As marketers and business owners,
we all know that conversion matters.
We also know including video in marketing campaigns drastically
increases conversion rates.
Likewise, a personalized email or web page
is known to increase open rates and click through rates.
What if you were to combine the two?
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 Facebook's rendition
of personalized video with the Friends kickoff in 2016.
They also have personalized videos for birthdays,
"friend-aversaries", and "A year in review."
Every time I see one of those I can't help but get
a little nostalgic.
It gives me warm and fuzzy feelings every time.
And that is exactly what they are looking to accomplish.
If you take the example of Facebook,
you can see how personalized video
is the key to connecting and engaging with your audience
on a level that no other content can.
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.
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.
Personalized video allows you to connect with your viewers
and provide them customized insight into your product
or service.
So how and when should you use personalized video
in your marketing campaigns?
Great question.
There are no boundaries really, which
is why it 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, inbound marketing and lead generation
provide a great opportunity for video engagement.
You can include personalization tokens
on a landing page, so why not add a personalized video?
We know that having a video on a landing page
increases conversion, but 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.
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.
You now have noticed the same lead has visited the risk
management page on your website 4 times in the last week.
This clearly shows that the content
is resonating with them.
You could have a personalized video sent to them via email,
letting them know about the risk factors in their area,
for a company of their size and present the benefits
of your cyber security services as it
pertains to the risks that create the most
vulnerability for them.
You can also 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.
The bottom line, personalized video
is a tool that is not going anywhere anytime soon.
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, Step Up Your Game With a Personalized Video
Campaign.
Oh yeah, and don't forget to subscribe to the In-Sites Video
Series.
Bye for now.