Video Prospecting: A Beginner’s Guide (Incl. 4 Free Tools!)

Hubspot wanted to test a hypothesis: are videos more effective at creating opportunities than emails and phone calls? After running a test over 45 days with 5 marketing representatives, Hubspot discovered that video helped them achieve 4x the number of sales opportunities.

Coincidence? Not really. A sales representative at Dynamic Signal had a 200% meeting to opportunity conversion increase when she added a video to her sales pitch. 

This is video prospecting 101!

In simple words, video prospecting is the process of using video content to connect with potential customers and convert them into sales opportunities or deals. 

Notice that we’re talking about video content. That means including a pre-recorded video somewhere in the customer journey, not using a tool such as Zoom, Google Meet, or Microsoft Team in your sales call.

There is an array of benefits to using video prospecting: it allows you to connect with your prospect on a personal level by building a rapport and establishing trust. Additionally, personalizing videos will show your prospects that you care about them, and your customer relationships with be positively impacted. 

Now that you’ve decided to reap the benefits of video prospecting, you might be wondering: how to do video prospecting? It would be a shame if you produce a high-quality video with your whole team, and then it ends up in a folder on your desk that you never touch again!

When drafting your marketing and sales strategy, you will have to decide in what way your prospect will receive the video.

In general, you can send the video by simply adding the video to the sales email, or by sending a link to a landing page that includes the video. But, what’s the difference?

Firstly, adding the video to the sales email will draw more attention to your text, and will inevitably lead to increased reading times of your email. Your prospects are more likely to watch a video if it is already loading and buffering in the middle of their screen, as they open their email. Your content will get all the attention it deserves!

However, adding the video as a link in your sales email also has great advantages. A well-crafted and personalized landing page can be a great value; specially if topped with a video. Once your prospects click on the link, they will be taken to this landing page: a new opportunity to make a sale or sign a deal. Here’s a guide on how to personalize landing pages!

Depending on your marketing and sales strategy, and business needs, the message that you want to deliver to your prospect will vary. If you’re a small business starting out, or if you’ve developed a new product/service, a demonstration video is key to familiarize your prospect with what you do. However, if you haven’t done business with the prospect in a long time, and feel like a refresher is long due, then, a reminder video is essential. Here are the most prominent use cases for video prospecting: 

• Demonstration video: your prospects are unfamiliar with your business and often need a product demonstration before signing the cheque. By engaging your leads and showing them the behind-the-scenes of your products, you are more likely to secure a sale by prospecting for real buyers

• Follow-up video: follow-ups should generally include additional information, a sign-on bonus/offer, or a simple thank you. You’ll show your prospects that your company is trustworthy and serious about business. These videos are generally sent out after a meeting, or a call!

• Support videos: instead of sounding like a sales pitch, support videos provide prospects with potential solutions to their problems, making your company a problem solver. Recordings are a great way to showcase a tutorial of how your product works, while indirectly delivering your sales pitch and highlighting your product’s best features.

• Testimonial videos: you can ask your long-term customers to provide you with a testimonial to add to your prospecting video, because word-of-mouth recommendations are key. Remember to always ask your clients for permission to add their names and to use their footage.

• Reminder videos: sending your prospects a reminder video of who you are, what services you provide, and what your company stands for is a great tactic to remind them of your existence! Make sure to prepare a video that is in line with your branding, and don’t forget to add a call to action.

Choosing a type of video prospecting is generally based on your company’s vibe, your prospect, and the message you’re wishing to deliver. Here are the most common video prospecting types: collaborative, webcam, personalized, screen recording and animated. 

• Collaborative videos: if you want to have other members of the team on your project, then collaborative videos are for you. This type is especially great if you want your prospect to get a feel of the whole company. However, to avoid having to get everyone in the same place at the same time, consider using Videotape: the app that allows you to create videos with everyone, from any smartphone! 

