8 STRATEGIES TO REDUCE YOUR B2B SALES CYCLE USING VIDEO & DIGITAL MARKETING
Using powerful videos, and launching them strategically during your marketing and sales process will have a big impact on the quality of leads you attract and how quickly they move through the sales cycle.
Here are 8 strategies we are implementing for our clients that use Video and Digital Marketing to shorten their sales cycles. Though every client situation is different, they are roughly listed in a sequential order:
1 – Create A ‘Client Avatar’
The client Avatar maps out the psychology of your perfect customers in specific detail. It defines their pain points, the benefits of working with you, why you are the best fit to help them, their demographics and much more …
Once you have a Client Avatar defined you can align all of your sales and marketing initiatives to their specific mindsets and psychology.
Over time, this has the uncanny effect of attracting the right qualified leads to your sales team. These are the ones that can make quick decisions, love your service, and recommend you to their network.
Find out more information and see an example here:
[ How Defining A Client Avatar Will Revolutionise Your Business ]
2 – Monthly reporting and management
Before any videos or Digital Strategies are launched, you need to understand exactly where you’re at.
A simple dashboard that provides your most important marketing and sales metrics creates a powerful impact in your business, because it ensures you focus your energy & budget on optimising the right areas.
But typically, Marketing Agencies deliver pages of indecipherable data! It’s awesome info for marketers … but ‘extreme data overwhelm’ if you’re a CEO trying to make business decisions.
So instead, at Visionary, we’ll deliver simple reports which focus on the main marketing and sales metrics only, followed by logical business recommendations.
(And of course, we still deliver those super-complex reams of data as an appendix).
Having the ability to make data-driven marketing and sales decisions creates immediate results in optimising your sales cycle.
Here is an excerpt of one of our Management reports – notice that it’s not pages of automated data exports – just important business statistics combined with meaningful insights:
[ To learn more about Social Media Advertising – Click Here ]
3- Strategic Videos To Qualify Leads
Of course strategic videos will attract leads because they explain the benefits of your service in a succinct, engaging way and can be sent out at scale.
But one of the best advantages of longer videos (90 seconds – 2 mins+) is that they QUALIFY your audience as well. Only the viewers who truly relate to your message will consume the whole video and book a call with your sales team.
This means you’re speaking to leads who are already interested, and less likely to take months to make a decision on your service.
Check out this one we produce for Blue Crystal Solutions:
4 – Strategic Video-Powered Website
This one is self-explanatory. Anyone who considers buying from you will visit your website.
A strategically designed website creates an immediate impression on every online visitor. It explains what you do and why you are the best fit to do it using well-crafted videos. It builds trust through great design.
And it features strategic content, case studies, testimonials and authority elements to make a visitor FEEL that you can be trusted to produce results.
When you have a great website, you can direct visitors to different content and videos at each step of your sales cycle to continually educate and nurture them through the sales cycle.
Learn more about producing powerful, strategic websites – along with a few client examples – in our article here:
[ The Hidden Strategy Behind Visionary Video Websites ]
5 – Powerful Strategic Social Content
Often prospects need weeks to make a final decision on whether they will go ahead and buy your service.
If there are multiple meetings and layers of stakeholders involved in the sales process, the sales cycle can take 3-6 months or longer.
And usually, prospects are assessing at least 2 competing proposals at the same time.
So, during this sales cycle you want to make sure that everyone involved in the decision-making process from the client side is being continually educated and engaged by YOUR content on Social Media (and NOT your competitor’s).
If content is created strategically, you will be frequently creating “aha” moments in your prospects’ minds. They will be learning about how to choose the best provider (you!), and they’ll be experiencing your expertise through your content.
It makes it much easier for them to trust your brand and to make a decision once they have consumed your content.
Also it’s very difficult for them to choose your competitors after they have learned so much from YOUR social content.
Watch the video below to learn about Visionary’s “4 Layer Theory” approach to advertising:
6 – Remarketing Using Your Videos
Have you ever been to a company’s website, and then you suddenly start seeing their advertising EVERYWHERE?
This is called “Remarketing”
It’s a very powerful form of advertising because anyone who has shown interest in your website starts seeing your videos and your ads in their newsfeeds consistently.
It keeps you at top of mind at all times during the sales cycle.
Better still, Remarketing is relatively inexpensive – often 50%+ cheaper than regular advertising – because you are showing ads to an audience who are already engaged.
See how we implemented video re-marketing in our case study with Australian tech company, Odbok, here.
7 – Authority Articles and White Papers
During your marketing and sales process you’ll need to educate your audience about your services before they can make a final decision.
Longer form authority articles or white papers will help when they are sent to your prospects at the right time in your sales cycle.
(BTW you’re reading an example one of these “authority articles” right now!)
Authority Articles should NOT be a long scholarly essay packed with technical language …
It needs to be strategically written in simple language your audience can relate to. And it needs to be engaging and relatable for THEM (and not necessarily for you).
If you understand the education your audience needs when making their decision, and then you craft articles that provide that knowledge …
You’ll position yourself as the best fit to help them …
So naturally, the sales cycle moves faster.
See some examples of Authority Articles in the work we’ve done for our client The Gild Group:
8 – Social Media Advertising
Social Media Advertising is when you pay LinkedIn, Google, Facebook, Instagram or YouTube to put your videos in front of your decision-makers as they are scrolling the newsfeed.
When done right, the Social Media AI is continuously learning about your customers, and can place strategic ads in front of the EXACT right audience at the EXACT right time.
So when you generate leads through Social Media, you’ll attract the right customers. Because they have requested a phone call with your team, they’ll be receptive to speaking to you and more likely to close faster.
NOTE: This is not an easy setup! It takes months to build and optimise a Social Media Advertising strategy. But once you have it setup and working nicely, you’ll have a system that allows you to scale your business at a regular pace.
See an example from our work with Visionary client, Comtrac, here.
Wrapping It Up …
Don’t worry … you don’t need to have every one of these strategies implemented in your business right now!
Once you have your Monthly Management Reporting, you can understand exactly where the bottlenecks are in your sales and marketing.
From there, you might only need to implement one or 2 of these strategies to shorten that sales cycle significantly.
Want to see some examples of how this looks in the real world? Check out some of our client examples here:
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