GUEST: Darin Dawson, Co-Founder and President of BombBomb
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Before the pandemic, you used a variety of channels to connect with your prospects — many of those were face-to-face. When they disappeared, you started pumping up the volume on your digital channels. Now, you’re only getting a 5% open rate on your emails, so you just need to send more, right?
Well, what about the other 95%? That overwhelming majority of prospects who wanted nothing to do with you.
You don’t need more volume. You need more value — and video can help you deliver it.
Video rehumanizes your business
Asynchronous communication is more important than ever before
While most of us have gotten used to living on Zoom over this past year, the majority of asynchronous communication does not capitalize on the human element of video conferencing.
Video messages allow you to leverage that human element, but on your customer’s terms — which, ultimately, delivers a much better experience.
“There is no better customer experience than the human experience.”
Darin Dawson, Co-Founder and President of BombBomb
Video cuts down on digital pollution
Video lets you reduce volume and increase value — and that’s not just wishful thinking, it’s backed by data. In a pilot that BombBomb ran, a control group sent 3x as many emails as the video messaging group, yet the video group created over 12% more pipeline.
We need to reduce the digital pollution of endless spam out there, and video is an excellent first step.
Three ways to use video
1.) Share the love
We’ve all been there: You take meeting after meeting, working your way through decision-makers and repeating yourself over and over again. What if you didn’t have to?
Well, why not send a video message and ask for it to be shared with anyone who wants to see it? It saves you time without sacrificing value.
2.) Show you’re authentic
If you are churning out emails, LinkedIn messages, pamphlets dropped from the sky — whatever it may be — and wondering why you aren’t getting a response, it may be because these types of channels are becoming more and more automated. As a result, most of us trash these messages the first chance we get.
Video allows your customers to get a better read on you and what you are offering and, more importantly, to realize you’re not a robot.
3.) Be more human
You’re sold now, right? You’re going to get a production crew together, hire Phil Collins to create an epic score and start sending everyone videos?
Not so fast. While there are all sorts of ways to get creative with video messaging, you need to remember that sales rules still apply: People buy from people they know, like and trust. The point of video communication is to embrace your humanity. If you go all Hollywood on it, you’re undercutting the actual value.
Just be yourself.
Rehumanize your business
Video messaging is a fantastic way to share your true personality, values and brand with your customers. It can increase your pipeline while giving your customers a better experience.
More importantly, it can make business feel less transactional and more human.
Now that you have the tools to rehumanize your customer experience, are you ready to dive into how AI is revolutionizing content marketing or how to get the most out of your CRM? Check out the full list of episodes: The B2B Revenue Executive Experience.