Videos are incredible when it comes to reaching new prospects and spread your message effectively. Be it for internal communication or marketing activities, or employee training, videos top the list of all kinds of communication mediums. But often, marketers fail to understand the need for personalized video and fail to stand out.
As more and more marketers are leveraging video marketing strategy, it has become inevitable to make a difference with your marketing pitch. Sadly, the present times have more generic and spammy marketing efforts than they were a few years back.
And that’s the reason why consumers are finding generic video content to be a tad boring and lacking any appeal. The persistent exposure to a vast number of data has made the consumers even more averse to generic and template-ish video advertisings.
Data-Driven Marketing on the Rise
In fact, 81% of consumers want brands to know them before approaching them as an audience. Hence it has been all the more vital for marketers to cater to the individual needs of their audience. Instead of creating hundreds of generic videos that have no genuine connection with the audience, it is better to create one or two video content that is customized according to the individuals you target. Such content will certainly make your audience admire your brand and its ingenuity.
And now that we have the aid of Artificial intelligence by our side, creating a personalized interactive video with the exact user information is a piece of cake. More interestingly, you can reuse these videos with minimal tweaks. Marketers can connect with their target audience at critical touchpoints and cut through the noise.
What is a Personalized Video and what is the Mad Rush about it?
A personalized video adapts to each customer with one or more personalized components. These content make them feel more appreciated than ordinary marketing videos, reflecting in the increased conversion rates and visitor engagement of an eCommerce store. There are many other benefits of personalized videos, but let’s talk in numbers first.
- 78% of CMOs believe that custom content is the ultimate future of marketing.
- 71% of consumers say that personalized experiences primarily influence their purchase decision.
- 93% of online businesses agree to a significant uplift in their revenue after implementing personalized content.
- 90% of consumers are more like to choose brands that recognize them.
Well, these days, customers are smart. They can no longer be influenced by marketing gimmicks and shams, which is why more and more businesses are taking a rational approach in their customer outreach programs. We have already seen personalized email marketing skyrocketing with visible results.
And it is absolutely from a customer engagement and customer retention perspective that these new-age videos are more than digital content. They are your digital assets. You must not always consider them as entertainment but also as your rescue boat to deepen your customer relationship.
Thus, incorporating these videos can bring you a lot of benefits. Such as:
Boost Customer Engagement and Conversion
Personalization can be an extremely effective idea to raise awareness and increase engagement. Incorporating such a video on your landing page can establish a human connection with prospects. As a result, you get better click-through rates, improved engagement and conversion, more exposure, and better campaign efficiency.
Plan an Effective Communication Strategy
We are still surviving a pandemic, and the disruption is still there. Owing to this situation, more and more marketers are trying to look for ways to communicate with their existing clientele in a more informal manner.
At this juncture, personalized video marketing is the only way to win customers back and acquire new leads. More importantly, if brands want to tap onto the Smartphone users, who comprise a greater demographic, this form of marketing is apt. You get an opportunity to create personalized video ads for mobile and target the millennials.
Target Specific Audiences with Accuracy
Personalized marketing gives accuracy while you target a niche audience. By gathering the user data, one can create targeted video campaigns based on their interests and buying preferences.
For e.g.; if your prospects are movie fans, then use some pop-culture reference in your campaigns. Like you may create a video content taking some character reference from Star Wars, Harry Potter, or Game of Thrones- and then create an original script with these famous movie/series metaphors. You will see a visible difference between the results of these targeted content and the earlier generic content you deployed.
Strengthen your Customer Relationship
You have most probably come across the Coca-Cola Share a Coke campaign that received appreciation globally and helped the company amplify its sales for the first time in 10 long years. It was a highly personalized campaign that attracted the millennials with its common printed names.
The whole concept was loved by the young target audience as they could see their or their friend’s names printed on the Coke bottles. This simple formula made them a household name during the campaign tenure. With a touch of personalization in your content, you can create better and more meaningful content for your audience.
Give a Face to your Brand/Business
Indeed, personalizing your content adds a humane touch to your otherwise formal brand. Throughout the customer journey, right from being prospects, to qualified leads and finally to the end of the sales funnel, the journey is flooded with customers who have different requirements altogether.
And that is why a human touch or a brand face means a lot for them. If human creativity and imagination get combined with AI-driven analytics, it creates the best possible customer experience.
So you may need to tailor your video marketing messages with a personalized brand voice because your customers expect so, and they won’t settle for anything less.
Personalized Video – the Usage
Well, there are no set rules as to how to use personalized video content for your business, but of course, there are certain opportunities that you may avail. Already this trend has skyrocketed, so why not jump aboard it.
On your Website
Having a landing page video increases your chance of conversion by 80%. So how much do you think your conversion can increase with a data-driven video on your landing page/home page? Do the math!
Never forget, your landing page is the standalone web page that is specifically created while considering the visitors and sales funnel. Hence it collects the behavioral data and personal details of the website visitors right from the start.
