Using Video to Connect with Customers and Prospects

By John White posted 03-11-2021 04:07 PM


It has been a while since I have written a blog. Writing is hard and, in our current “quick-take” environment, it is not the most effective method to get an idea across to your target audience. Today, the method that time-sensitive professionals prefer to receive content is video.


Video-based content is all the rage for several reasons. It can be easily viewed on a mobile device (no scrolling required), and it is sharable across multiple social media platforms and, from a sales standpoint, it is a great way to separate you from your competitors who are still emailing pdf’s and white papers.


For sales professionals, today’s technology offers you the ability to create and share video content from the privacy of your home or office using your smartphone or laptop at little to no cost.


If you are a salesperson considering using video to create and share customer and prospect-related content, here are a few things to consider:


  • Define your goal. What do you want to talk about? Is it relevant to your target audience? One goal per video, get to the point and wrap it with an ask, an offer or something that the viewer can take away after watching.

  •  Make it fun and engaging. Let your personality show. Smile and use a prop from time-to-time. Being professional does not mean you are a robot. Limit “non-words” and look straight ahead. Remember you are speaking to a person.

  • Pick a setting. I am not a fan of the walking and talking setting, but if you like it, give it a try. The last thing you want to do, however, is have dim lighting, a messy background and other distractions that take away from your message or, worse, make you look less professional.

  • Keep it brief. Videos under two minutes receive the highest level of engagement. I have been guilty of breaking this rule and the analytics prove it.

  • Share. In addition to LinkedIn, there are several platforms where you can share your video including Twitter, Instagram, Facebook, etc. Create hashtags to expand your video reach beyond your network. Also, it is a good idea to check with your marketing team to make sure you are following their brand directives before posting on social media.

  • Test. Improve. Test Again. If you feel you can do better the next time, you will. YouTube, LinkedIn, Twitter and other platforms offer the ability to see how many people viewed the video and, in the case of YouTube, how long it was viewed, where there was a drop off, the geographic reach, etc. Don’t get bogged down in these analytics, just use them as a tool to get better.


Your network will support your efforts because they know it is difficult to “put yourself out there”. Creating and sharing a video once per month is a very effective way to build your brand, maintain a presence with customers and engage those who may be vetting you and/or your company.