How To Book Sales Meetings With Strategic Video Content

Today, I'm going to share the precise steps you can take right now to secure an additional 10-20 sales meetings this month using video content, without the need to handle a camera or film any content yourself.

This is the exact strategy I've employed over the past few years to expand my own company, VideoCEOs , and it's the same strategy we've successfully implemented for dozens of partners.

This includes one cybersecurity company that recently landed a $3M contract using one of our videos created through this process.

I refer to this strategy as flywheel marketing because it's a self-sustaining process that is both timeless and repeatable, unlike many other methods out there.

Even if someone else adopts it, the process will continue to work effectively because of its enduring nature.

The reason behind its success is the prevailing lack of trust in the market.

Have you noticed how challenging it has become to schedule meetings through LinkedIn these days? That's because your target customers are being pitched dozens of times a week, a trend that has been ongoing for years.

Due to the widespread use of cold outbound messaging, which is incredibly easy to execute, buyers have become skeptical.

Consequently, most people will only purchase if they've convinced themselves of the product's value.

This isn't to say that cold outreach doesn't work. It can indeed serve as an effective first touchpoint or follow-up.

However, it's almost certain that your prospects will conduct their own research about you and your business before making any purchase. Likewise, I'm sure you don't buy anything without thorough research, right?

You examine the seller, the company, the service, the product, the feasibility of doing it yourself, the time investment required, the cost, and so on.

Only after gathering sufficient and accurate information will you decide to make a purchase. Perhaps you narrow your options down to two or three services, products, companies, or individuals, and then make your choice based on the sales conversation.

Knowing this, it's essential to have the correct sales assets in place so your target customers can practically find that information on their own, perhaps with a slight nudge from you.

When they conduct their research, they are subtly being sold on you and your business over anyone else - assuming, of course, that your sales assets are visible in all the right places to achieve this.

So, what's the strategy for booking sales meetings with video?

There are several approaches, but I'll share the strategy our partner used to secure a multimillion-dollar contract, so you can do the same.

The Video Sales Letter

The Video Sales Letter (VSL) is the cornerstone of any effective strategy.

The reason for this is simple: you need a destination for all your traffic.

Why not direct people straight to a booking page? Because they don't yet know who you are, what you do, or how you can assist them.

The VSL serves as a salesperson who operates around the clock without requiring overtime pay. All traffic, from content, emails, and ads, should be directed to this 24/7 salesperson. 

This video is crafted to sell. While we have a specific structure for creating these VSLs, detailing everything here might be too much, so perhaps that's a topic for another article or video.

The goal of this video is to engage viewers long enough to reach the compelling parts and the call to action.

Here's an example of a video we used for a VSL:

Short Form Video Content

Nobody will purchase from you if they're unaware of who you are.

True, you can run ads, but that costs money, and if people don't know you, they'll still click on the ad, check out your offer, and then research you and your company. Without content demonstrating your authority, you can't expect them to make a purchase.

The aim of short-form content is reach.

Reach is one of two essentials needed to generate revenue.

Without reaching people, you can't sell to them.

Direct messaging decision-makers is an option, but as mentioned, they will conduct their research, which often takes time. Therefore, reaching people and continually nurturing them with content, posted daily or several times per day, is necessary.

The most significant challenge for many is the difficulty of producing content consistently. Questions about what content to create, when to post, and where to post it are common.

I'll delve into some of these questions in another video or article. It's crucial to understand that showing up every day nurtures your audience and keeps you top of mind.

With short-form content, it also becomes easier to reach people. Remember, a single video can be viewed by thousands of people daily - far more than you can call or DM on LinkedIn.

Oh, and don't forget to include links back to your VSL when posting short-form content; that's crucial.

Long Form Video Content

I mentioned that short-form content secures the first of two essentials needed to generate revenue.

Long-form videos provide the second essential: reputation.

Creating only short-form content isn't enough when selling high-ticket solutions.

Before investing millions of dollars, potential customers need to conduct thorough research. This is where long-form YouTube videos come into play.

