Considering some of the reasons why video prospecting is so effective, you may be wondering what this looks like in practice. In other words, how do you create a great prospecting video?
There are no absolute guarantees that doing a certain amount of things will unequivocally lead you to achieving your sales goals. However, by incorporating some of these tactics, what you are doing is putting the odds in your favor. Put another way, you are putting yourself and your company in the best possible position to build a strong relationship with that prospect and generate a sale. In this article, we will teach you.
Here are 7 techniques for creating a prospecting video designed to boost your sales potential:
1. Research your prospect before creating a video
The first step to creating a prospecting video that works is to know your prospect.
If your video isn’t tailored to their specific needs, the chances of them watching it or being attracted to it are pretty low.
So research your prospect using tools like LinkedIn Sales Navigator (to learn about their company and current role), Crunchbase (to learn about their specific industry, goals, and funding), and the prospect’s company website to get the information you need.
Getting to know your prospect includes small details like:
- Make sure you pronounce their name correctly. This is the first step to establishing a strong connection.
- Know their exact pain points and how you can help them.
- Make a proposal based on industry-specific metrics and results.
2. Have a script, but make it conversational
Most prospecting videos are created using a set script. If you’re just reading from the script, there’s a chance it will sound robotic and not make the impression you’re hoping for.
Instead, focus on speaking naturally, as if you were having a conversation with a friend. Keep your main points in plain sight, but speak to your audience authentically. This conversational tone helps build empathy and keeps your audience engaged.
3. Repurpose existing content
You don’t need to constantly create new videos for your prospects. Instead, focus on the resources you already have and try to use them for your prospecting videos.
For example, if you have webinars, presentations, or testimonials from existing clients, extract the key points and condense them into shorter, platform-specific videos.
This strategy maximizes content creation efforts while reaching a wider audience.
4. Reminder and follow-up videos
Prospecting videos shouldn’t just focus on getting the sale.
Instead of simply following up with emails or sharing sales materials with your prospects, you can create a reminder video.
Reminder videos allow you to get up close and personal with your prospects, giving them advance notice of an upcoming meeting or following up after a conversation.
5. Go where your audience is
Use prospecting videos for social media platforms like LinkedIn DM or cold emails.
By creating video content for your prospect and sending it as a direct message (DM), the chances of your prospect opening the message and watching it are much higher.
You can even determine where to focus your efforts. For example, if you’re contacting a prospect for the first time, a simple introduction to your product or company can be helpful.
However, if the prospect has already interacted with your website or other posts, you can create content relevant to the prospect’s industry and share it with them.
6. Educate the audience
Your prospecting video doesn’t always have to be sales-focused. Sometimes, you can just inform and educate the user and let that create interest in your brand.
The power of this tactic lies in getting not only their attention but also their trust. If you share educational and informative videos, the user is more likely to trust your brand. It also shows them that you know their problems and the industry, making you an expert in the specific niche.
Educational videos can be a bit longer than prospecting videos and require a more structured script. Instead of being sales-focused, they should focus on a specific topic that interests the audience.
Take this example from Semrush, which talks about how to use their tools to improve a website’s SEO.
7. Use customer testimonials in your follow-up messages
The way you approach a new prospect will be completely different than how you talk to a prospect who has already interacted with your content.
Since they may have already interacted with your content, you need to give them a solid reason to open and engage with your email.
A great way to do this is to include relevant testimonials in your follow-up email. For example, if you have already served a niche or industry similar to your prospect’s, why not let them know?
Share a case study or, better yet, a customer testimonial. This will help them get a clear picture of how effective your service or solution has been for someone in their industry, increasing the likelihood of getting a response.
How long should a prospecting video be?
Again, there’s no hard and fast rule here. However, I would argue that a shorter video is generally better than a long one. Not only are your viewers likely to be busy, but shorter videos force you to be more focused. Efficiency reigns supreme, so you need to be clear and concise when speaking on camera. In turn, this highly focused attitude toward content creation will improve the quality of your videos.
Finally, since we’re talking about creating video content, we need to spend some time on visuals. Again, you don’t need to invest in elaborate sets or backgrounds to create great video content.
What you can do is use the images around you. You can record cool sales videos from your office, or even when you’re picking up lunch. Wherever you’re recording, make sure your face is well-lit. Investing in an external light source (like a ring light) can be a good option, but it’s not absolutely necessary if your face is sufficiently lit. From there, let your creativity run wild.
