What Makes a Stand Out Demo Video is as much the context of delivery as it is the content and production quality. Below we offer some commonalities of the best demo videos as a way to get started thinking about adding a product demo to your sales process.
Quality Production: If you are not willing to spend (could be money, could be time, could be on snacks for a friend who kindly agrees to make it for you) on a demo video, they are not worth sending. Seriously.
Consider that all of your marketing collateral is often asynchronous – your customers and prospects are watching it on their own time, meaning you aren’t there to give context. If you’re delivering it, your verbal communications reinforce emotional connection and build trust, and you typically can read the audience (physical cues if on camera, verbal cures if on a call) and adjust. But your marketing collateral will deliver the most important information about your product or service without you there to deliver context. A product video needs to communicate exactly what a product does, how the product is differentiated, and how your company differs from the competition.
Process Preparedness: A strong demo video can either augment your current process, or even replace one of the steps in the process. We’ll be writing more about this over the coming weeks, but we believe that a video or an automated/product-led demo can potentially take the place of a second meeting in your sales cycle. Instead of having to get everyone together to watch you present, you can send over a well-crafted long form video, and then get everyone together to answer questions and have a discussion. This means that your meetings can potentially be shorter (30 minutes of a customer-led discussion > 45 minutes of a vendor lead discussion + some Q&A).
Are your systems and teams ready for a demo video, or a product-led demo? Do you have a strong demo environment, use cases, testimonials, and everything else to make a compelling case? That’s step 1.
Once your collateral is in place, communicate with teams when the best time to send product demo videos are and set up metrics for measuring how effective they are in close rates. Then, build a process around it in your CRM and/or reporting tools. If it cannot be measured, it should not be implemented.
Inclusivity Audit: Is your content alienating your audience? Are you sure? Like, really, really sure? 99 times out of 100, presenters do not want to alienate their audience, but don’t know that it’s happening. We have some guidelines of how to connect with your audience, by way of what NOT to say or do, click here. We also offer a DEI audit, and can have our DEI expert look at your content to see if you are unintentionally excluding audience members. If you do not have a budget for a DEI Audit, we suggest having both marketing and sales go through the video, specifically making sure that language, imagery, and script are inclusive. Even better, get a friendly client to take a look and give you some feedback -that will help get an unbiased perspective.
Tech Check: Does your video platform or demo platform work? Be sure that it runs on all browsers (including mobile), that the security is air-tight (don’t give access to the entire internet if you’re talking about that customer’s use case). The demo video needs to communicate ease. You are alleviating a stress and making life better with this demo, a deal breaker would be a demo video that does not open or that is insecure.
Storytelling: Each of the items above makes for an effective demo video, but great storytelling really makes a demo video stand out. A product demo that tells a story can make an emotional connection, and engage a person entirely – making that prospect or customer excited to talk to you in person. The key is bringing the audience in and keeping their attention with how you tell the story around the demo. Remember, people make decisions emotionally, then justify them rationally later – so make that emotional connection. More on drafting the perfect story here.
Close a Demo Video: Often when we send a demo video (assuming we remember to send it), we do not treat this as an independent step in our sales process, but that needs to change. Just as each step in a sales process requires consent from your audience and follow up, so does your product demo video. How do you do this? Always include a clear CTA, whether you want the audience to contact sales for a full demo, or contact a sales person with questions, or something else.
So, What Makes a Stand Out Demo Video
Process, Clear Close, High Production Quality, and Storytelling are the most important elements of crafting an effective Demo Video that advances your deals to the live demo round. Capture and engage your audience, then leave them wanting more solutions from you.
Would you like to learn more? This article by Demo Automation platform Navvattic does a great job of explaining more on Demo Videos. Additionally, we offer a Demo Video audit and Demo Video product. Let’s Chat.