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Marketing & Tech
PODCAST TRANSCRIPT - Social Selling and Tech - How Video is Changing the Way We Sell
Jan 2, 2018 | Canadian Professional Sales Association lock

In this episode of the CPSA Social Selling and Tech show, we'll discuss how video content helps to increase revenue and how it has changed the way people sell.

Our guest is Mat Koenig. Mat is the CEO of BDA Spanish and KonigCo.

Listen to this episode of the CPSA Social Selling and Tech Podcast and discover:

* Why is video such a powerful form of communication?

* How can video generate leads?

* How is video changing the sales process?

* What’s the impact of live streaming from industry events? 

Want to hear more? Check out these bonus insights:

* What are some of the best ways to package video content?

* How does video build trust in ways that emails or social media messages simply cannot?

* What have been some of the best-animated explainer videos?

Read the edited transcription:


Bill Banham: Welcome to another episode of the Social Selling and Tech Show. Today, we are talking about video and how it is changing the sales process. Our guest today is the awesome Mat Koening. Mat, welcome to the show.


Mat Koening: Thank you so much, Bill. I'm always excited to be on your show. Thank you.


Bill Banham: Mat, You are a pretty prolific user and host of videos, and we're going to explore that in this show today, so let's start with a big question. Why is video such a powerful form of communication?


Mat Koening: I think that is such a cool question because the answer is so easy. Video is the closest medium we have to actually being in person with people. Email's great, text is great, all these other things are great, but video, there's something about it that just gives us that feeling inside that we're face-to-face with someone. It evokes emotion. It's a medium, and frankly, I think it's the only medium that can really draw out all of the emotions that we have inside. That's part of why I just think that it's taking over everything.


Bill Banham: Okay, perfect. Thank you. Now, you record a lot of video, of course. Tell me about your decision-making process when you first decided to start using video to promote your services and your personal brand. What was that journey like where you ended up saying, you know what? I'm going to put my face out there. I'm going to make that jump because I feel that, perhaps, without putting words in your mouth, it will help me connect more authentically with my buyers?


Mat Koening: It's interesting. When I first started doing video, it was actually because I had a lack of financial resources when I started my company. When I first got into utilizing video, oh gosh, four years ago, five years ago, what happened was I had started a company, and I had left a very cushy, six-figure, really large company in the automotive sector to start my own. The problem was you get all excited about starting a company, but you forget oh gosh, someone has to pay for all the marketing. So I went in I started the company, and I took all the money I had and put it into creating the product that I was selling, and I went, uh oh, I'm pretty broke. I don't have a way to market this. So I started trying to figure out ways like how I can get in front of people, and back then, Google's algorithm was a little different, so videos would show in search if you described them and titled them right, and YouTube was free, still is.


What I did was I started creating explainer videos where I would do things, you know, talking about if you're wondering how text marketing can help your business, here are a couple ways, or what's text marketing compliance, and how do you make sure that you stay protected? What I did was I wrote down 20 questions that I think everyone would have regarding to what my business was at that time, and I made these videos and put them on my website, put them on YouTube, described them well, I tagged them, titled them properly. My decision to start utilizing video was because I wanted to get seen, and I couldn't afford to pay for advertising.


Organically, every time someone would search something related to what I did, I was always one or two videos in the top five organic search results on Google, and same with YouTube. Really, that's how I built my brand and my name, was more out of necessity and lack of resources than an actual desire to go hey, I'm going to connect. Because of that, it brought me all of those other hidden benefits, right? I realized wow, this connection with people is strong. But that's how we started it, was really just out of a need to get my awareness there and not having the financial resources to spend money for advertising. Of course, that transitioned into doing different types of videos and things like that.


Bill Banham: Talk to me a little bit about the planning involved in communicating through video. For those salespeople who are listening to the show, and perhaps they are used to working with their marketing teams on a more traditional editorial calendar, which involves infographics, written posts, that kind of thing, can you tell me a bit if one can still work off that type of schedule, or is the whole point of vlogs and explainer videos that they're supposed to be more casual and more impromptu?


