Top performing content marketers agree that a key formula to sales success is being customer-focused rather than product-focused. This has become a best practice for many successful companies. Ultimately, it isn’t all about you or what you sell, it’s about finding the happy medium between customer-focused and a pitch. So how do you achieve this balance? How do you provide value and also market our brand in a way that doesn’t deter people from our product? Let’s take a look at how video marketing is a winning game for sales reps.
This year has been dubbed the year of video marketing. Sales teams that use videos to educate audiences are seeing positive results by working to speak directly on the benefits of their product to guide prospects through their sales journey. Yet, based on content marketing advice from leading marketing teams, there is a question of whether going into a product pitch is necessary at all.
MQL to SQL
Your goal is to meet the needs of buyers in order to increase sales conversions. And in order to meet this goal, you have to start by asking ourselves the following questions:
- In what way can I replicate the sales message in my video?
- How can I deliver the message in a way that customers will find this video useful?
- How can I keep my audience engaged?
Based on statistics from top performers, there are several approaches to creating content that’s not only product-focused, but also moves leads down the sales funnel. Top-funnel content works to capture interest while building a subscriber base; while mid-funnel content is the stage that works to educate prospects and help them justify a purchase. What separates marketing-qualified leads from sales-qualified-leads is the use of video. And at the sales-ready stage, content should evolve into demos and product videos.
The Fine Balance
80% of consumers say a video showing how a product or service works is important when learning about the company. Demos and tutorial videos help sales reps continue the conversation after being educated through thought leadership. Marketing collateral works to generate leads, capturing emails, and nurturing prospects; video helps us push the prospect down the funnel in order to make a final buying decision.
The transition from marketing-qualified leads to sales-qualified leads starts when we work on delivering product knowledge to the customer. And videos aid the sales process in this feat. How effective is your content marketing strategy? Are you nurturing your audiences via video content? Your prospects not only need customer-focused content, but they also need product-focused collateral that informs them about your offer. Have you found the right balance between educating prospects through marketing collateral, and then transitioning into helping your sales reps close the deal? Video content could empower your sales reps to close more. That’s why video marketing is a winning game for sales reps.
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