Have you ever been in a content strategy meeting where someone says something like, “Well, we sell B2B, and businesses don’t watch video online”? Social media expert Neal Schaffer has. In “Video for Social Media in B2B Sales,” he writes:
The truth is that the strategy for B2B video is very similar as the process for B2C video. You need to know your target market. You need to understand how they buy and how they search for what they want online. You need to understand where they hang out within social media.
As the work force gets younger, they are more likely to use social media to do research than their predecessors were. While your target might be different than a B2C, at the end of the day, it is really all about engagement and relationship.
Aberdeen research shows sales teams have 13-percent higher conversion rates if they use video for social media in B2B sales. If you want a piece of that pie, here are three ways your team can use video to make this winning increase yours.
1. Get Social: Create High-Value Content
The first thing you’ll want to do is find prospects’ social watering holes. Start with LinkedIn and Twitter, because they’re the most helpful when it comes to sales. A good plan of attack for either of these is:
- Search for active groups.
- Engage in the conversation.
- Participate frequently in a personal and relevant way.
- Find out who’s talking about your solution.
In doing the last two, you can help buyers find you, not the other way around. You’ll also add instant credibility by having high-value content on profiles, such as personalized introductory videos. The thing you want to remember is that in order to build trust, prospects have to see you as a person on these social media profiles. And you can’t do that unless you’re being genuine.
Stay relevant by adding keywords and links to blogs or websites on your social media profiles. Don’t be afraid of SEO. Don’t be afraid of taking up all the space allotted. You’re also allowed to share silly or memorable pictures. You can be funny. #FunnyEqualsGood.
2. Get Sticky: Create High-Value Conversations
There are two rules of sticky: relevance and context. You must be relevant if you want to engage prospects and continually have high-value conversations, and nonverbal cues are the secret sauce to your sticky conversation. Anything that shows their level of interest—eye movement, focus, or indifference—clues you in to how a prospect is reacting to your pitch.
3. Social + Sticky = Get Sales (on a High-Value Communication Platform)
So now that you’ve reeled them in with your savvy social media and conversational skills, how do you “seal the deal” and create that WOW factor?
- Conversation trumps price 53 percent vs. 9 percent, according to Forrester.
- A rich media platform allows you to share documents, video clips, screens and more.
- Foster spontaneous communication with a high-value communication platform. You can encourage drop-ins among peers, and this ability to communicate face to face gives you a better chance for collaboration and sharing.
In order to engage the right customer now, you have to provide a rich, user-friendly experience from the start. Your sales team’s technology should be something simple yet versatile enough to allow you to get social, get sticky and get more sales—all in one platform—so you can create a more efficient and personalized way of doing business.
Discover more ways to create high-value conversations in the world of social sales in PGi’s free eBook, Join the Social Sales Revolution.
Featured Image Source: Gratisography.