for your video marketing, as we dissect how to generate sales with video marketing.
Let’s talk about sales in business, but first, where do they actually come from? How can we generate more of them? Well, one thing we know for sure is that people don’t accidentally part with their cash. Making a decision to buy can be quick and easy or it can be slow and difficult. But there is always something that leads to a sale taking place. So back to the question, where do sales come from? Well, let’s simplify it.
We make sales when we get opportunities.
Perhaps a warm referral from a past client presents an opportunity, a lead through our website, an opt-in on a Facebook ad, or a chance meeting at a networking event presents an opportunity. When we have opportunities in front of us, then we can do things to convert a portion of those opportunities into sales. But an opportunity alone isn’t enough to make a sale.
Build relationships first
In order to consistently and effectively make sales, we need to be building relationships first. Chris Ducker from Youpreneur.com is fond of saying people buy from people. Without first aiming to build some sort of trusted relationship with a prospect, those chances of an opportunity converting to a sale are severely diminished.
But how do we build relationships with our prospects? Easy, it all comes down to human nature. We build relationships through conversation, one on one, person to person conversations in real life, all virtual, it doesn’t matter. But what does matter is that a business is opening some sort of conversation with a prospect. By doing this through real conversations covering topics and points of interest that really matter to someone, it’s natural that relationships form as a result.
Questions and Answers
How do we start conversations with our ideal prospects who don’t really know us yet? It’s a no brainer. You and I are doing this right now – Questions and Answers. By asking questions of your ideal prospects, you’re addressing those pain points in their lives that will start the right conversations. Your prospects, your audience, they have emotional needs or pain that they’re feeling right now and that your product or service can help them with. When you identify what that pain is, then you know the right questions to ask. We believe that it’s from here that we get to the root cause of a sale – questions.
Questions lead to conversations and conversations lead to relationships, from relationships, you generate opportunities, and like we said at the start of this article from opportunities, comes sales. This is how a sales and marketing strategy should be designed, and where video marketing really shines. With this human-centred approach to video strategy design, it becomes clear that some of the first pieces of video content that we want our ideal audience to come into contact with should be asking and responding to key questions that our prospects have.
We need to ask or respond to these questions in such a way that prompts emotional connection and therefore, that conversation. After all, there’s no point asking questions if nobody cares enough to answer. By using video strategically, and structuring our content planning around our prospects, key pain points and burning questions. We’ll be starting conversations around our brand ecosystem online. But don’t forget the goal here is for those questions to lead to conversations. So plan for this and approach your video content production in a way that opens up and encourages feedback.
Be direct and ask a viewer to respond in the comments or reach out for feedback or leave an answer in a poll. If you’ve done this right, then the conversations will have started around your content and your brand. However, you need to remember that conversations are not one sided when they happen. You need to engage and continue the conversation in an authentic and human way. And as you further map out your online video strategy, you’ll now want to consider moving those conversations into deeper relationships. This is where you’ll be creating video content around an offer that will bring those engaged prospects further into your brand’s ecosystem.
Perhaps your goal here is to get an opt-in to your email list, or a registration to a webinar, or even some sort of initial discovery call or a trial. Remember that those relationships are now becoming opportunities. As we’ve established, it’s the opportunities that lead to sales.
The video content here can now supercharge that opportunity conversion by overcoming objections, by clarifying confusion, by simplifying the decision making and humanising the sales process. This is where video really shines. So questions lead to conversations, which build relationships that generate opportunities, and therefore they make more sales. Which is why we’re in business in the first place.
How do you think about the role of sales in your business? Are you using video effectively in creating more opportunities for your business? Contact us if you want help to build your video strategy out.
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