Coming from the world of video email and into the world of all-in-one sales and marketing software, I’ve had a unique opportunity to watch both technologies in action. What works and what doesn’t.
Its been a while since contributing to this blog and I wanted to deliver a little insight to help you power into the new year.
Below you’ll find three things I’ve learned about video email because of where I work now; these things can help your year get off to a great start. I consider these secrets only because if you actually use them (even just one), you’ll be way ahead of the curve.
To our newer audience, I’m Paul Sokol and have been working with Flywheel at jiveSYSTEMS since it started in 2008. After graduating college, the company was up and sustained so I left to find my own way and I ended up working for the software company we use to manage jiveSYSTEMS, Infusionsoft.
Flywheel asked me to write a little post reflecting on what I’ve learned in the past few years to help you out, so here it goes:
These days its all about relationships and proper automation will build upon an existing one. Since relationships happen between people and not faceless entities, nothing is more personal than a video of someone. Its just as if they were standing next to you.
When you think about it, there aren’t many situations where you actually need to say someone’s name. Off the top of my head, I’d imagine when you first meet someone and when trying to get their attention or request them.
Like, actually pronounce their name. Speak it.
With a video email, a precisely worded video can be used to automatically build a real relationship with an individual while also being general enough to work for more than one person.
Imagine for a second, you create a new connection in person somewhere and the next morning, you get a video from them as follows:
“Hey good morning buddy! It was great meeting you last night and I just wanted to quickly say hello so you have my email address and phone number. Cheers!”
They are still sending the right message, to the right person (you), at the right time. And even if you DO figure out it was automated, the hyperrelevancy won’t be as offensive. But you’ll remember them!
Takeaway from Secret #1: Personalization is all about talking to what you know, and not talking to what you don’t know.
***This tactic is known as the digital handshake and you can learn more here (opens in new window)***
A healthy relationship is all about give and take. When it comes to marketing your business and driving people through a funnel, you have to tell people what to do.
With our post-roll technology, you can easily close a video by telling the viewer to click on the link that shows up when the video is done. Commonly known as a call to action.
Automated marketing is pretty much based on this idea of tracking someone’s actions and asking the right person to take the right action at the right time.
I would consider myself “classically” trained in direct sales; I sold knives during college in people’s homes. I also was a sales manager and one of the biggest mistakes new salesmen make is not “asking for the order”.
While you are not asking for money every time, you are definitely asking for smaller “orders” along the way. Share your email. Download this. Watch my video.
But it does have to go both ways. Fortunately, you can use video emails to easily deliver value as well.
Takeaway from Secret #2: Don’t be afraid to tell people what they should do next. The easier it is for people, the better!
When Flywheel asked me to do this video email thing with him over five years ago, our technology was very different. The early versions of the software worked however, like anything else, there were opportunities to innovate and improve. Shortly after we got started, we made the jump to Infusionsoft, which was also working but could have be easier.
Today, at the beginning of 2014, jiveSYSTEMS video email technology is better than ever; if you’ve been a member for a while hopefully you’ve noticed the difference 🙂
Infusionsoft has made similar improvements in the past five years; the way I learned marketing automation originally was far more complicated than it is now.
Take a step back from your own life for a second and ask yourself this: Has your business evolved in the past five years?
If the answer is no AND you are completely where you want to be with your business, I congratulate you! (maybe share some success tips in the comments?)
Takeaway from Secret #3: Should you want to be elsewhere with your business, maybe its time to “get with the times”, so to speak, and explore new ideas.
Relationships are built by people, so the more personal you can get the better (short of being creepy). As the relationship evolves you’ll need to directly give and take to build trust. Taking involves asking for something and with the evolution of technology, you can give and/or take with video email. Sometimes, even automatically.
Even if you don’t have an automated system, the time to manually email someone an existing video’s link is still very worth it.
Think about it for a second: If you send a video email that is one minute long (which is pretty long) and send it to 60 people, you’ve just saved an hour.
But in those 60 second spurts, you will be nurturing a real relationship.
Video email is an amazing evolution of technology as are all-in-one sales and marketing SaaS like Infusionsoft. Combined, these tools are a formidable weapon against massive corporations with giant pockets.
Technology has evolved to the point where relationships are back at center stage and the most valuable resource ANY company has. If you can automate the relationship process without dehumanizing the experience, you’ll have the upper hand.
Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.
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