Video is the New Document: Why Modern Businesses Must Communicate Through Video

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Going public is one of the most significant milestones for any company. An Initial Public Offering (IPO) is not just a financial event—it’s a brand-defining moment. While balance sheets and business models matter, investors buy into a company’s story, credibility, and promise of long-term value. That’s why branding and marketing should be treated as mission-critical pillars of your IPO readiness strategy.

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After all, YouTube is the number two search engine in the world!

The truth of the matter is that most successful photographic compositions are in fact quite simple, there may be numerous objects but there is never any doubt as to what the subject actually is...

Inbound marketing has continued to displace outbound marketing as a company's primary means of generating leads, building its brand and growing its audience. However, this is not a market-specific phenomenon. It's market-agnostic and widely-endorsed across multiple industries ; companies now see digital marketing as their primary lead generation strategy and the cog that makes this strategy work is producing great content. Content provides that continuous flow of leads online that keeps your funnel full of new opportunities. When content is combined with marketing automation, it takes lead nurturing to the next level by continually providing customers with action-based triggers, important reminders and brand messaging. The focus is to reintroduce the same customers into the same sales funnel by relying upon predetermined triggers. Customer actions then force you to re-engage your audience and guide them back through your buying process. It's a continuous feedback loop and one that grows business leads. Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need. On average, 50% of the leads in any system are not yet ready to buy (Marketo) Almost 80% of new leads never become sales (MarketingSherpa). Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost (Marketo) Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas Group). Effectively developing leads in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, and then filling out that framework with a thorough content marketing plan. Best practices for effective lead nurturing: 1. Personalize Your lead nurturing email campaigns should be personal. Tailoring each email to the interests and behavior or even name and demographics of your leads and prospects, makes it resonate that much more. 2. Educate according to the buyer's journey One of the most crucial steps in closing the sales cycle is educating your prospects and giving them the information they need in their current state of the buyer's journey. 3. Don't email leads every day A sure-fire way to have your leads immediately unsubscribing is by emailing them every day. 4. Don't send every lead every email You've gotten the jist by now. Every lead is different and likely in a different stage of their buyer's journey. With this in mind, there is no way you can effectively nurture ALL of your leads with the same email. 5. Re-engage when necessary Are you finding that your leads aren't opening your emails as often or aren't responding to your sales calls? Try re-engaging them with email marketing. 6. Start ASAP Lead nurturing doesn’t have to wait until a prospect has expressed purchase intent. You can start nurturing individuals as soon as they express interest in any part of your business, even if it’s just your blog content. 7. Create content around consumer pain points Given how the Web has empowered buyers, marketers have to shift away from self-centered content and provide information that’s useful to their buyers. 8. Don’t rely purely on email lead nurturing It’s important to personalize your marketing messages outside of email as well. You don’t want show every website visitor the same static and generic message that may or may not apply to them. One way to personalize marketing messages on your website is to use dynamic calls-to-action (or Smart CTAs). The process of lead nurturing sounds complicated, but it's well worth the effort. It will take some time to get everything implemented, but after with some small tweeks to your lead scoring, email copy, and other details until you start getting the conversion rates you want. We the hope the article adds value to your business communication! Best, Bejoy Peter- Digital Creator & Communications Strategist Email: info@VisionKraft.com | Phone: +91 9850 555 795 Vision Kraft Media Works Pvt. Ltd. - the perception management tools company!

