Social Video Sales, Social Selling using Video by Doug Lehman

1. How to Use Video to Enhance Your Selling Process
EMBRACE Video Technology
ENGAGE Your Customers
EXECUTE A Sales Distribution Plan
SOCIAL VIDEO SALES
www.douglehman.com

2. About Doug
Let’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
www.douglehman.com

3. Sales Product Training
SMB Cisco Accounts
Sun Microsystems
IBM Enterprise Clients
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4. 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?
www.douglehman.com

5. 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 Technology
www.douglehman.com

6. 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
• 44% of universal search results on Google feature video
www.douglehman.com

7.  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
www.douglehman.com

8. 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
www.douglehman.com

9. Online Video Business Benefits
Two kinds of viewers on your website BROWSERS “Attention” and SEEKERS “Clarity”
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
Watch and Listen to what you
customers and clients are saying
Number one Reason why customers won’t buy
Leverage your audience to be online? They desire to SEE an item in person.
brand ambassadors, word of Use Video, Next best thing to Being There
mouse, word of mouth.
www.douglehman.com

10. Business Benefits Social Video
Social Video and Social Video Marketing
SOCIAL VIDEO MARKETING
The sales process has evolved due to technology and social media
www.douglehman.com

11. SOCIAL VIDEO MARKETING
INTERACTIVE ENGAGEMENT PROCESS
SOCIAL SOCIAL
MEDIA VIDEO
VIDEO
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.
www.douglehman.com

12. Results From Effective Social Video Sales Promotion
CUSTOMER ENGAGEMENT!
 Video Testimonials
 Customer Feedback and Contact, builds the sales funnel.
Leverage Customer as brand ambassadors
Lead Generation – Subscribers list
 Word of mouse possibility of Viral Marketing
www.douglehman.com

13. 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
www.douglehman.com

14. 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
www.douglehman.com

15. Pre Sales Video Engagement
• Define Your Target Market
1 • Know your customer base ***Private vs Large Audience ?
• Define your campaign’s video goals and objectives
2 • Lead Generation, Community Awareness, Brand Identity, VSEO
• Pre Video Production – Storyboarding format video
3 • 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
www.douglehman.com

16. Sales Video Engagement Process
• Introduction – Opening Film Credits
1 • Video Sales Call to Action
• Video Sales Presentation
2 • Sales Proposal
• Conclusion
3 • Video Trial Close – Call to Action
Customer Follow Up
ENGAGEMENT Be Reactive to your Community Messages
PROCESS Be Responsive to your Customers Comments
www.douglehman.com

17. Video Sales Call To Action
Establish an immediate call to action!
1. Introduce yourself, Company, Product Etc
2. Tell your viewers what the video is about it
3. What’s In It For Me – Customer WIIFM
4. Command your Brand Attention at the start
5. Captivate Viewer Attention – Evoking Curiosity
6. People Online have a very short attention span
7. Focus on the first 15 seconds.
8. Get to the point
Remember to Engage your Customers from the start.
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18. Video Sales Presentation Tips
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.
Enlighten and Engage your customers throughout your sales presentation
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19. Video Trial Close
1. 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 videos
If you like what you see sign up as a subscriber
Please leave your comments below
Contact us if you have any questions
More information checkout our newsletter
Register for our upcoming webinar or eBook.
Buy Now, Add to the Cart, call now
Engage and thank your customers, entice and deliver value
www.douglehman.com

20. Video Sales Management Process
Execute your Video Sales Management Strategy
Ramp 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
www.douglehman.com

21. Video Sales Management Process
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
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
www.douglehman.com

22. Video Sales Management Process
Position Social Media Networking Sites and Blogs as your
indirect reseller channel. Leverage these tools
Post and Host Video on Facebook Profiles and Business Pages
Post Status Updates on Twitter and LinkedIn
Post 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
www.douglehman.com

23. Sales Playbook
Execute 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

24. Video Sales Playbook Metadata
 Title you video with Keywords
 Call To Action Enticing Title
 Use YouTube Suggest Tool Keyword
Tool
Sharing Feature enabled
Post URL in Description
Write Content in Description
Key Word Descriptions
Tag Keywords
www.douglehman.com

25. Your Video Sales Tool Kit- Image Background
 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
www.douglehman.com

26. Your Video Sales Tool Kit- Image Background
Don’t Be This Guy. Your Video is Your Sales Presentation
Poor Lighting
Bad Product Placement
Cluttered Background
Camera Angle Mistake
Nice Trash Cans
www.douglehman.com

27. Video Training Resources
Use 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

28. 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
www.douglehman.com

29. Pre-Sales Coaching
Social Video Package
Instructional Coaching
Produce a video sales script
 Video Production Referrals
Learn Video SEO Tips
Company Testimonial Videos
Use Video to Enhance Your Selling Process
http://douglehman.com/webinarpromotion

30. 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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