Increasing website traffic, leads, and sales has been top of mind for marketing teams, sales teams, and business owners alike for quite some time now. The fast-paced world of digital media, marketing, and evolving sales technology has us in a battle for the attention of our target audience. Without capturing the attention of a website visitor, email recipient or social community member, our message goes unnoticed. And that means we are not providing the results necessary for success.
We know including video on a landing page, in an email or as a part of a social media post drastically increases conversion and click-through rates. Likewise, a personalized email or web page is known to increase open rates and click-through rates.
So why not combine the two? Good news, you can. Capture the attention of your target audience, improve-click through and conversion rates, all while engaging and entertaining your digital community. Say hello to personalized video.
So, you may be thinking what exactly is personalized video? Our partners at Vidyard said it best, "It's a unique video created specifically for an individual person or company that has been customized with their name, company logo, email address or other personal elements. Text or image elements appear as though they naturally belong right inside the video scenes. Normally produced in a mass quantity for numerous recipients.”
Maybe you have seen a personalized video or thumbnail land in your inbox from time to time. When a video thumbnail is personalized, the urge to click is much greater. It's as if it were an impulse to see what other personalized tidbits are included in the video. And that's just what they are looking to accomplish.
Take Facebook's rendition of personalized video with the Friends Day kickoff in 2016. They have personalized videos for birthdays, "friend-aversaries," and "A year in review."
If you take the example of Facebook’s “A year in review," you can see how personalized video is the key to connecting and engaging with your audience.
We all know that marketing success means delivering the right content to the right person at the right time. It also means connecting and resonating with your audience. Personalized video allows you to do just that. Take a look at this example of our partner Vidyard’s A/B test results from their personalized video test drive in 2015.
The results are astounding. You can read more about the details of the campaign in the Guide to Personalized Video.
A personalized video helps you to cut through the noise and retain the attention of your viewer. In a sense, it culminates the perfect marketing climate. Video personalization allows you to connect with your viewers and provide insight into your product or service on a more organic level.
When, Where and How Does Personalized Video Work?
So, how and when should you use personalized video in your marketing campaigns? Great question. There are no boundaries really, which is why personalization is such a great tool for marketing, sales and customer retention.
Let's take a look at each of these steps in the buyer's journey and review how you can apply video personalization.
Let's start at the top—top of the funnel that is.
Inbound marketing and lead generation provide great opportunity for video engagement. If you are currently running inbound marketing campaigns you are aware of content personalization tokens on landing pages, within emails, and even throughout the content on your website.
So, why not add a personalized video? We know that having a video on a landing page increases conversion so imagine what a personalized video would do. Starting to get the hang of it? You can also send an email to your leads if you notice they are visiting a particular page on your website, address them by their first name in the video, and ask them a specific question that has to do with the content on the pages they have recently visited.
For example, let's say you have a cyber security company, and one of the leads that downloaded your "Protect Your Data eBook" provided their email address, company name, zip code and company size. Then you notice the same lead has visited the risk assessment page on your website 4 times in the last week. This clearly shows that the content is resonating with them, or they have a problem they are trying to solve. You could send a personalized video via email, letting them know about the risk factors in their area, for a company of their size, and you can present the benefits of your cyber security services as they pertain to the risks that create the most vulnerability for their demographic.
Other areas you can use personalized video clips in the attract phase of your marketing mix include:
- Branded campaign videos
- Explainer videos
- Office culture videos
But, what about the middle of the funnel? How can you develop a personalized message that will resonate with your audience and convert them from a contact to a sales qualified lead? Use personalized webinar invites addressing pain points of each of your leads.
Other places you can use video personalization in the convert stage of the buyer’s journey:
- An email invite for a live event or meetup
- A product demo (this works especially well for SaaS companies)
- On a landing page for a consultation, product assessment or training session
Use these types of video to close a sale, or just after a sale is closed. You can send them as a welcome email or a reminder. You can also send personalized videos as a way to let your customers know you value them and appreciate their business.
Opportunities for personalized video at the bottom of the funnel and after the sale has closed include:
- Tech Support
- Proper process and procedure explanation
The bottom line, personalized video is a tool that is not going anywhere anytime soon. Stay ahead of the game and start personalizing messages for your brand today. Have you started your journey to mass personalization? If so, tell us about it in the comments below. If not, you should download our eBook, the Guide to Personalized Video. Until next time, get personal. Oh yea, and don't forget to subscribe to the In-Sites Blog.
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