Gone are the days of needing a professional setup to use video in your business.
Almost every entrepreneur and brand are leveraging the power of video to create brand awareness and build trust, but is there a strategic place for video in your sales funnel?
We caught up with Oli Bridge from Bonjoro to find out exactly how you can use personalised video to increase conversions, build better connections, and massively enhance the customer journey…
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How have people change the way they use video recently?
- Online video 5-10 years ago was the domain of bigger businesses, they would have a whole department dedicated to creating video for them and all the resources and equipment they needed.
- That’s changed now. It’s definitely not a thing of the past, but it’s not as relevant now for smaller businesses.
- What we’re seeing now is that video is easy to make on the fly, and it’s really easy to invite people into your business and involve them more in the customer journey and funnel.
- We’re seeing small businesses spend much more time on Instagram stories with video, as well as lots of other tools that help you create really quick, slick and agile videos to share with your audience.
What is the impact of creating lower budget candid video compared to the old way of a polished and produced video?
- I think we’re almost hard-wired to pay attention to these videos.
- I know that when I’m scrolling through my social media feeds and I see someone recording a video that looks like it’s on mobile, it’s as if think it might be a friend, so I stop scrolling to watch it.
- It’s usually not, it’s usually a marketer or a brand but it’s really engaging! And if they get the message right in the first 10 seconds then 3 minutes later, I’ll find myself still watching, listening, and clicking.
‘Automate processes but never relationships.'Oli Bridge, Bonjoro
Where do you think video sits in the sales funnel?
- For me, the last 10-15 years businesses have been taught a lot and developed some great skills around creating content that will attract customers and leads. And video is part of that!
- But I think the real transition is taking place once you’ve already got someone in your funnel and they’re in a position to engage with you as a business.
- People are getting much better at using video to bridge a gap in the conversion phase of the funnel.
- If you have an enquiry on your site, in the past you might have had an autoresponder putting them in a drip campaign to eventually turn them into a customer, now you can just whip out your phone and send them a video.
- You can make it personal and give them a warm welcome, let them know that you know a little about their business and their pain points. You can really build trust by showing your face and showing that you care.
What is the best type of content for your video if you’re in the pre-sales phase?
- Here’s an example of something we do here at Bonjoro:
- Every time someone new signs up to Bonjoro, we send every single one of them a personal welcome video.
- We always say the person’s name (gotta say their name!), if you’re going to take time to send someone a video you should always let them know that it’s been made personally for them.
- The second thing is right at the start of your video you should tell them the 2-3 things that you’re going to talk about in the video. That could be ‘First thing thank you for joining, second thing I’m going to share with you x,y,z’.
- We always use a call to action at the end of the video, it’s really important to be thinking about driving action from your video. You don’t have to be pushy; your CTA could just be asking them to check out your social media.
What have you found to be the best time delay before sending out a video?
- We looked at a lot of data around this, and if you go to our blog, we’ve actually got a full post about it.
- What we found was that it actually doesn’t make too much of a difference, as long as the video is within roughly around 24 hours.
- The key part isn’t actually the timing of the video, the key part is the way you send the video.
- What we actually found had the biggest impact on whether people open and consume the videos is where you are when you record the video.
- If it looks like you’re just sat in your office with a bland background it can look a bit too staged, whereas if you record it on the move or outside it feels more in the moment and people engage way more with that.
A book that you would recommend…
The Silk Roads: A New History of the World by Peter Frankopan
What is your top success habit?
I switch off my laptop and phone for half an hour to an hour every day and just work from paper.
Who do you look up to?
I love Design Pickle and the guy who runs it Russ Perry. He tries to inject delight into the whole customer journey which I love!
Here’s the big one… who do you like more, Rob or Kennedy?
I’m going with Kennedy for the song!