Video Prospecting: Your Guide to Getting Started

Video prospecting can transform dated, dull, and uninspired traditional methods of outreach into something more modern, appealing, and engaging. Your potential clients have probably read plenty of cold emails and received dozens of cold calls as part of one sales prospecting campaign or another.

Now you can approach them with a visually appealing and value-proposing message that stands out – even a 30-second video can be both powerful and captivating. But how do you get started creating a sales video that packs a punch? We’ve got you covered.

What is video prospecting?

Prospecting is the art and science of contacting people and companies who are not aware of your product. But you’re trying to connect with them because they have shown strong intent signals. 

Since you’re probably not going to stand outside a prospect’s office and wave your arms, there are a few more realistic outreach options to consider: email, cold calls, social media, and text. The problem is that prospects are frequently the target of cold emails and calls, which are often reflexively ignored. 

Video allows you to take those messages and recreate them through a more engaging medium. The idea is to leverage an outreach method that stands out from the rest, simply by the fact that it’s unconventional. Of course, to move prospects beyond clicking, your prospecting videos must present a clear storyline and eye-catching images. These videos will hopefully encourage your prospect to engage and connect with your message. You can send prospecting videos through any digital channel that your team uses to reach out to prospects. 

Why is video prospecting important?

Our brains process 90% of information visually and because of this, they process visual information 60,000 times faster than text. That’s what makes video prospecting so powerful. 

Videos are immersive, engaging the senses both visually and audibly. Coupled with a compelling message, you and your sales team will have the means to effectively and consistently connect with your prospects, turning onlookers into leads. 

The proof is in the results. Not only do people prefer video over text, but they also respond better to it. According to Business Wire, 90% of sales reps reported video to be a crucial tool that allowed them to connect with new leads, engage prospects, or influence deals. Further, shorter videos are more favorable, making it all the easier to plan, record, and edit your next prospecting video because you don’t need a long-winded epic to draw in a prospect.   

The first step in creating a sales prospecting video

Sold on video prospecting but not sure where to begin? Good news, you don’t have to start from scratch. The easiest (and least daunting) way to begin is to revisit some of your more successful prospecting materials – emails, LinkedIn messages, etc. – and reformat them for video. Take the ones that have been thoroughly A/B tested and provide healthy conversion rates. But before you rush into writing mode – here are a few pointers about writing for video. 

Video combines both visual and audio elements. Visual elements can be a variety of things: on-screen text, pop-ups, lower thirds, graphics, animations, on-screen narration — just to name a few. That said, when writing a script for your video, you write for what will appear on the screen. Your video might be just you speaking into a webcam. Or you can go heavy on the production and include an off-screen narrator, on-screen characters, pop-ups, and so forth.

Whatever your choice, make sure to format your material to fit what the viewer will be seeing with a script that is conversational and professional, yet friendly. And be sure to include the following points in your message:

• An introduction: greet them and explain who you are
• Your purpose: why you’re in their email or social media inbox 
• The value: relevance of the outreach (your company’s value to them and their company) 
• Encouragement: before closing, be sure to state the next steps and include a CTA
• A thank you: always end by showing gratitude!

Video prospecting tools

Now that you have your script, it’s time to turn it into video. If you choose to go it alone, and you have the right equipment, it’s simply a matter of shoot, look at the results, and try again if needed, if you are making short videos. If you’d like something longer, you might want to download some video editing software so it’s not necessary to reshoot every scene. 

If you are looking for scalability, there are some really innovative video prospecting tools out there: 

Potion uses “AI recreation” technology that combines your recorded video with automated personalization features. For instance, if you want to send an email to 500 prospects, all you need to do is record one video. Potion samples your voice and recreates your image so that, for example, you’ll look and sound like you are saying “Hi Jim” if “Jim” is on your list of prospects.  

Sendspark enables you to create a main video and then record personalized sections of it. Sendspark use cases include marketing, sales, and customer success. Their platform also provides sales enablement functions such as CRM connectivity, analytics, and inserting a video message directly into an email. 

As the name suggests, ReachOut.AI leverages artificial intelligence to create videos for prospecting. Users can choose from an AI-generated, lifelike avatar or can clone their own image. The platform will also personalize every video according to your contacts list and add your voice to the narration. 

When video prospecting is most effective

Video prospecting examples go beyond simply replacing texts with videos and sound. In addition to cold outreach, video prospecting can be used for many applications, including:

• Scaled campaigns. As described above, technology can be used to send out literally hundreds of personalized videos, while the creator only makes a template video as a basis.
• Leveraged announcements. If a prospect has just made an announcement, such as one regarding a new product line or round of financing, you can use video prospecting as a “congratulations, and by the way” to introduce yourself. 
• Reminders and reconnectors. Upcoming appointment with a prospect? Want to touch base with a contact after a while? Videos are a great way to re-engage in a more personal way. 
• Content marketing. If your marketing team has just released a great new case study or white paper, you can use a video to explain the value of that content in a video prospecting email. Some video prospecting tools will even allow you to include the video, content attachment, and a text CTA all through the same email. 

Video prospecting tips

They might not lead to a star on the Hollywood Boulevard Walk of Fame, but paying attention to some essential video prospecting concepts will get you more closed deals in less time:

Think about production value

“Lights, camera, action” is a bit of a cliché but is still a good framework for filming success. Use bright lighting, a tripod-mounted camera, a quality background, and decent audio-recording abilities. 

Choose an intriguing thumbnail

Move beyond text and include an eye-catching thumbnail that connects with the topic of the video. If your message is a bit complex, then you can also use the image of a person who represents the kind of clients you are going for. 

Show it around

Sharing draft videos with your team can help you to catch all sorts of errors that prospects might notice as well. Even the best directors get negative feedback sometimes, and by editing a few first attempts, you’ll wind up with a more professional outcome. 

Write your supporting message (don’t forget your CTA!) 

After completing your video, and if you haven’t already, write a supporting text message that will accompany it in your chosen prospecting channel. Write a compelling subject line, enter your message, and close with an enticing CTA. 

Key Takeaways

• Video prospecting is a way to use a new and interesting medium instead of a traditional cold call or email.
• To make a prospecting video, start with a proven script and then use quality production methods for a professional look. 
• There are a variety of video prospecting tools that can automate and scale personalized campaigns for you and your team.

And don’t forget that in order to send a great prospecting video, you first need a way to get in touch with your ideal prospects. With Lusha you can search for prospects on our platform or take our extension anywhere on the web. Try it for free!