A Sales Managers Guide to Video

Q: How many 24/7 Sales reps does your company have?

A: Just one, it is the internet...

And your competitors are making moves daily to increase brand awareness with video production services that drive interest then sales.

But, as a sales manager, you need to know that not all video production services are created equal, and like most sales leaders, you may have never utilized video production or relied on marketing to tell your story. The truth is that with so many options available, it can be a discouraging process to find the right video partner, customer project and over all strategy to help you launch a video production. The experience factor is essential here and not just for technical expertise with video production tools.

You need savvy sales messaging expertise plus the technical experience to avoid unwanted content, a waste of time and your hard earned money. Sales leaders understand their targets, what to look for, what to avoid, and how to get the conversation started with prospects but they often lack the technical knowledge to leverage buying video productions in a cost-effective way.

In this guide, we'll take you behind the lens and provide you with some Dispatch Tree knowledge you need to make informed decisions, ensuring that your video production efforts drive real results for your business.

1. Introduction: Why Does Video Matter in Sales?

The reality is you have to be interesting to get noticed. One of the most effective ways to do so is through the power of video with a mix of ads, short form, long form, vertical and full frame edits catered for social media and your websites.

Sales managers are constantly on the lookout for innovative strategies to drive results, and video is a no-brainer once you find your groove.

Specifically, why does video matter in sales?

According to Statista, 52% of marketers say that video is a tool to build trust between the brand and its customers. But where are the sales team stats?

Marketing teams already see video as a critical way to engage, educate, and persuade audiences. Sales leaders know they tend to win more deals when leads are informed and video is a great way to convey complex information in a concise manner that builds trust, establishes credibility, and ultimately, drives interest in your company.

Furthermore, video can be leveraged across various stages of the sales journey, from awareness and consideration to winning the deal, making video a versatile tool in your sales kit.

2. What Do You Want to Achieve with Video?

Begin with the end in mind; this adage applies here. Before you start shopping for video production quotes, it is essential to take a step back and define what you want to achieve with your video content, because less can really be more.

Before setting project goals or fantasizing about going viral on one video, ask yourself "what support is missing from our sales process?".

Of course we all want increased brand awareness, a boost in website traffic, or simply introduce a new product or service to a prospect however the real magic is a mixture of trying to create an emotional connection with your audience and establish your company as an industry thought leader. Getting everyone on the team agree to a direction could be easy or it could be a challenge. Either way as a sales leader you risk investing in a video that may look great but ultimately fails to deliver the desired results. When defining your goals try to create a focused narrative that will guide the production process and ensure that your final product aligns with your actual company sales objectives. Thinking through how the videos will be used not only saves you time and resources but also increase the chances of your video starting conversations. The point here is, take the time to reflect on what top questions you can answer in your videos.

3. Define Your Video Strategy: Funny or Serious? YouTube or TikTok?

Sales managers must take a step back and define your video strategy from the eye of a prospect or customer. One key goal to strive for is delivering a single strategy for every social media channel your company is active. Learn this now, every video you create will end up on the internet but they should be shared with a slightly different tone, final format, scriptwriting and editing ensure that your final product aligns with your single channel objectives.

What information will your prospects need?

Awareness-focused, long form and full-frame videos for instance, are perfect for YouTube, while vertical videos such as reels on Instagram might focus on awareness with humor. Sales leaders can aim to build brand recognition while engaging in storytelling, flexing vibrant visuals, and communicating a clear call-to-action encouraging viewers to learn more about company services.

With attention spans dropping to less than four seconds of play per video, sales managers are designed to educate and nurture leads, providing them with valuable information and insights that will help them make an informed decision. These videos might include product demos, customer testimonials, and explainer videos that showcase the features and benefits of your product or service. Finally, conversion-focused videos are designed to drive sales and encourage viewers to take action. These videos often feature compelling offers, limited-time promotions, and a clear call-to-action that directs viewers to a landing page or website. By defining your video strategy, you'll be able to create content that resonates with your target audience, drives meaningful results, and ultimately, achieves your business objectives.

4. Types of Video Production Services: Explained

Do your homework by identifying a few styles of videos you enjoy, work hard to find video examples of live-action, animation, product demo, explainer, event highlights and more - each style serves a purpose with different benefits and drawbacks. As a sales manager, you don't have time to become a video production expert, though you can learn some basics of each type to make an informed decision about which service is right for the current state of your sales.

The most common type of video production is live-action, these videos show off your people and environments to tell a story. Live-action videos are great for showcasing products, company services, career path, or culture, and can be used for everything from social media ads to explainer videos. On the other hand, animation video production uses illustrations, motion graphics, and other digital elements to create a visually engaging video.

