Shorten Your Sales Cycle: Why B2B Companies Are Embracing Video Content and Social Media

Описание: B2B companies are finding that a consistent strategy of using video content and social media shortens the sales cycle by quickly building trust with their target audience.

When potential customers request a demo or set an appointment, they often mention seeing the company's content on social media. The speaker suggests that a video testimonial viewed repeatedly on social media is comparable to receiving a referral from someone in a circle of influence.

A common limiting belief is that buyers only purchase logically. However, the old adage is that people "purchase with emotion and...justify with logic".

The goal of social media is to reach the emotional side to move people, and it is important to hit both the emotional side (for trust) and the logical side (for the purchase decision).

Trust for B2B businesses that commit to this strategy shows up in various ways:

Engagement-Putting out valuable content results in people commenting, liking, and sharing. Social media algorithms push content to more people when there is greater engagement and more comments, as it signifies interest.

Customer Feedback:-Trust is evident when a prospect initiates a conversation by saying they have been "really seeing a lot of your content on social media" and are enjoying it.

A core value of content creation is to "agitate for the right reasons".

This means creating content that brings to the surface what prospects may be missing, especially if waiting longer could cause them to lose money or time.

On social media, seeing a company discuss its product in the comfort of one's home feels different than the natural tension that can exist when sitting across a desk from a person trying to sell something.

A key challenge is patience.

Building anything takes time and effort. While social media and video content allow businesses to cast a wider net and distribute their insights faster than ever before, the ability to release content quickly does not mean one should lack patience.