Mat Koening: That's a really smart question. A lot of folks have different approaches. I'm not going to say there's a right way and a wrong way, but I think depending on what your intended message is, there are more effective ways to utilize video. For example, when we do video, like I'm in the process for a company, RockStar Designs, we are building websites, doing sales funnels, social marketing for small businesses, so I'm in the process of recording a lot of explainer videos, how-to videos that actually will teach them how to do it their self, which seems counterintuitive, right, we sell it, but we're going to teach them how to do it for free, but there's a purpose to it.


For those videos, they're very structured, they're very planned. I set aside X amount of hours a day to recording these videos and creating them. That's those types of videos. A lot of people know me because when I'm in my car on the way to the office, I do a lot of impromptu videos. Usually, those come from maybe a devotional I read in the morning, or maybe an experience that I had with the business, a customer service experience, or a sales experience where I'm on the consumer end of it, and it was a good learning opportunity that I thought man, I should just share this with people. Those are more impromptu, like when I have an experience, I'm like how can I share this experience with people well? Even though I write for a couple publications, I've never considered myself a very talented writer, but I feel like when I'm on camera, I can communicate well, or when I'm on stage.


Usually when I have those experiences, I'll do the impromptu videos. But the third type of videos that we do that truly, I can bring a lot of power in the relationship, are done through our email marketing, or I should say our email communications. For example, when somebody reaches out and they connect with one of our business verticals, we actually send an email sequence for five days that has different things that lead them into getting an understanding of why we're doing what we're doing, and then they ultimately bring the person to the point of going hey, now it's time to make a decision whether you buy or not. Going to that end, then there's a series of emails that I do that feel very casual, very impromptu, that are daily emails that just go out that have video in them that are saying, "Hey, guess what? Today, this is happening, and I'm reaching out to you about this because A, B, C, and D."


Because of the different type of content I want to communicate, I'm going to go for a different type of deal. When you talk about can people work with their marketing agencies and planners and structure it? Absolutely. That's one way that's very effective, especially when you're recording evergreen content that you want to have up on your website and it's going to stay there forever, you don't typically do that off-the-cuff, but I think there's some real power when you're sending video email to people. There's some real power in communicating with folks in an impromptu way, and I'll give you an example. There's a company called BombBomb, and actually, your listeners can go try it for free. They can go to BombBomb.com forward slash, I think it's videoemailtrail, and then they can sign up actually for absolutely free to try it out, and it's a mobile app on your phone. It works from Google Chrome, but that's just awesome for video email communication. I would say it's definitely something you can plan, but there's power in doing it impromptu when it's email communication, one-to-one communication, stuff like that.


Bill Banham: Just finally, for this particular interview, to recap for our listeners today, can you nominate two or three ways that you've seen that video has changed or is changing the sales process?


Mat Koening: With people having more access to everything online when they're shopping, what we've seen is that websites that have videos about their product see a dramatically larger increase in conversion. A good example is, I mention sales funnels a lot because it's something that we're really passionate about utilizing, and ClickFunnels is a company that does those. Russell Brunson, the guy that owns it, does a lot of videos. He has a lot of explainer videos, if you will, kind of like the animated videos that really grab your attention as well as some videos of him talking. What we've seen is, we looked at, and when we were comparing, we were comparing ClickFunnels to three or four other systems so that we didn't have to build it from scratch, and we ultimately bought into theirs, which is phenomenally more expensive because the videos captivated us and we felt like we understood the product a lot better thanks to the video.


So I would say no matter what product you're selling, whether you sell books because you're an author, whether you sell consulting, web design, automobiles, if you're doing videos, people will feel like they've already got some sort of relationship established with you, and because of that, it'll increase their likelihood of making a purchase twentyfold. The sales process today, really, it begins with people at home, so if you're in sales and you're trying to grow your business, real estate, whatever, utilizing video email, like I said, BombBomb.com/videoemailtrail, you can literally shoot videos of a home if someone sends an inquiry, or videos of a car if someone sends an inquiry, you can fire off those videos to those folks. It's interesting, the people that are doing that out in the industries are seeing a lot more people, by the time they walk into your business, they've already made a decision they want to purchase. I would attribute that to, highly attribute that to, video.


Bill Banham: Well, Mat Koening, you gentlemen, thank you very much for being the guest on the Social Media and Tech Show today.


Mat Koening: Thank you so much for having me. I truly appreciate the opportunity, Bill.


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