Using video in marketing campaigns is now standard practice. These days, video marketing is being used by a lot of different companies. Yet, it can’t be denied that some businesses are performing better than others. So, how can you make your video campaign more effective? It’s by producing personalized videos that speak to the needs of your target audience.
What Is Personalized Video Content Marketing?
Instead of using a one-size-fits-all approach, as most marketers do, personalized video marketing takes an account-based marketing strategy by customizing content for individual customers or prospects. Video personalization can take the form of a holiday greeting with the customer’s name, a collection of photographic slides from the client’s previous visit to your office, or a clip of your employees chanting the top customer’s name repeatedly. It’s an excellent strategy for increasing user engagement and boosting sales.
Creating A Personalized Video Marketing Strategy
Without an established goal shared by all members of your video marketing team, you’ll be caught up in an endless cycle of reshooting, reframing, and editing. A lot of time is lost because of that. Get started by having a plan in place.
The following are tips and tricks for personalized video marketing strategy:
1. Get Your Gear Set Up
You must start with quality content if you want to create awesome personalized videos. That entails adhering to the fundamental principles of video production such as having a concise video screenplay, high-quality video, subtitles, and more.
Here are some suggestions for making your videos look professional:
- Know why you’re shooting the video and who it is for
- Write a good script
- Polish your intro
- Use good lighting
- Use a clean background
- Use a tripod
- Prepare your tech setup
To customize, you must produce different versions of your video for unique viewers.
2. Have A Post-Click Landing Page
Sending all of your traffic (whether from email, social media, or any other source) to a unique post-click landing page is essential. You should direct the audiences to a specific landing page where they can watch the video if you incorporate a thumbnail for it in your content.
When including the video in your content, be sure to add a call-to-action (CTA) that sends users to a landing page designed to maximize conversions.
3. Be Careful With The Video Length
The general rule of thumb is that the longer the video is, the greater the chance that viewers may become disengaged before the video’s ending. This doesn’t necessarily mean you’re required to create short videos; however, it does suggest that it’d be strategic to include whatever information is most important to your viewers in the first part of the video, rather than the last part.
In the end, the story is what matters most. When a video’s only purpose is to relay a few key facts about a new product’s features, a brief, to-the-point clip that gives viewers just that may be the best option. If you want to tell a story, though, a lengthier video is the way to go. That’s fine as long as you don’t waste people’s time. With personalized video marketing, you can allow your target audience to get to know your brand before you meet them, giving you greater flexibility when it comes to video duration.
Where To Use Personalized Videos
Incorporating personalized videos in order to increase the effectiveness of the sales funnel presents a variety of difficulties. Check out the ways below to reach out to your ideal customers with personalized videos:
- Event invitations
- Product demos and tutorials
- Customer service
- Introductory videos
- Welcome messages
- Thank-you notes
There are no restrictions on how or where you can use personalized videos. Almost every part of the sales and marketing and even customer success funnels may be optimized for greater efficiency. Also, personalized videos can be easily integrated into your existing marketing and sales strategies.
Scaling Your Video Efforts
Perhaps you’re thinking about how personalized a video should be. Should you create a video for each lead? Should you use each person’s name, organization, and concern as a starting point for your greeting?
Personalized video content creation should be tailored to the stage of the sales funnel that a certain prospect occupies. Using this data, you can pick and choose which videos require specific personalization and which can be more generic.
Scalability relies on establishing a catalog of videos for use in lead nurturing. Potential clients have several concerns and requirements that your business can meet. So, it expects you’ll want a video for every topic. Having a video library that addresses common topics should lessen the need to record fresh footage.
With a segmented workflow in place, you can have videos ready to go when a new lead enters your sales funnel.
Video personalization can be used strategically in the buyer’s journey to attract customers and build long-term relationships. This can increase your customer base, retention rate, and conversions. From initial contact to final purchase and beyond, it pays to provide customers with the precise experience they need.