How to Use Video to Enhance Your Selling Process

EMBRACE Video Technology

ENGAGE Your Customers

EXECUTE A Sales Distribution Plan

EQUIPMENT and Resources

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SOCIAL VIDEO SALES

About DougLet’s Put It In Lehman’s Terms Passionate about Video Engagement

• Sales and Product Trainer

• Online Virtual Sales Facilitator

• Personal Branding Advocate

• Social Media Enthusiast

• Video Blogger

• Interview Host

• Video Brand Ambassador

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Sales Product Training

SMB Cisco Accounts

Sun Microsystems

IBM Enterprise Clients

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Myths of Video Use

1. Stereotype just for kids, YouTube video generation

2. Cost too much, Too Expensive

3. Too Difficult, Video is Complicated

4. Time Consuming

5. “Camera Shy” Don’t like being in front of the camera

6. It’s only for entertainment use

7. Where is the ROI?

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Why Video is Useful

• More Cost effective and efficient than audio or text

• Video On Demand Virtual Message– Search Engine Friendly

• Better Connection with Audience – Emotional Attachment

• Humans are visual learners it’s a natural training method

• Builds Personal Relationships with clients

• Video is perceived higher value than audio or text

• Video Storytelling captivates audience engagement and retention

• Get Attention Instantly and bring ideas to life

• Video integration is now the standard for websites.

If a picture is worth a thousand words what is video worth?

EMBRACE Video Technologywww.douglehman.com

Video Statistics: The Impact of Video

http://www.invodo.com/html/resources/video-statistics/

• According to Cisco, video will increase to 90% of Internet traffic by 2013. (Cisco, 2010)

• With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester Research , January 2010)

• Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)Comscore estimates that companies using online video see sales lifts between 20 – 40%

• Video placement on your website increases “stickiness” to your site by more that 40%

• Zappos reports a 6% to 30% increase in sales for products with Video (ReelSEO) December 2009

• Today almost 9 out of 10 web users engage with online video cited by Next Galaxy Media

• 44% of universal search results on Google feature video cited by Next Galaxy Media

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2nd largest search engine right after Google

• YouTube is monetizing over 2 billion video views per week globally

• 94 of AdAge's Top 100 advertisers have run campaigns on YouTube

• The YouTube player is embedded across tens of millions of websites

• YouTube has over 10,000 partners, including Disney, Turner, Univision.

• YouTube's demographic is broad: 18-54 years old

• More than 50% of videos are rated or include comments from the community

• YouTube has just as many users over 45 as under 18

• More video is uploaded to YouTube in 60 days than the 3 major US networks created in 60 years

http://www.youtube.com/t/press_statistics

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The Benefits of using Video for your Business

• Drive Direct Sales – Video Persuades and Engages Customers• Sales Video expedites a faster sales cycle speeds up buying decisions • Video is Constant – Exact Message Sales Call Standardization• Video Saves on Travel Expenses – Reduces Sales Overhead • 24 Hour On Demand Virtual Sales Representative• 24 Hour Online Brand Ambassador • Video can complement enhance traditional marketing campaigns • Videos create community service and public relations buzz• Video is an effective tool for company sales training• Video Customer Testimonials word of mouth visual representation

EMBRACE Video Technology

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Online Video Business Benefits

Watch and Listen to what you customers and clients are saying

Leverage your audience to be brand ambassadors, word of mouse, word of mouth.

Video Testimonials will provide a level of trust and reputation to your website

Attracts traffic through SEO & Social Networks

Keeps Viewers on websites longer

Reduce Product Returns

Online Videos have Infinite Shelf Life

Two kinds of viewers on your website BROWSERS “Attention” and SEEKERS “Clarity”

Number one Reason why customers won’t buy online? They desire to SEE an item in person. Use Video, Next best thing to Being There

Business Benefits Social Video

Social Video and Social Video Marketing

SOCIAL VIDEO MARKETING

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The sales process has evolved due to technology and social media

SOCIAL VIDEO MARKETING

SOCIAL MEDIA VIDEO SOCIAL

VIDEO

INTERACTIVE ENGAGEMENT PROCESS

Recognize that the customer’s buying and engagement process has changed today. Your Customers must be able to participate and contribute. The shift to social selling. Buyers have more control now, they have access to instant information by doing their research on the web and consulting with others.

The use of Video has a huge play

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Results From Effective Social Video Sales Promotion

CUSTOMER ENGAGEMENT!

Video Testimonials Customer Feedback and Contact, builds the sales funnel.Leverage Customer as brand ambassadorsLead Generation – Subscribers listWord of mouse possibility of Viral Marketing

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Types of Engagement Videos INFORMATIVE VIDEOS ENTERTAINMENT VIDEOS

• Business Interviews, PSA, Office Tours

• Webinars, Testimonials, Case Studies

• Product Demos & Launches

• How to Videos, Educational

• Office Skits, Mini Documentary

• Live Broadcasts, Contests

• Community Outreach

VIDEO CONTENT TRADE-OFF

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STYLES OF VIDEO

The Interview Style• Talking Head Format

• Candid Interview

• Live Webcasto Livestream

o Ustream

o JustinTV

• On Site – Location

Tip Live Interviews can be great resource of video footage. Obtain

video clips, post and embed the code.

