How to use video in email prospecting [with video demo]
by Anna Kaine on 25 March 2019
Putting yourself in front of a camera, pressing record and speaking for the first time can be a daunting prospect. If you’re not someone who naturally enjoys speaking (or at least doesn’t love the idea of making a lasting record of your voice!) then the concept of regularly making video content part of your email strategy is probably less than appealing.
In a recent HubSpot course we attended on video prospecting, it was revealed that 70% of HubSpot users say they are yet to try video in prospecting emails: this is a huge missed opportunity for many businesses. And if you embrace it now, you’ll be in that smart 30% of businesses making video prospecting work for them.
Just to prove you can overcome any nerves or awkwardness, I’ve included a series of my own videos throughout this post to offer both extra tips on video prospecting, and prove that a complete novice can turn out watchable-enough content! In this post I’ll be offering hints and tips for getting started with video email prospecting – ready, set, action!
There are so many advantages to creating videos when prospecting for your business – so much so, that it’s a wonder we haven’t all been creating these quick, personalised snippets for years. Some of the benefits include:
Each member of your sales team should start dedicating an immovable period of time each day to video prospecting. Some like to do this first thing in the morning when the office is quiet, or last thing in the evening as the office starts to empty. Either way, you need to work out quickly if your prospect is a genuine lead or not – and video is a great way to divide prospects. As HubSpot's Principal Channel Manager, Brian Sexton says:
“I’m looking for a ‘yes’, or I’m looking for a ‘no’ – a ‘no’ is as good as a ‘yes’ because it allows you to move on and focus your energies elsewhere.”
Wherever your work space is, there are a few rules to follow as you create your videos:
Everyone in your business should be using video, not just your sales team. Yes, video emailing is a way for sales reps to reach out to prospects, but this is just one use of video – we’ll be exploring others in future posts.
Get your other teams to create short videos to help build confidence with the tools. For example, your HR team could be making short snippet videos for LinkedIn when advertising for new roles in their next recruitment drive. Your marketing team could be incorporating how-to videos into their blog and content offers. Customer-service reps could be using real-life videos internally to show positive and negative examples of customer service. The list goes on.
Set yourself a goal: make 5 or ten videos in this next week and send them out to prospects. Exchange videos with one of your colleagues ahead of sending them out and give one another pointers. Whatever you do, start to make those small steps towards making video prospecting a normal, regular part of your working day – we promise you won’t regret it.