How to get the most out of video content on social media

22 Jan 2020 How to

Sunjay Singh, Life Media UK’s Creative Director and Sales Manager, discusses how social media marketing videos can often be an exercise in wasting time – unless you know how to ensure your video content actually converts views into sales.

Confusion and disbelief. That’s what I see in the eyes of so many business owners. It’s usually accompanied with a statement like; “’It feels like I’m doing everything I’m supposed to. I post on social media. I showcase my products. People are interested, and yet… no sales”

This is my turn to return the look of confusion and disbelief. “So, what about your sales strategy? Are you following it?”

Of course, the usual answer is a lot of inaudible umms, groans and huffs. They usually steady themselves with a deep breath as they look back to me and proclaim, “I guess I am… but to be honest, I’m not sure I have one.”

This problem isn’t just limited to the busy business owners who pour hours upon hours of time and energy into social media platforms. Surprisingly, and shamefully, it’s a trait of most sales people. Busy activity doesn’t equal sales activity. Posting a video on social media also doesn’t equal sales activity. 

In this blog, I want to discuss a simple idea: most people waste their time with social media videos. 

Content doesn’t equal sales

It’s not shocking for me to disclose that video content on social media rules the roost. But social media views alone typically don’t equal sales.

Ok, if you’re a YouTuber, vlogger, gamer or influencer, then I’m not talking to you. If you’re a business owner, whether it’s B2B or B2C, or you’re a marketer in a company with a product or service that is more of a considered purchase, then I am talking to you. I guess I’m also talking to those trying to build their own personal brand. But back to the point; views don’t typically equal sales. Content doesn’t typically equal sales.

Creating a clear video marketing strategy

So, what is the point in video? What’s the point in facing your fears of speaking on camera? Ruining a Sunday because you’re on your 7th coffee, 18th take and the dog just walked in for the 3rd time? Well, it’s actually relatively simple. Video on social should be more about your sales strategy than your social media strategy.

Let me define the difference. Video for your sales strategy means that you’re speaking with your ideal client. You’re delivering value and building trust. This could manifest itself in a number of ways; case study films to build trust through social proof, video blogs to overcome objections based on the unknown, and sales videos that answer specific questions before your prospect asks them, to help educate them towards the next step. 

But right there. Did you catch it? THE NEXT STEP.

The importance of calls to action in video marketing

Social media platforms host an abundance of random videos that are often sporadic, boring, disconnected and thus pointless. Too many business people create social media films because they think it makes great marketing activity. But how can it be great marketing activity if there’s no purpose to the video? If the video isn’t part of a wider strategy? If there’s no clear next step for the viewer? I’m not suggesting you ask for the sale on every video, but I am suggesting that you stop using video as a way to look busy and avoid selling. 

Video is an incredibly powerful sales tool. I know that from personal experience and experience with our clients.

Sales is the same all over the world. The cultures are different, the nuances vary and the details change but the premise is pretty rock solid. Be relatable, helpful and mindful of your prospect. They’ll do the same in return.

My take home message is this; stop using social media films as a shield and excuse to not sell. Social media films can help you generate a huge volume of sales, but only when delivered as part of a clear strategy that is supported by sales activity – like following up, commenting and engaging, sending the video to specific prospects and maximising the SEO benefits. Producing social media videos for no rhyme nor reason is wasteful, so make sure you get the best out of your investment with the help of a solid video marketing plan.

If you want a hand developing a video marketing strategy, book a call here

If you want me to just shout at you and then hold you close, book a call here.

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