Creating Short Videos To Drive Engagement

Capitalize While You Still Can

Short videos are all the craze. Every social platform, from Instagram to YouTube and TikTok, highlights short videos. Jumping on this trend can allow you to tap into new markets, build relationships, drive faster sales cycles, and close deals.

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Don't Just Tell What, Show Them How

Buyers don't just want to know the ROI of your product, they want to know HOW it works.

They want to understand specific use cases that explain how they do things today and how they WILL do things with your product.

When they don't understand how it works, what it does, and how it relates to their life today, quickly, they're right back to their everyday life or Google.

How Many Videos Do You Need

How many videos do you have sharing specific use cases around your product? These videos don't even need to be high quality, just a variety of ways your product allows them to do their job with less effort.

You could quickly set up a Loom account and do some screen captures of you jumping right into your tool and working through some of the different situations.

What Should Your Videos Explain

With the ability to target on social platforms for both paid and organic postings, you can get really specific on who this product is for but once you segment out your audience focus on the following aspects:

• Why They Should Care Grabbing attention on social you need to be bold about why they need to pay attention to this post
• Make It Personal Once you have their attention, ensure you understand the problems they have and make them feel that problem and get frustrated
• Present The Solution Describe your approach to solving the problem, explain the ease of use, time savings, costs, ROI
• Case Studies & Reviews Share the stories of those who have gone before them to show proof and probability that what you're offering is real
• Summarize Key Points Bring it altogether in a 30-second elevator pitch
• Call To Action What is the next step they need to take? You're not here to just tell a good story, you're here to make a conversion

Depending on the use case, the videos might be under 30 seconds or closer to 5 minutes. If you're on the longer end, be sure to keep things moving, add transitions, and share the energy and passion!

Some people who do this well are Grant Cardone, Alex Hormozi, Zapier, Gong, DemandBase, and HubSpot.

The point of these short videos is to make them specific and relevant to a given prospect you are currently targeting for your posts. In today's noisy world, the only way to stand out is by getting as personal as possible.

Where To Start

The question you have next is, where do I even start?

If you have a platform that does a lot of different things, and has a lot of integrations, and capabilities, the best place to start is where you are the strongest and have the most proof to back up your claims.

If you have a new feature, it's going to be hard to market because you have no validation, case studies, or reviews around this feature.

For your core platform though, hopefully, you have a number of social proof aspects, a clear value proposition that you can clearly explain how it works, and the practicality of someone seeing that same success using it themselves.

Distributing Your Videos

What's great about these videos is that nearly everyone in your company can use them. Marketing can share on social platforms organically and through paid ads. You can upload to popular video hosting platforms and use SEO to drive their viewership.

Your sales development teams can use them to grab attention and book meetings to learn more about the different capabilities. Then your sales executives can use them to start up new conversations or catch the attention of an older prospect showcasing new capabilities and hopefully sparking up a new opportunity.

Don't Make Everything About Sales

More importantly, when creating these videos, the idea is to build a relationship. Most likely, you're going to be sharing these on social media where the purpose of these platforms is to connect and engage with people and sell secondly.

Realize the fact, most people go to social to be entertained, not do product research. Don't force people to talk with sales to learn about your product, share, share, share, build value, build a relationship, then ask to do business.

This process may make things a lot longer, but if you're in business to grow and be evaluated as a unicorn, setting up this framework will compound exponentially over time, produce higher quality leads, enable faster days to close, and drive a lower cost to acquire a new customer, all wins.

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