• Webcam videos: If your goal is to spark virtual conversations, then webcam videos are for you. By engaging with your prospect in a video call, you will humanize the relationship. The challenge, however, is to secure that meeting first!

• Personalized videos: By creating branded videos that target your prospects, you can guarantee a great first impression. Stepping away from redundant template emails and using personalized videos will show your prospect that you care. If your lead does not respond to your personalized video, then you know that it’s a dead end.

• Screen recording videos: These types of videos are most commonly used when you’re wanting to demonstrate your product to your prospect. By allowing your lead to see what you’re doing on the screen, they’ll be more familiar with your product, and therefore more willing to make a deal.

• Animated videos: with the right idea and execution, animated videos will secure you a sale. These videos are pieces of digital art as they combine digital imagery to create smooth clips. These videos are great if you are trying to build brand identity, since they’re extremely customizable. 

A lot of tools are available on the market to allow you to create videos for your prospects. Each application will be more suited for a different type of video prospecting: Zoom is great for webcam videos, and Videotape is essential for collaborative videos.

1. Videotape

Videotape is a software that allows you to create collaborative, personalized videos in less than a minute! The app is designed for teams that want to make an impression and convince prospects faster: Your message is much more powerful when you don’t tell it alone, but together as a team. Effectively, recipients feel appreciated by your personal and authentic video message and you’ll get the desired signature.

2. Loom

Loom is an application that allows users to record using their camera, microphone, and desktop simultaneously and create shareable videos. It can be used on any device using the Chrome extension. Loom is great if you’d like to share your screen, but it doesn’t allow to easily include other team members or personalize it.

3. Vidyard

Vidyard is software that allows sales representatives and marketers to record and send videos quickly to customers.

4. PlayPlay

Playplay is an application that targets businesses wishing to create engaging and on-brand videos. Playplay doesn’t facilitate the creation of collaborative videos, but, is great for animated videos.

In this new reality of over-digitalization, prospects are looking for familiarity. Therefore, personalization is the new standard and collaborative videos will allow you to show your company’s structure to your prospects and gain their trust. So, if you’re ready to create a collaborative and personalized video, Videotape is your go-to app!

To succeed with video prospecting, you need to be genuine, authentic, and human. It’s recommended to make eye contact with the camera to grab your lead’s attention, especially while introducing the call to action. When you’re ready to send your video, choose an attractive thumbnail and include “video” in the subject line to differentiate yourself from the competition. 

Step 1: Research your prospect

By gathering information about your prospect, you will be able to create a personalized video, therefore maximizing your chances of making a sale.

Ask yourself these questions: Why does your prospect need your service or product? Is your service or product a solution to their problem? What goal can you help your prospect achieve? 

Step 2: Choose your video format 

In this guide, we’ve shown you 5 different video formats that can be adapted as per your business needs. However, including your leadership team in your prospecting video to create a collaborative videotape shows your prospect that you are serious about business and can be trusted. 

The more familiar faces there are in the video, the more human and attractive your business will be – this is why we think that collaborative videos are best!

Step 3: Write your script 

By writing an initial script, you will be able to tweak it and personalize it for each and every prospect, saving you time and energy. Additionally, you will be able to run your ideas with the different decision-makers in your company to get the final approval, before actually shooting the video. 

Remember that your message needs to be clear, straight to the point, engaging and compelling. 

Step 4: Download Videotape

Get the Videotape app for free in the App Store or Google Play and create your account or sign in. 

Personalization is the new standard – and even though the future of marketing and sales is digital, we should never forget to add a warm human touch. And since face-to-face conversations still hold value, video prospecting will allow you to connect with your lead in a fast and reliable way. 

Walk the extra mile and get your whole team involved in a collaborative video, to show your prospect your company’s enthusiasm, and the team that is ready to service them. Videotape will help you achieve your video quickly and easily by allowing your team members to contribute from the comfort of their own desks. As a sales professional, you’ll be able to edit and tweak the video according to your company’s standards on the application, and you’ll then be able to share it with your prospects.