Video prospecting allows your message to break through the noise by involving sight and sound. Unlike static text, it engages multiple senses, aids in information absorption and retention, and shows users that your business takes time to create content that speaks to its audience.
By doing video prospecting, you help increase your chances of getting leads, generating conversions and contributing to your company’s bottom line.
Let’s look at how you can use video prospecting to get more leads.
Write Engaging Email Copy
Did you know that your audience’s first interaction is with your email body before getting to the video? With this off the basket, you have no option but to make an appealing email copy to convince them to watch your video.
- 69% of email recipients report email as spam based solely on the subject line.
- 47% of email recipients open email based on the subject line alone.
- There is an 18.7% decrease in open rates when the word “newsletter” is used in the subject line.
A catchy email subject line is crucial if you want your readers to open your emails. Around 47% of email recipients open an email based on the subject line. On the other hand, 69% of them will report an email as spam if you use a weak subject. You can increase your mail open rates by personalizing your email subject line and following other email marketing best practices.
Next, nail the preview text, which is what your subscribers see directly under the subject line in their inbox:
The preview text gives the reader an idea of what they can expect from the email. It also lets you add substance to the subject line. When writing preview text, always:
- Use a conversational tone. We all know that emails are personal and private by nature. So approach your audience on a personal level.
- Avoid industry jargon as much as possible.
- Carefully choose your words. Using words like “you” and” your” in your email tells the readers that the email is about them, not your business.
- Keep things short and to the point.
- End with a single call to action.
You should send the people who click on your video thumbnail to a custom landing page. This is a page optimized to make the viewer take an action after viewing the video. You’ll want a nice headline, alongside your embedded video and a button.
Draft and Test Your Script
You can’t just record yourself speaking and then attach the video to your outreach email. You should draft a script first. The goal is to make your script short but very informative.
First, you’ll need a plan to help you know what you need to discuss. This is where the draft comes in. The template below is always effective:
- Begin with an introduction.
- Recall a specific customer pain point.
- Introduce your product.
- Tell the viewer why your product will help them solve their problem.
- Discuss a real-life case where your product solved a problem.
- Finish with a strong CTA.
If you are not sure about the total time the video is supposed to take, we recommend keeping your video under three minutes.
Once you have your script, you need to rehearse and test them before you start making your prospecting video. You can always read it out loud in front of your friends or colleagues to see if it’s convincing enough.
Use High-Quality Video Tools
High-quality videos mean more views. When attempting to make a stranger try your solution, first impressions matter a lot.
If you are on a budget, you can always choose affordable options that can help you create professional videos. Many smartphones come with high-definition cameras and built-in video editing tools. For example, iPhones come with the free iMovie app that allows you to splice and digitally manipulate video clips.
However, your video quality will depend heavily on your background and delivery. Your background should be clean and free of clutter, while you can use natural lighting instead of a ring light. The only real investment you’ll need at this stage is a good mic because smartphone mics are not reliable enough to produce quality audio.
Once you’ve shot and edited your first few prospective videos, you may now start adding videos to emails.
Monitor Your Performance
Like other marketing campaigns, monitoring your performance is the key to success. The first metric you will need to track is the email open rate and click through rate. These metrics will give an insight into how your email copy and the video thumbnails are doing.
Next, you want to see how your video is performing.
You should track metrics like average watch time. The average watch time helps you understand where viewers end the videos. You also want to check to see when people stop watching your video.
Hopefully they watch your video until the end. If they don’t, you might need to tweak your video script to keep users engaged.
The other metric that you should watch is the relationship between views and action. This will show you how effective your video is regarding your viewers’ replies or visits to your site.
Lastly, remember to track other email marketing metrics. For example, you might want to run tests on your squeeze page to improve clicks to the final CTA. The idea is to optimize everything to maximize your conversion rate.
It’s no secret that video prospecting is a great way to make your cold outreach campaigns effective.
For better video prospecting results, you should create an appealing email subject line and draft and test your script. You should also use excellent equipment and software to take high-definition videos, add an eye-catching thumbnail, and monitor your performance after sending prospecting videos.
With these skills, you are ready to start your video prospecting journey.
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