You’ll send a lot of prospecting emails and InMails in 2020- and you’ll spend a fair bit of time racking your brains for the combination of words and phrases to improve your response rate. Okay, so maybe that wasn’t the most original prediction that you’ve heard, but it’s certainly one of the most pertinent. The art and science of selling has evolved in many ways: leveraging networks for warm introductions, prospecting intelligently on social media , leading with content, building personal brands prior to reaching out. However, there are aspects of our craft that haven’t changed, and which we wouldn’t necessarily expect to. Knowing the right combination of words to earn attention, entice someone to read, and provide a compelling reason to respond is one of them. Sales people have been testing different approaches from the days when they first put ink pen to paper. It’s the same persuasive challenge today as it was then. The key to prospecting efficiently and effectively through email and InMail is not starting with a blank subject line and screen each time. Prospecting emails and InMails need to feel distinct and individually relevant – but experience shows they are most effective when they follow one of five broad outlines. Our own sales teams at LinkedIn swear by these: five core templates to suit different prospects , different situations , and different stages of the buyer journey: 1. The Common Ground Approach: If you’re researched a prospect online prior to reaching out, then this is the template for taking advantage of that work. It’s built around a mutual interest, hobby or acquaintance, and a current reason for reaching out. Crucially, it doesn’t attempt to translate this common ground towards a deal immediately. The focus is more on building rapport. It’s important to get the balance right with this style of outreach – you want to come across as informed, not creepy. Lost for words? Here’s your starting template for inspiration: Subject line: [Prospect Name], Jessie recommended I reach out Message: Hi [Prospect Name], Our mutual connection, [connection name], and I were talking recently about [hot topic]. She said you were an expert on this issue. I’m writing an article about [hot topic] because it’s relevant, timely, yet confusing to many of my customers. Can I include your perspective, [Prospect Name]? Regards, [Your Name] 2. The Problem-Solver Approach: What do B2B buyers really want from sales people? Applied insight and information that’s relevant to their specific business. If your prospecting has uncovered evidence of a current business need, then this is the template to help leverage that in your outreach. A key question to consider is whether to mention your solution – or save that for later. It comes down to your individual judgment – but a thought leadership asset like a relevant guide or white paper can be a very effective way of introducing your expertise without hitting them over the head with it. Lost for words? Here’s a starting template for inspiration: Subject line: [Prospect Name], How to put an end to [problem] Message: Hi [Prospect Name], Your LinkedIn post discussing how your company is struggling to overcome [problem] made me think of others I know experiencing the same frustration. What seems to work is when companies tackle these three core issues: • Lack of integrated systems • Manual processes • Unawareness about the latest options [Prospect Name], let me know if you’d like me to send an eBook my company put together that spells out how to effectively address these issues. Regards, [Your Name] 3. The Case Study Approach: Human beings love a good story – and smart sales reps know it. According to the 2017 B2B Buyers Survey from Demand Gen Report, 67% of those making purchase decisions rely on peer recommendations and 41% rely on case studies. That means a prospecting email that can persuasively introduce a customer story is a hugely valuable asset. Lost for words? Here’s a starting template for inspiration: Subject line: [Prospect Name], Here’s how to drive X% higher revenues Message: Hi [Prospect Name], Your latest company blog post showcases your strategic initiative to do [initiative name]. Congratulations on spearheading such an important endeavour! As you prepare to move forward, you’ll be interested to learn how others in your position pulled off the same project successfully. In fact, I know of [prospect’s role] in three companies very similar to yours that generated an average of 17% higher revenues by using [your solution] to power their new processes. [Prospect Name], let me know if you’d like me to forward the case studies detailing how they achieved such impressive results. Regards, [Your Name] 4. The Giver Approach: You’d be hard pressed to find someone who passes on a free offer, if it’s something of actual value to them. Use that to your advantage when sending an email to prospective buyers. Whether you’re offering an ebook, a free trial, or a free evaluation, make the offer the focal point of your email. The more exclusive or insightful it is, the more likely it is that your prospect will see it as valuable. Lost for words? Here’s a starting template for inspiration: Subject line: [Prospect Name], find out how your website stacks up Message: Hi [Prospect Name], Your content-rich website is visually stunning, but I ran a free performance test that shows it might not be loading quickly enough for your site visitors. Would you like to see the results and how your site compares to the competition? Regards, [Your Name] 5. The No-Nonsense Approach: According to Boomerang analysis of 40 million sales emails, the sweet spot for length is 50-125 words. That means it often pays to be straightforward. Consider using bullet points to quickly point out how your solution benefits your prospective client. Lost for words? Here’s a starting template for inspiration: Subject line: [Prospect Name 1], [Prospect Name 2], and [Prospect Name 3], thoughts on [product]? Message: Hi [Prospect Name 1], [Prospect Name 2] and [Prospect Name 3] Now that you have trial-ed [product] for three months, I want to confirm you are experiencing the impact we discussed: • Less manual data entry • Faster financial closings • More accurate monthly reports What are next steps to get you signed up for an enterprise license, so your entire finance team can take advantage of [product]? Regards, [Your Name] We the hope the article adds value to your business communication! Best, Bejoy Peter- Digital Creator & Communications Strategist Email: info@VisionKraft.com | Phone: +91 9850 555 795 Vision Kraft Media Works Pvt. Ltd. - the perception management tools company!