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What our holiday social media stunt can teach you about using personalized video in prospecting campaigns.
In a world where cold calling and cold emails are becoming less and less effective, incorporating video into your prospecting campaigns can make you stand out from the crowd and help clinch that ever-elusive meeting.
Sure, creating a personalized video will take more effort than just sending off your standard cold email–but we promise that the results are worth it.
To give you an idea of what a good personalized video looks like (and how you can start creating your own), let’s take a look at the #HolidayBlitz campaign LeadIQ put together this past December.
What the heck is a Holiday Blitz, and why did we give away so many prospecting videos?
To both celebrate the season of giving and demonstrate how an effective video prospecting campaign works, our very own Ryan O’Hara and Jon Mazza joined forces to create personalized prospecting videos for LeadIQ LinkedIn followers.
To claim a video, all you had to do was leave a comment on our initial post that named an account you wanted to break into. We then conducted some quick research into your company (to understand the product and determine the unique value proposition) and the company you were trying to break into.
Using only this light research and some random props, Ryan and Jon were able to record, edit, and produce over 36 videos. These videos were posted on LinkedIn, and sent directly to the rep who requested them so they could share the video themselves.
Use these tips to create your own video prospecting campaign
1. Come up with one cool idea and tweak it
If you watch some of the Holiday Blitz videos below, you’ll quickly see a pattern. Each video has essentially the same format: A quick opening explaining the context behind the video, a holiday greeting that segues into a value proposition, and an outro with a call to action to connect for a quick meeting.
Keeping the same format allows you to be more efficient and run with one cool idea. You don’t have to reinvent the wheel each time.
2. Block out time for filming, and create more than one video
To be more efficient, block out enough time on your calendar to shoot more than one video at a time. It's easy to get distracted with all of the other work on your plate. Setting aside some dedicated time to record can help you stay focused.
In our case, we used the morning to plan out the day, then recorded in the afternoon and well into the evening. The campaign became so popular that we had to add an extra day to make all the requested videos. Note: once you’re on a roll, it can actually be hard to stop. Consider yourself warned!
3. Target an account, not an individual
Even if you don’t do account-based targeting, you should still record your videos for a company (as opposed to an individual). This way, you can post on social media and tag the company. Your video is more likely to gain organic traction within the company if it’s shared by employees. If you’re not comfortable posting on social media, you could send the same video to all of your contacts within the organization.
4. Don’t make the video about your product
Demonstrate that you’ve taken the time to research an account, understand its business, and are enjoyable to work with. We used humor in our holiday videos to connect with prospects and make something enjoyable to watch. If humor isn’t your strong suit, find another angle that plays to your strengths. For instance, creating a video that shows how you can solve a problem they might be facing is an excellent place to start.
5. Remember, you don’t need fancy pants equipment
Ok, so in our case, we did have some fancy pants equipment at our disposal, but we can’t stress enough that you don’t need to spend money on equipment to make a successful prospecting video.
Nowadays, a phone or webcam is more than enough to get the job done. There are even free online tools that can help you record quick messages to prospects. Use what you have available, and you’ll do just fine.
Watch some of our videos for inspiration
Still need a better idea of how you can structure a video prospecting campaign? Check out some of our favorite videos from our Holiday Blitz campaign. You can see all of the videos by searching #HolidayBlitz on LinkedIn.
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