Small and Medium Sized Businesses (SMBs) are always searching for ways to improve conversions. In the past, it was sufficient to be skilled in the art of communicating with customers and prospects about their problems, and offering solutions to those problems. Back then, it was just a matter of getting in front of as many people as possible – a numbers game. But that’s not enough anymore.
Successful businesses understand that the buying process has evolved. They recognize that social media has become an integral part of of this evolution, and that content is an essential element of social selling. By making yourself a valued source of content that is relevant to your existing and prospective customers’ interests, their trust in you as an expert grows. And when people trust you, they’re much more likely to buy from you.
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As content continues to be important in social selling, video content has become an essential element for those social sales professionals who want to really stand out in the crowd. The question is; where exactly does video fit in the sales cycle?
A good way to begin answering that question is to have a sense of how video can influence consumers’ decisions. Did you know prospective customers take nearly 70% of the buying journey by themselves, before ever engaging a salesperson. With that in mind, it’s easy to see how video content can attract and hold their attention during the “Awareness” stage of the buying journey.
As a social seller, you can use your various social media outlets to share video content that will be of value to your ideal customer. Whether it’s a helpful how-to video, a recorded webinar video, or something in between, videos are quick and easy for people to consume. It’s also worth noting that the “play” button on a video is much more enticing than a hyperlink, and watching a video is easier than reading text.
SMBs have changed significantly over the past decade or so. The days of sales being purely a numbers game have passed. Who a prospect chooses to do business with still depends largely on who they trust the most. Social media is a good place to find and begin a relationship with prospective customers, and relevant video content is a great way to engage them and build that trust.