How many videos does it take before a buyer takes a sales call?

Enough to answer all of their questions. When buyers get about 80% of the way through their questions, they are willing to take a sales call. The library that gets them there is the end state, and I call it content bingo.

Quick Answer

• Answer each buyer question in its own video until the library covers all of them.
• At about 80% of their questions answered, buyers are typically willing to take a sales call.
• You know it is working when the answered questions stop coming up on sales calls and you can measure the leads.

This fits inside a bigger picture. If you want the full view first, here's the bigger picture.

Content bingo

There is no magic number of videos. The target is coverage. After answering all of the buyer's questions in individual videos, at some point you have a library that answers every one of them, and that gets buyers to about 80%, where they are willing to take a sales call.

That is the end state you are approaching: fill up all the questions. I call it content bingo.

"At some point we'll have a library that answers all the questions and gets them to 80% where they're willing to take a sales call." Dane Frederiksen

It gets easier each loop

You iterate and repeat. Every time you get analysis, you get data, and things begin to improve. You get better at this.

Ideally the buyers stop asking the questions you have already answered, and those questions come up less often. You might get new questions as the market changes. Get those from the transcripts and repeat the process.

Then you can measure sales leads, and you will know it is working, because you will see people watching the videos and getting their questions answered.

In the full video I walk through all 10 steps of the flywheel that builds this library, from sales transcripts to packaging to analytics.

Doing the thing is the easy part. The hard part is knowing where you're already winning and where you're invisible. That's exactly what our free AI Visibility Snapshot shows you, before you spend a dollar.

Frequently Asked Questions

How many videos do you need before a buyer books a sales call?

Enough to answer all of their questions. Buyers who get about 80% of their questions answered are typically willing to take a sales call.

What is content bingo?

The end state of a video system: a library with one video for every buyer question, so every square on the board is filled.

How do you know the video library is working?

The questions you answered stop coming up on sales calls, and you can measure the sales leads that come in from people watching the videos.

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Want the full breakdown? Watch the full video, or read the full article.

Most teams don't get this right on the first try. Here's how we approached it for a real team. Curious what it'd look like for you? Let's talk it through.

Full Clip Transcript

Ideally, after answering all their questions in individual videos, at some point, we'll have a library that answers all the questions and gets them to 80% where they're willing to take a sales call. So this is the end state we're approaching is to fill up all those questions. I call it content bingo. So then we just iterate and we keep doing this over and over again as we repeat. And every time we get some analysis, we get some data, things begin to improve. So we get better at this. And ideally, the buyers will stop asking the questions that were answered and they won't come up as often. You might get new questions as the market changes, but we're going to get those questions from the transcripts and just repeat the process. And then you will be able to measure sales leads and you'll know that it's working because you're going to see people are watching this stuff, getting their questions answered. I know this is complicated. If you want some help, just reach out.

Full Transcript

This is how to build a video creation flywheel system that sells. There's 10 steps and I'm going to walk you through each one now. The goal is to drive inbound leads by answering your buyer's questions with video content. The reason this works is because video is very helpful for buyers as they self-educate and YouTube gets pushed into AI Overviews at an increasing rate. If you don't show up in those results, you're out of the buyer's evaluation set and you won't sell. Basically, you're invisible.

Step one, we're going to start with our transcripts from our buyers. These are sales calls where they're asking real questions. Then we're going to take those and we're going to build some graphics on a platform like Miro, which is what I use. And then you're going to, anything you want to script in the beginning to hook them, you can write that out and you're going to create some graphics of what to show as you walk them through and answer their questions.

Step three, we record the video. Step four, edit the video, taking out maybe just the beginning and the very end. Any mistakes, but keep it largely unedited so it seems more real and authentic because we're trying to build trust.

So then packaging, we're going to make thumbnails. We're going to optimize the YouTube page with transcripts in an SRT file format, which is better for AI engines crawling. We're going to put chapter markers. We're going to do things like put suggestions at the end screen at the end. We're going to post the video and put that all together.

We're going to then do some analytics after 48 hours or so. We're going to start to see some data about how it performed. And if we look and we see, okay, people are watching for over 30 seconds, over one minute, that means they're getting some value. And then the game is to just stretch that out, make people click on your thumbnails and click on your descriptions and titles and make them watch longer by answering the questions better. That's the whole game.

Then we're going to prioritize based on what we learned in our analytics. Are there unanswered questions that we haven't done a good job of answering just yet? Then we can go and make that content for. Ideally, after answering all their questions in individual videos, at some point we'll have a library that answers all the questions and gets them to 80% where they're willing to take a sales call. So this is the end state we're approaching is to fill up all those questions. I call it content bingo.

So then we just iterate and we keep doing this over and over again as we repeat. And every time we get some analysis, we get some data, things begin to improve. So we get better at this. And ideally the buyers will stop asking the questions that were answered and they won't come up as often. You might get new questions as the market changes, but we're going to get those questions from the transcripts and just repeat the process. And then you will be able to measure sales leads and you'll know that it's working because you're going to see people are watching this stuff, getting their questions answered. I know this is complicated. If you want some help, just reach out. This is what I do and how I can help you.