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ENGAGEMENT VIDEO CASE STUDIES “Merit Based Video Contest”

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MERIT BASED VIDEO CONTEST WITH VIDEO ENTRIES

Searchable, Compelling Video Content Engaging Value Base Website Bonus Contest Giveaway – Engaging your audience http://douglehman.com/videocontest2

Provided a solution “Customer Need” Checked out website great content Became a Fan!

Now I am a brand advocate

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ENGAGEMENT VIDEO CASE STUDIES “Video SEO Lunch Box”

Checked Out Website YouTube Channel

First Page on Google Search

VIDEO SEO LUNCH BOX

Utilized Key Words, Title, DescriptionWatchable Engaging Content Thumbnail Image Sharable , open comments

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Camera Shy No Video Camera Required

Online Tutorials Voice Narration

USE Screen Capture Software

• Free – Jing Project, Camstudio, Screenr

• Camtasia , (Mac & PC)

• ScreenFlow (MAC)

Animations and Slideshow Software

• Animoto

• Xtranormal

• Slideshare

Go Animate

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Pre Sales Video Engagement

1• Define Your Target Market

• Know your customer base ***Private vs Large Audience ?

2• Define your campaign’s video goals and objectives

• Lead Generation, Community Awareness, Brand Identity, VSEO

3• Pre Video Production – Storyboarding format video

• Script Process, Brand Placement, Storytelling

Think from a customer perspective and point of view

Remember the shift in buyers behavior – engagement process

Don’t sell help buyers buy

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Sales Video Engagement Process

1• Introduction – Opening Film Credits

• Video Sales Call to Action

2• Video Sales Presentation

• Sales Proposal

3• Conclusion

• Video Trial Close – Call to Action

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ENGAGEMENT PROCESS

Customer Follow UpBe Reactive to your Community MessagesBe Responsive to your Customers Comments

Video Sales Call To Action

Establish an immediate call to action!

1. Introduce yourself, Company, Product Etc2. Tell your viewers what the video is about it3. What’s In It For Me – Customer WIIFM4. Command your Brand Attention at the start5. Captivate Viewer Attention – Evoking Curiosity6. People Online have a very short attention span7. Focus on the first 15 seconds.8. Get to the point

Remember to Engage your Customers from the start..

1. Be authentic and passionate delivering your presentation

2. Indentify with your audience – look at the camera WIIFM

3. Have a natural conversational tone – Be yourself

4. Act like you are talking to another person

5. Be genuine and confident, know your material as a SME

6. Make sure non verbal gestures compliment your words

7. Speak at a steady pace – cadence and voice inflection

8. Remember online audience has limited attention span

9. High energy engaging pace keeps attention

10. Don’t be too scripted, you will come off as non engaging reader

11. Keep the video simple, short with compelling story content

12. Change Camera Angles and keep it moving.

Video Sales Presentation Tips

Enlighten and Engage your customers throughout your sales presentation.

Video Trial Close1. Thank your customers and audience for watching this Video

2. Define your final call to action sales goal? Promotional objectives

3. Don’t assume but communicate to the next step

4. Entice your audience and viewers to take action

5. Establish your closing video credits – Text, Captions, Links etc.

Examples of Trial Close Action Statements

Checkout our website or other videosIf you like what you see sign up as a subscriber Please leave your comments belowContact us if you have any questionsMore information checkout our newsletterRegister for our upcoming webinar or eBook. Buy Now, Add to the Cart, call now

Engage and thank your customers, entice and deliver value

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Video Sales Management Process

Execute your Video Sales Management StrategyRamp up your online virtual Sales Force

Publish Video Content

A. Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms. More than YouTube

B. Use multiple Social Media Tools and Social Networks as referrers for your online business video content. Position them as an online virtual reseller distribution channel

C. Establish an employee based Accountability Quota on social video customer engagement and video promotions

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Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms.

Promote, Publish , *Sell Deep and Wide? across several video hosting Sites.

YouTube is the world's most popular online video community. Tops for Video embedding: Across several websites, blogs and social media platforms, like Facebook. Set up a YouTube Channel

Video Sales Management Process

Things to Consider when selecting a video sharing and hosting website. Site Guidelines Commercial vs non-commercial Storage Size, Costs, Viewership, *Privacy Audience Level quick capture uploads

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Position Social Media Networking Sites and Blogs as your

indirect reseller channel. Leverage these tools

Video Sales Management Process

Post and Host Video on Facebook Profiles and Business PagesPost Status Updates on Twitter and LinkedInPost and Host Video on your company blogs and website

Engagement > Make your Video Sharable and embed code on multiple sites

According to TubeMogul’s and Brightcove’s quarterly research reports, both Facebook and Twitter are the fastest-growing referrers of video on the web

http://www.tubemogul.com/research Research Reports

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Sales PlaybookExecute a Video SEO Strategy

Effective Video SEO will help establish brand awareness, customer traffic and sales engagement

Use backlinks and inbound links to your videos and website.