Animation is used for explaining complex concepts, creating brand awareness, and hold attention spans longer than live-action overall. Then, there's 3D modeling, which uses computer-generated imagery to create lifelike models that are eye catching. 3D modeling is ideal for product demos, architectural visualizations, and other applications where a high level of realism is required. Other types of video production services include event promotion, event highlights, customer testimonials, virtual reality (VR), and augmented reality (AR).

35% of all video content on the Internet is made with a smartphone.- Biteable

Be weary of the smartphone video editing app trap, there are hundreds of video editing tools available in the App Store and Google Play stores. Remember this before you commit to smartphone videos; lighting is Queen, audio is King, but content is the Ace. The risk with smart phone editing is the same risk that goes for drones, low quality production is a waste of time and will get lost in the 900+ hours of video that are uploaded to social media daily.

By understanding the different types of video production services, you can determine which one aligns best with your sales goals and company objectives. If you are looking to drive engagement, generate leads, or boost website traffic, the right type of video production service can help you achieve your desired results.

5. How to Identify Your Target Audience for Video

Before you start conceptualizing your video, it's crucial to identify your target audience.

Who are the people you want to engage with your video content?

What are their pain points, interests, and motivations?

Understanding your target audience is key to creating a video messaging that resonates with them and drives results. Think of your target audience as a persona - a fictional character that represents your ideal customer.

You should address the following: Demographics, such as age, location, occupation, and a prospects goals, challenges, and likely behaviors.

What are their preferred channels for consuming video content, and what types of content do they engage with?

For example, if you're a B2B sales manager, your target audience might be a procurement manager at a mid-sized business. This persona might be male, between 35-50 years old, and have a background in operations with an interest in manufacturing.

Your prospects might be struggling to find cost-effective solutions for their business, be active on LinkedIn and engage with industry colleagues to research new technologies. As a sales manager, you can tailor your video content to speak directly to the needs, interests, and pain points of a target audience. Aim to create a video that resonates with one person, grabs their attention, and ultimately drives a prospect to take action by contacting your company.

6. The Role of Storytelling in Sales Videos

Storytelling is a powerful tool for sales managers to leverage with video narratives to evoke emotions, create connections, and potentially solves problems for your prospect. In the context of sales videos, storytelling is not just about sharing a narrative, but about crafting a narrative that resonates with your target audience and communicates the value of your product or service.

Effective storytelling in sales videos can help to establish empathy, build trust and create a sense of urgency. Sharing customer testimonials, showcasing the benefits of your services or products and highlighting the challenges that you solve can create instant credibility.

Moreover, storytelling can help to make complex information more relatable and engaging, simplifying your messaging will help audiences understand the value of your offering. When evaluating video production services, look for a partner that has experience as a sales-person, camera operator, editor and copy writer. Do not settle for less, a low-cost videographer might sound good with price until you find their limitations when it is too late and you overcommitted to a video shoot that is missing a director.

Expect your video partner to help craft a set of videos that makes sense for your target audiences and have the tact to deliver engaging, informative, and persuasive content. The key to a good video production is experience. For example, Dispatch Tree utilizes our experience in B2B sales, news reporting and sales campaign creation.

7. A Must For Video Production Crews

When it comes to selecting a video production company that can deliver results-driven content, it's essential to do your due diligence and look beyond the flashy reel or impressive portfolios. Have a conversation, ask about what you can expect before, during and after a video production. A good video production company will have a format for collecting your inspiration to draft a brief that reflects your goals.

After all, a company's showpiece may not necessarily reflect their ability to understand your sales challenges, business goals, collaborate with your team, or adapt to your unique needs.

Industry experience is a must have, not a nice to have.

As you vet potential partners, pay attention to their approach to storytelling, their expertise in working with your industry and gauge the willingness to get it right before they show up and start recording. A reputable video production company should be able to articulate a clear vision for you, communicate the project mission and backed by a solid understanding of your sales objectives and the role video plays in achieving them.

Additionally, scrutinize their production process, from concept to delivery, and assess their ability to manage timelines, budgets, and communication.

How many pre-production meetings will your project include? Who is responsible for drafting the scenes? What is the tone? Who is writing the script?

You want a partner that can navigate the complexities of your project, mitigate potential risks, and ensure a smooth, stress-free customer experience. There can be a lot of awkwardness during a video production when an unprepared video crew meets a first time video production buyer. Do not become a smash and grab job, seek out relationships, the truth is a good video partner can be just as effective as your top sales rep for half the price of six-figure hire.

Ultimately, the right video production company will be one that shares your passion for driving results, is committed to collaboration, and has the creative expertise to make it happen. Ask lots of questions, clarify the process, determine the roles and responsibilities before you sign off on a deal.

The average video production cost starts at $300 for smartphone phone videos and $2,700 for a full frame video production with equipment such as lights, mics, high-end cinema ready cameras and process mastery.