So think of personalizing it to connect with the visitors and engage them more. You can increase your landing page conversions upto 85%, as per a recent study. You may integrate Intercom Video Bot to up your sign-up rates.
For your Customer Service Workflow
Leverage personalized video animations for your customer service and integrate the content into your existing CRM. Videos are immensely effective in onboarding new customers, so what can be better than welcoming them with a video that has a personal feel?
They can significantly enhance your customer service and make them feel special while you introduce your product and service. This creates brand loyalty and help the customers navigate through their customer journey.
Birthday/anniversary wishes, payment reminders, product reveals – all are part of this journey, but a video takes the user experience to a whole new level. Simply put, everything remains automated as it was; you are just implementing AI into the process, thus making it all the more personal.
In Brand Explainer Videos
While you start to plan your next animated explainer video, think of creating a personalized video with user data into it so that the effectiveness of the videos becomes high.
This tip could work for both B2B and B2C companies and can do a lot more than just product explaining when utilized smartly. You can promote these videos and see more of your customers watching them, just to educate them about your product. Much of your work gets done with just a single personalized video management process.
In your Event Invites
Planning for your next event? Why not support it with personalization? Whether it is online or a physical one, it is highly recommended to leverage personalized content. And given the current pandemic situation, most webinars, conferences, events, workshops and tutorials are happening online.
And mostly, the millennials happen to be the target audience for such events, who are savvy with the virtual world. And of course, they love to receive content with a personalized approach. So, lean on this format of marketing communication and improve your email click-through rates. Send emailers with personalized invitations and enjoy 8x more CTR!
In your Sales Pitch
It is a known thing that strong customer relationship on a personal level helps in sales and marketing. Exposing your prospects to engaging content is a great way to build a strong relationship with your existing clientele and prospects.
You may utilize personalized animations in your sales campaigns, annual business meetings, collect feedback and testimonials from your customers, express appreciation towards them, create welcome videos for newly onboarded clients, so on and so forth.
There are plenty of ways to accomplish this by combining the prowess of personalization and video, which can even bring 19% increase in conversions.
In your Marketing Emails
This might sound unreal, but adding user-based custom content to your emailers can enhance your CTR upto 300%! And it is true. A lot of marketers and financial institutions have implemented this technique to great success. And for this year, deploying such custom videos in email campaigns has been a common practice.
Emails can be considered a more professional version of real-time texting, as well as a personal medium of communication. So if you are to give out any limited-time offers or special promotions to your target audience, go for personalized email marketing supported by videos.
Apart from these, you may also adapt custom videos into your Facebook ads, create “Thank You” videos, personalized quiz contests, CTAs, for your clients, and make your clients repeat deals with you, augmenting word-of-mouth marketing for your brand. These are key to B2B and B2C business success, which is still unknown to many.
And if you want to tap into your Facebook target audience, analyze the user data available through Facebook analytics. Like interest areas and demographics, knowing these would let you create videos that say something about the previous ads they have seen.
How to Create an Engaging Data-Driven Marketing Video?
Creating an individualized video might seem a hard task, but it is just the opposite in reality.All you need is to analyze the user data and determine the factors influencing a prospect’s purchase decision. Or something that triggers their emotional psyche. Try generating content that is aimed at a one-to-one conversation with the viewer.
To achieve this, first, you need to gather the unique details of your target audience. And then, you might get some help from the free tools available online, where you can create multiple videos at one go that you can use for your marketing efforts.
However, free tools do not always give you that flexibility and quality that a professionally created video can offer. You might want to get in touch with a team of professionals with years of experience to create a customized video for your brand that you can truly benefit from.
Considering the Kind of Data for Video Personalization
There are so many data points that you can use to combine user data and video content successfully. Some of them are:
- Location
- Age
- Gender
- Personal Interest
- Device
- Visitor Frequency
- Date & Time of Visit
With all of these data combined, you can get a solid foundation based upon which you can create your video.
Personalization is a never-ending experience that might start with your social channels and then quickly shift to your website, emails, Blog posts, and offline events. Following the tips, you can not only increase your customer engagement, but also build robust brand loyalty and consumer trust.
Over to you now!
Video marketing and advertising have already reached great heights in acquiring new leads and conveying brand message faster. This trend is all set to grow in the years beyond.
Keeping pace with this growing trend, video personalization or individualization has also emerged as a powerful determining factor for business success. It is now important to consider the likes and preferences of your prospects before planning your next move.
Because simply getting likes and shares is not going to work now. It is of paramount importance to find out what is relevant to your target audience and trigger their purchase decisions. Because ultimately, the new-age consumers are smart, and they do not want to be just the stepping-stone of your business profit.65% of buyers are likely to switch brands if the vendors fail to offer a personalized user experience.
You may start with one or two personalized video campaigns, and then based on the outcomes, you may think of going bigger. Keep commanding your audience’s attention, boosting your customer engagement and ROI. Don’t go for fancy videos; just show how much you care.
