5 Ways to Use Videos to Get Better Responses from Cold Prospects in 2023

Cold prospecting is a challenging task. In this article, you will learn how to use video prospecting to increase responses by 26% from your cold prospects. As a bonus, you also get hot tips on how to use videos to make your cold sales emails better.

A massive 40% of sales reps admit that prospecting is the most challenging part of the sales process. The sales team is in deep water throughout the process of cold prospecting. Identifying your potential customers is just the first step toward selling your product.

You have quite a few hurdles to overcome before you convince them to buy your product. Just because customers need your product does not mean they will knock on your door to buy it. If customers are uninformed about your product, they will probably settle for a more ubiquitous alternative. 

Sales development representatives pour sweat and blood into identifying and prospecting a potential customer. Not being able to garner any response is dissuasive. However, that does not mean that they should give up on cold prospecting. Instead, they should come up with better strategies such as video sales prospecting.

A business must have a cold prospecting strategy. However, failure to elicit responses from their cold prospects proves to be disheartening for a lot of businesses. Video sales prospecting increases the response rate of cold prospects. 

What Is Video Prospecting for Sales?

As the term suggests, video sales prospecting means using video as a tool to reach prospective customers. Building your outreach content around videos is the foundational step in video sales prospecting.

When 54% prefer video content over other forms, it is only natural to lean toward videos for prospecting as well. Now that we know that, videos are the best way to garner responses from cold prospects. Let’s look at how we can use videos for the same. 

How to Use Videos to Get Better Responses from Cold Prospects

Let’s explore how we can use videos to attain more success in our cold outreach campaigns. 

A new channel’s emergence for marketing and outreach is automatically followed by obituaries for email marketing. However, email marketing has always proven its naysayers wrong.

Nevertheless, email marketing cannot solely bank on out-and-out text-based emails. Add videos and make your emails more appealing, as humans are visual beings.

Video email outreach reaps great dividends. No, we are not making hollow claims. The numbers speak for themselves. Let’s have a look at the numbers that are a testament to videos’ potency in email outreach campaigns:

(i) Memorable: Everyone wants their outreach email to etch a place for themselves in people’s minds. Video emails help you make a mark in the minds of the consumer. According to B2B decision labs, video emails are 13% more memorable than text emails. 

(ii). Increased Open Rates: The first step to success in email marketing is your email being opened. An unopened email shuts off the door to any interaction with your cold prospects. With the word “video” in your subject line, your email open rate increases by 26% with video emails. 

(iii). Increased Click-Through Rate(CTR): Your email probably has a link to your website or a CTA. You place it so that you can direct your cold prospects where they should head to. You can increase your click-through rate by 65% with a video attached to your outreach email to cold prospects. 

(iv). Decreased Unsubscribe Rates: A cold prospect hitting the unsubscribe button is certainly a source of dissuasion. You can reduce the unsubscribe rates by 26% with video emails. 

People like the sound of their own names. It makes them feel important. In today’s fast-paced world, many people live in isolation. Addressing them by their name will help you form an instantaneous connection with them. This is where personalized videos come into play. Having your cold prospects’ names on the thumbnail or right at the beginning of the video is going to do a world of good for your business. 

Hoping for a cold prospect to click on a link given in the description section or the caption of a video is so passe. From our perspective, it’s a matter of a few clicks. However, in today’s times, people are used to being served on a platter. They have a lot of options. You cannot expect them to be patient enough to scroll down and click on the links.

You need to make your CTAs and forms so accessible that your prospects do not need to venture outside your videos. The best way to do this is by making your videos interactive by placing interactive hotspots in your videos. Interactive hotspots can be utilized in the following ways:

(i) Lead generation: Witness your videos generate leads for you by placing forms in your videos. You can place them anywhere wherever you deem them to be appropriate. You can also use your forms as turnstiles - your audience will watch your video only if they fill out the form.

Setting up a form on GetShow is a simple process. 

Watch the video below to get a walkthrough of how you can add turnstile forms to your videos.

(ii) Gather feedback: Bill Gates once famously said, “We all need people who will give us feedback. That's how we improve.” Your product’s true worth is apparent only after it is taken outside the confines of your echo chamber and shown to your cold prospects.

As we have already seen, it would be a fallacy to expect your cold prospects to mail you a detailed review of your product. However, that does not take away the heft of their feedback. You can place interactive hotspots in your videos such as surveys, polls, and forms to glean feedback from your audience. You can also know the audience’s view about your videos’ efficacy. 

Watch the video below to get a detailed walkthrough of how to set up surveys/polls and access their reports.

(iii) Drive traffic to your website: It’s obvious that you cannot distil everything about your product in a single video. To paint an expansive picture of your product in the viewers’ minds, you need them to visit your website. You can direct viewers to your website from your videos by placing CTAs and annotation links. CTAs tend to pause the videos. To provide an uninterrupted viewing experience, you can also place annotation links to your website in the videos. 

(iv) Test viewers’ product: It is important to know whether your videos drive the point home. You can also include quizzes about your product to check whether your video evangelizes your product successfully. By doing so, you get a response from your cold prospects. In addition, you also gain insight into how successful your video is in communicating your product’s value proposition. 

It is not carved in stone that video sales prospecting and cold prospecting should be built only around product explainer videos. There are 21 types of video content that you can use to reach your customer. While product explainer videos are great for promoting your product. Testimonial videos can create warmth in your cold prospects’ hearts for your product. There is no hard and fast rule about the video types to be used for communicating about your product.  

There is always room for improvement. Not every viewer will duly comply with your interactive hotspots and provide you with the required information. Using videos for sales prospecting will prove to be a successful strategy for winning over your prospective customers. However, they are bound to be duds with a few cold prospects. It is imperative that you discover what’s actually working.

The foolproof way of finding your videos’ strengths and weaknesses is by using an incisive video analytics tool. Video analytics will help you gauge the effectiveness of your videos. You will have stats like average view time, play rate, video heatmaps, and so on at your disposal to help you refine and improve your videos to better your video cold prospecting strategy.

Watch our video given below to understand how you can access incisive video analytics on the GetShow app.

Conclusion
Garnering a response from your cold prospects is no mean feat. It is the first step towards a successful sales campaign. A failed cold outreach campaign can be a downer for the sales team. People write off the potential of their cold prospecting campaign when it fails. However, with videos, their chances of drawing out responses from their cold prospects increase manifold.

To optimize your cold prospecting strategy and kick off a successful sales lifecycle, join hands with a video hosting platform for access to video prospecting tools that will help you use videos as a tool to get a response from your cold prospects.