8. Understanding Video Production Costs

When it comes to buying video production services, one of the most critical aspects to consider is the cost to experience ratio. But, it's not just about the bottom line, it is total value.

You need to understand what's driving the cost of your video production and what you're getting for your money. A good video production company will be transparent about their pricing and willing to break down the costs for you. Here's what you need to know: the cost of video production is not just about the number of hours it takes to shoot and edit your video. It's about the expertise, equipment, and creativity that goes into producing a high-quality video that drives results. From the cost of talent, location fees, and equipment rentals, to the time and expertise of the production team, every aspect of the production process impacts the final cost.

By understanding what's included in the cost of your video production, you can make informed decisions about where to allocate your budget and ensure that you're getting the best possible value for your money. Don't be afraid to ask questions, request a detailed breakdown of the costs, and negotiate the terms of your contract. After all, a well-produced video can be a game-changer for your business, and it's worth taking the time to get it right.

9. The Importance of Measuring Video ROI

The creative process is not a straight line, to achieve visually stunning and message compelling video can be a zig-zag road that leads to a thing of beauty, and begins to spark conversations that leads to generating revenue and growing your business.

Awareness that leads to interest, this is a basic goal of your videos.

That's why measuring the return on investment (ROI) of your video production is crucial. To avoid flying blind, pour your resources into tracking metrics such as views, view-through rates, shares, watch time, lead generation, comment monitoring and conversion rates, doing this will help you get a clear picture of your video's impact on your bottom line.This data will not only help you get comfortable with the cost of your video production, but it will also give you valuable insights into what's working and what's not, allowing you to refine, pivot, and optimize your video for maximum ROI.

Don't just create a video for the sake of creating a video – create a video that drives real results for your business.

10. Experience Video Production Success

When it comes to creating a brief for a video production company, clarity is key.A well-crafted brief is a roadmap for you, your company stakeholders and the video production crew to service as a step by step guide for your project. A good brief should provide clear objectives, target audience, show key examples, and refined messaging.

Outline the scope of a project, to include the types of videos you want to create, the budget, and the timelines.

Be specific about the tone, style, and overall aesthetic you're aiming for, and don't forget to include any brand guidelines or existing assets that the production company should be aware of. A brief is created to set expectations, share information and establish a collaborative partnership that builds trust with your video production company.

It is everyone's job to ensure that all parties are on the same page to get a final product that exceeds your expectations.

11. Common Mistakes to Avoid When Buying Video Production Services

When it comes to buying video production services, even the most seasoned sales managers can fall prey to common mistakes that can lead to disappointing results. It's essential to be aware of these pitfalls to ensure that your video production investment yields the desired ROI.

The single biggest video making mistake is prioritizing style over substance.

A flashy, high-production at a cost effective price video may look great, but if it doesn't communicate a clear message there is no value, thus it becomes nothing more than a vanity project. Some common errors, is failing to define clear goals and objectives for the video and not involving key stakeholders in the decision-making process.

Then there's the temptations to hire with the lowest bidder, underestimate the importance of messaging and audio quality, trying to be funny instead of professional and we can almost guarantee the result is a low-quality video that fails to engage your audience but the office staff is forced to say its great because you spent money on it.

We see the same recurring mistakes all the time, sales leaders having to redo a video because they made some classic mistakes and ended up paying a huge price for videos no one cares to watch.

12. Conclusion: Getting the Most Out of Your Video Investment

Remember that the ultimate goal is to drive results that positively impact your business by being conversation starters. Be deliberate and demanding to find the right approach, this way your video can be a powerful tool in your sales tool kit.

By following the video buying tips we outlined in this guide, you'll be well-equipped to navigate a video production deal and make informed decisions that align with your sales objectives.

From understanding your goals and target audience, to selecting the right vendor and measuring the success of your video, every step of the process is crucial in getting the most out of your video investment.

Avoiding common pitfalls and focusing on the key project elements are essential to create high-quality. Invest in an experienced team that not only gets your strategy but has a clever way of drafting up compelling hooks that get your target audience to take action.

By doing so, you'll be able to unlock the full potential of video and move the needle on your companies digital marketing improvements in a way that supports sales.

Colors, catchy tunes and video clip transitions are cool, but remember that people want presents not presentations, and in 2024, presents come by way of offering education that impacts your current and future customers.

As you wrap up your journey "Behind the Lens", you're now equipped with the insider knowledge of Dispatch Tree to navigate the world of video production services like a pro. With these expert tips and industry secrets, you'll be able to enjoy the video making journey from the starting point - it's the strategy and execution that follow that truly spark interest with projects.

To stay relevant, we must unleash the power of video to take your sales outreach on to 24/7 schedule.

Book a meeting with our video production team, message Marc Suarez or Roy Austin or send us an email to [email protected].