如何使用视频分析来改进销售推介策略

Sales pitch metrics are down across the board. According to our December 18 Pitch Deck Interest metrics report, VCs are now spending an average of 2 minutes and 18 seconds on startup fundraising pitch decks — an all-time low that may reflect the state of sales proposals in general. 

The good news is you can recapture attention for your sales pitch through video. Sales teams of all types have been using video proposals to close deals for years, and we now have the data to say with confidence that the approach works. According to Proposify, video proposals close deals 26% faster than written ones. 

With pitch deck reading time down, there’s never been a better time to try a video pitch. Here we’ll guide you on how to create the ideal video pitch for closing deals, and how you can use video analytics to optimize your strategy as you improve. 

The anatomy of a video sales pitch 

If your lead targeting is on point and you know your audience, you’ve already completed half the work of a video sales pitch. 

The content, length, and personalization of your video sales pitch will change depending on who you’re pitching — so if you still have a lot to learn about your audience, stop reading this article and get to work on that first.

But if you feel confident about your prospect knowledge, you’re ready to put together a good video sales pitch. Here’s what it should look like:

Length

Your video sales pitch should be no longer than two minutes, but there are always exceptions to this rule. 

If your prospect is almost ready to buy, you may add more details about the features of your product or service to close the sale. If your prospect isn’t familiar with your company, you’ll want to keep your sales pitch short and sweet — think, “How do I trigger a conversation?” more than, “How do I give them all the details they need?”

Tip: If you want to add length, add a customer testimonial. The change of speakers will hold the viewer’s attention for a (slightly) longer amount of time, and testimonials add credibility to your pitch.

Content

Your video sales pitch will vary depending on use case, but at its foundation it should contain three things:

A personable hook: Demonstrate you know something specific about your prospect’s needs. Be equally as specific when explaining how you’ll address them.

Clear benefits: Your prospect should walk away from the video pitch knowing exactly how your product solves a pressing issue for them.

A call to action: Your prospect should know exactly what you would like them to do after watching the video pitch, whether it’s to book a meeting or ingest more material.

Personalization

For best results, personalize your video pitch for every prospect.

Sure, it may sound like more work to record a separate video for every prospect, but think of it this way: When you address one person, you can tighten your pitch to what speaks to them, rather than recording something longer that addresses general needs.

Quick tips for personalization:

1. Use the prospect’s name right away.
2. Mention a problem the prospect has publicly talked about online.
3. Mention a mutual connection that shows you’re not a stranger.   

Video analytics: Which ones matter and how to use them

Now that you know what a good video sales pitch looks like, we’ll walk you through using video analytics to improve and eventually perfect your pitches.

Heads up： DocSend 视频分析 can help you craft the perfect video sales pitch. Here we’ll break down which ones we’ve seen matter the most, how to interpret them, and how to switch up your strategy based on the results.

User information

If you’re not sending personalized video pitches for whatever reason — resources, testing, etc. — user analytics are a good proxy for knowing your viewers. User analytics include:

• Location
• Email address
• Device and operating system

Tip: If you’re seeing more viewers from a certain location, create a separate video sales pitch for that market. 

回放时间百分比 

Playback time percentage shows how far viewers are making it through your pitch. If your playback time percentage is high, your video length is fine,  but if it’s low you’ll need to tighten your pitch and release a shorter version.

Tip: Test 30, 60, and 90 second versions and see whether or not there’s a large difference in playback time percentage between the three. You may not need to sacrifice as much on time as you think!

Playback details 

Playback details are what happens when someone actually views a video, like pauses, rewinds, and skipped sections of content. Here are some ways to assess playback details to improve future versions of your sales pitch:

跳过: Skipping is self-explanatory — these are parts of your video viewers are skipping over or scrubbing through to get to other parts. If you start to notice a pattern of skipping with a particular section, that’s your cue to rework that content. 

倒放: If prospects are rewatching certain parts of your video, it’s a sign they’re interested in what you’re saying — or that you may need to expand and clarify some points.

后台播放: Video views are one thing, but they may not indicate whether or not someone actually watched your video. Backgrounding is a great video engagement metric for assessing whether you’ve truly captured someone’s attention. If you notice a lot of backgrounding while your pitch is playing, you may not have a closer on your hands just yet.

Visit Engagement Score 

The Visit engagement score provides a summary of your visitors’ engagement with a file. The score is determined by whether your visitor could see 和 hear the file, as well as how fast the file was playing back. The engagement score does not take into account the playback time and playback percentage metrics listed above. Engagement events include mute/unmute, fullscreen/windowed, playback speed, and background/foreground of the screen.

The video visit engagement score is rated on this categorical scale: 

• Highly Engaged (blue)： The video file was played unmuted, visible, fullscreen, and no faster than 1.25x speed. 
• Engaged (green)： The video file was played unmuted, visible, and no faster than 1.25x speed for most of playback.
• Distracted (yellow)： The video file was muted or the DocSend player was in the background for much of playback. 
• Ignored (red)： The video file was muted and the DocSend player was in the background for much of playback. 
• No Signal (gray)： There is no engagement data to report as the video file was not played.

While audio file engagement analytics are similar to those of video files, there are a few differences:

• As the fullscreen option does not apply to audio files, it does not apply to audio engagement.
• Viewer in focus is weighted less for audio files.
• Audibility and playback speed are weighted more for audio files.

The audio visit engagement score is rated on this categorical scale:

• Highly Engaged (blue)： The audio file was played unmuted, visible, and no faster than 1.25x speed. 
• Engaged (green)： The audio file was played unmuted and no faster than 1.25x speed for most of playback, but may not be visible.
• Distracted (yellow)： The audio file was not visible and played faster than 1.25x speed for most of playback。 
• Ignored (red)： The audio file was muted for much of playback。 
• No Signal (gray)： There is no engagement data to report as the audio file was not played.

Ready to see how DocSend video analytics works in real-time? 立即开始免费试用。