Whether 5 minutes, 10 minutes, or 2 hours long, the length is less crucial than ensuring you have content that delves deeper into your solution and the methods you use to address your clients' most significant challenges.

Ideally, long-form content should empower your viewers to solve problems on their own, even if it takes time because you're selling the implementation.

Revealing everything is part of the strategy.

This long-form content can also be segmented into short-form content and shared on other social media platforms. This approach allows you to achieve omnipresence, combining short-form videos for reach and long-form videos to build your authority and reputation.

Long-form videos can constitute an entire YouTube channel, which I highly recommend developing. After all, YouTube is the king of video content. Your videos get ranked in searches, and you can embed them in platforms like LinkedIn articles for added SEO.

Video Advertisements

So, you're publishing both short-form and long-form videos, reaching people, and establishing yourself as an authority in your field. Video advertisements amplify this process, akin to putting it on steroids.

With a modest investment, you can reach tens of thousands of people at once, significantly expanding your content's visibility to your target audience.

These ads should guide viewers to your VSLs (you might have several) and aim at retargeting those who have interacted with your short-form or long-form content.

This strategy serves as a series of follow-ups, known as retargeting.

By doing so, you can craft ads that direct people to various VSLs, lead magnets, or even more extensive forms of content. They're designed to function as touchpoints, allowing your sales team to concentrate on following up with individuals who have provided their email and phone numbers through your funnel.

Creating The Content

Now that you understand the process, you might be wondering how to create these videos consistently. For that, you'll need a team.

Sure, you could record VSLs and ads yourself, but many feel uncomfortable or awkward doing this, even with a script. I certainly feel this way.

That's why I prefer using AI-generated, faceless video content. They look realistic enough, the voice narration can be my own, and I can even include a digital version of myself in the video without having to film it myself—we call this an avatar.

I'm not a fan of using some of the basic avatar tools available, but they might work for you if you like them. I prefer having a team of video editors create this content for me.

Honestly, the best results I've seen from the videos are when the editors handle the creation themselves, rather than me or my partners trying to film on-camera.

After all, your customers are more interested in the solution you offer than in you.

I'm not sure why there's been a push for everyone to create content to be known, liked, and trusted; it's not as critical as the solution you're presenting to the customer.

They couldn't care less about who's behind it, and it's egotistical to think otherwise. Sure, building a personal brand has its place, but it's not as crucial as some may suggest.

Distributing The Content

Finally, distributing the content you create is crucial.

Setting up ad campaigns for advertisements is straightforward enough—just set them up and launch them. However, managing short-form and long-form content can be more complex.

Often, you might need to film the videos yourself or, if you're creating them through other means, assemble a team, write scripts, produce the videos, and then design thumbnails for long-form videos.

At every step, from reviewing to uploading or scheduling, there's a significant amount of work involved. Multiply this by 20-30+ pieces of content every month (on the lower end), and it becomes a full-time job.

At VideoCEOs , we utilize software to handle most of these tasks and even employ social media managers to oversee the process—because even uploading content to scheduling software requires time.

Tying It All Together With Your Sales Team

Assuming you have a system to publish content consistently across social media channels to achieve omnipresence, and you're building a long-form YouTube channel to enhance reputation and authority, with designated traffic direction points, your next challenge is integrating this with your sales team.

After all, not everything can be automated.

Therefore, your sales team should use the video content (and any long-form content you produce, such as LinkedIn articles) as touchpoint content.

This means sending it to potential customers to assist with their problems and provide value without expecting anything in return.

This can be done via email or outbound messaging. One method many of our partners use to distribute the videos we create for them, especially their VSL, is through direct mail campaigns.

This involves devising a promotional idea (for instance, the CISO Rescue Pack) and assembling items into a gift box, along with a device that plays the video or a QR code that directs the prospect to your VSL.

This approach allows you to be very selective with your direct mail campaign recipients and follow up with them effectively. Think of this as a highly targeted strategy, but one that demands significant effort to execute properly.

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