Kevin "KD" Dorsey talks with Morgan Ingram about personalized video in sales outreach. Ingram shares response rates of 15-30% and explains when to reuse videos versus record new ones, plus A/B testing tactics like screen versus face.
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Yep.
And what like how often do you use it?
The scenario is gonna be based on when I use that video again. So I have certain videos for objection handling and those can be stored in an inventory and I can use those according to the objections I have. So you don't have have to do the same objection all over again. You can actually house those in a place and that's a recommendation that I have. Also if you're doing a campaign, you can house those as well. I saw a question though on LinkedIn, like I find that the LinkedIn videos have the most engagement and the most replies and all of those are personalized videos that I'm not going to reuse or for that person. So that's my answer to that question there.
So actually, so that's one place I think I'll just give a tip here. We're reusing the personalized video. So if you think about what a. What's a good click through rate on a video? What do you see normally, Morgan? Like, I know you're getting 20%, like, response was also you targeting sales leaders.
Yeah.
Like a good click through rate on a video right now is about 20 to 30%.
Yeah.
Are you seeing something similar across the orgs you're working with?
Yes. But in some cases it's lower. It could be like 50%.
Yeah. Like it's come. It's come down a lot. Like again, just even when video first started out, like we're seeing 40, 50%. Like, people are like, oh my God, you made me a video. Yes, get the popcorn out. I'm gonna watch this. Right. Like those days are gone, but. So anywhere from 15 to. Let's even call it 20% click through rate. What I've noticed in where we're starting to coach the team is people put all this effort into making that first video. 80% of people don't watch it and then they never use it again. Right. So you want to keep using the video until it gets watched. This is where you're changing up your subject line. This is where you're changing up the body. This is where you can start to reuse it. So I'd encourage y', all, if you put in the effort to make that video, use it again. If they didn't watch it, they didn't watch it the first time, send them another email with the video, change it up a little bit. Didn't watch it the first, second time, third time, like, keep going. So don't let the video to go to waste. Would just be a quick tip for everyone. Cause you did. You took the time to personalize it. Keep using it until they watch it. This is where that awareness section of influence is so key. They saw it the first time and they delete it. They didn't watch it. You'd be shocked the amount of people that watch it the second time you send it. Right. So we have one right now that's seen like a 15. 15. 15% click through rate on email 1. 15% click through email 2 to people that didn't open email 1. So now we're starting to get that secondary lift. So just something to test out there, y'.
All.
Body language.
We covered AB testing with screen versus recording your face.
Got it. I still can't see it, but yes. Sounds like a real question.
So. So the. It's. This one's really interesting. So basically what it is is the LinkedIn hover. And you can hover over someone's LinkedIn profile to make them a video. So I've. I've seen more success with the LinkedIn hover than I do with the face video. And I think everyone across the board might be different on that. But I personally love the LinkedIn Hover and it's one of my favorite things to do. If I could find relevant information. I'm not gonna hover over their profile. They have nothing. I only do it when there's relevant info, which is the reason why it does so well. Because again, that's. It's about them, right? That's the real. That's the real reason that I started doing it a lot. And I love it because it has you in the corner and you're not that high a priority. Right? And it has them in the forefront where they can see their profile. And I could drill into whatever they have there. The obstacle, though, is when they have nothing. That's when I don't use it because it's really not. To me, I don't think it's as relevant. I like to point out certain things that I see in the profile. I'll go and say it's that one.
So one. I just heard this from someone actually, two months ago, towards the end of 2020, something very similar. They said they saw a massive uptick when they started having the CEO's profile up. So if the person they were reaching out to didn't have a strong profile, but the CEO of the company did, they'd hover on the CEO's profile. So just a little something. I haven't gotten to test that personally yet. It's like I'm going after. I have, you know, test it and see. Cause I'm going after doctors. There's no, like, CEO there. But the concept behind it, I was like, that actually sounds pretty genius. I think that actually would work because it's something in their world they would recognize. And again, back to the word that Morgan kept using. Curiosity like, why the hell do you have my CEO's profile pulled up right now?
I know we gotta do the hard pivot here, but it should work because I've actually been doing an A B test where I'll go to a company's website and look at their press release and I'll find a quote from the CEO. And then I'll use. I'll use the CEO's name as a subject line and then include the CEO's quote in there that's applicable to my training services, and that has an 80% open rate right now. So, yeah, it should work for video. I just never thought about that way. But now I'm going to do it. I'll let you know.