Embed your URL directly on videos, use captions annotations

Implement Metadata on your video“Titles, Descriptions, Tags and Keywords”

*keyword research is part of your marketing research

Video must be Sharable embed links, allow comments, sharing, rating

Engage and Comment on other business partners videos, blogs and websites, driving traffic to your site “coattail video response”

Optimize your video to be Searchable and Sharable – Engaging Prospects

Video Sales Playbook Metadata

Post URL in Description

Write Content in Description

Key Word Descriptions

Tag Keywords

Title you video with Keywords Call To Action Enticing Title

Use YouTube Suggest Tool Keyword Tool

Sharing Feature enabled

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Your Video Sales Tool Kit

Lights

• Lights

• Lighting Quality

Sound

• Sound

• Audio Quality

Camera

• Video Camera

• Video Quality

Tripod

• Tripod

• Video Stabilization

Image

• Business Attire Image

• Office Background Setting

• Video Landing Page Image

EDITING

• Editing Tools

• Post Production Quality

$ Video Production Budget $

Lights Camera Action and your Sales Budget $$$

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Poor lighting will result in dark, grainy and discolored video…

Good lighting increases clarity of your video.

• Natural lighting vs Artificial lighting

• Lighting Kits and Lamps

• 3 point lighting system

• Survey the lighting environment

• Avoid shooting directly in front of a window

• Avoid Shadowing

Your Video Sales Tool Kit- Lighting

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Your Sales Presentation must be heard!• Pre Audio Mic Check 123… is a must.

• Check for background noise and echoes etc.

• Use and external microphone if possible

• Record audio on a separate device – sync with video

• Lavalier, shot gun and boom mics

Your Video Sales Tool Kit- Audio

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The quality of Camera Work is key for your video. Using a high end camera with poor lighting, audio and production work will produce bad video quality.

Your Video Sales Tool Kit- Video/Camera

Things to consider when purchasing a video camera

1. Use Video Format – length of film or movie clip.2. Ergonomics , size, weight portability, viewfinder size, Ease of Use3. Memory Storage, Expansion Slots, mics, Storage Media, Video Format4. Video Resolution, Power Supply/ Battery life etc. etc.

Cnet Reviews http://reviews.cnet.com/camcorders/Camcorder HQ http://www.digitalcamera-hq.com/camcorders/

Consider Budget and Video Production Costs

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Dress the part for your video audience

Don’t blend too much with background set color

Your video background is your virtual sales office background

– Keep it customer appealing and engaging, no clutter

Get a decent looking video hosting background to compliment your videos

- YouTube Video Channel should support and entice your video image

- Video placement on website landing pages should compliment the website

Your Video Sales Tool Kit- Image Background

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Your Video Sales Tool Kit- Image Background

Poor LightingBad Product Placement Cluttered BackgroundCamera Angle MistakeNice Trash Cans

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Editing Video

Consider Production Time and Costs

Before filming consider editing post production management

Execute a pre production and post production Action Plan

- Video Transitions, Advertising, Annotations, Scripts

Live filming and interviews may require less editing

Editing Software Free vs Paid (Mac & PC)

Sony Vegas for (Mac & PC)Apple iMovie and Final Cut (Mac)Windows Movie Maker (PC)

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Video Training ResourcesUse YouTube as a Search Tool for Visual Learning

- Watch other videos to emulate strategy and tips.

Websites News , Information and Analytics

REELSEO TUBEMOGUL TRAFFIC GEYSER

SOCIAL MEDIA EXAMINER MASHABLE HUBSPOT

Additional Resources Books and Marketers

. http://douglehman.com/resources

The Future of Video

• The Use of Video Email will increase– Your Visual Presentations will make an impact.

• Mobile Video is growing force!

- Upgrades and use of smartphones, PC Tablets are increasing significantly

- Mobile Video Applications are among the fastest growing

cell phone applications, Applications and Platforms like Kyte and Qik

make streaming and mobile video production efficient.

February 2011 The Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015

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Pre-Sales CoachingSocial Video Package

Instructional CoachingProduce a video sales scriptRecord a two minute VideoLearn Video SEO TipsPractice Social Video Selling

Use Video to Enhance Your Selling Process

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Connect With Doug

Let’s Put It In Lehman’s Terms Passionate about Video Engagement

www.douglehman.com doug @douglehman.com

@douglehman

Doug Lehman

(404) 654-0304

Brand Ambassador of Video Engagement

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