Personalized videos don’t mess around! Marketing’s newest talk of the town grabs the attention of viewers and creates curiosity without a doubt. But how do local businesses use these videos? I’m glad you asked.
First things first. It’s important to know that there are two basic kinds of personalized videos (and thankfully Gibson Girls Marketing offers both). Which you choose will depend largely on how you want to use them. So lets start with a quick story.
Bulk personalized videos
Marketer A wants to send emails to his customers letting them know he has a new product or service available. He has a list of folks who signed up to hear from him. Making individual videos with the names of each person on his list would be time consuming (which is why he needs GGM!)
He gives the list to Gibson Girls and we make a video for each person on the list. The videos directly address each person by name, perhaps their city and well, any number of details gathered by Marketer A.
Each video is sent in an email addressed to each person individually with other personalized text.
This is very engaging content and gets a great response for Marketer A.
This type of scenario is perfect for real estate agents, car dealerships, insurance salesmen and anyone who has a list of people they want to reach in bulk with personalized videos.
These personalized videos are pre-rendered in batches based on a list of recipients. They are effective for big email broadcasts, such as sending a thank you video to a list of conference participants.
Boost Cold Emailing Results with Personalized Video Emails
While we are at it, note that this is also great for cold emailing because personalized video marketing drives engagement, and engagement is half the battle when it comes to sales.
It’s a way your sales team can also be more productive by having multiple contacts with prospects without spending tons of time traveling back and forth, and without losing the personal touch.
Personalized videos may be used to enhance email conversion rates, drive registrations on landing sites, increase event attendance, customize customer support, improve customer happiness, and much more.
So, what about Marketer B? I’m glad you asked!
Automatic Personalization On The Fly
This is the other type of video with information about the viewer being passed into the video at the time they are watching it. These are more general in nature for two reasons. One, they are intended to speak to a more general audience and they are only able to personalize what the viewer is willing to tell about themselves in the instance of watching the video.
Imagine an invitation to an event online. You click the link and a page opens asking for your name and email address. If you want to go to the event you will likely provide that information. You might even provide the name of the town you live in. However, you probably aren’t going to type in the names of your wife, children or pet.
It would be impossible to then render a video that asks about your wife, Lulu, and your dog, Samson.
People are not as inclined to provide information unless they really want to see what’s behind the door. But there are scenarios where videos with less personalization is still very useful. Domino’s used this to great success.
Personalized Video Advertising
Domino’s increased their engagement considerably with this technique, and conversions rose by 115%. If you don’t need a bunch of information, or don’t need to personalize more than say their name, this might be just the type of video your customers will get a kick out of. And Domino’s isn’t the only one. Other companies have joined the ranks and seen the light. Companies like McDonald’s, Red Bull, Zumba, Nike, Playboy, and Mastercard.
Additionally, as this platform grows, once someone has provided that information, they don’t have to do it again for additional videos.
Getting noticed is the first big hurdle to any marketing campaign. Check! Personalized videos do that in spades! And, videos that get noticed get shared and viewed increasing all your good stats. When used on social platforms they can be really fun, engaging and boost conversions.
Personalization technology may also be used to create videos that are targeted to a certain group, such as a corporation, industry, or sector, rather than an individual receiver. These films may include the company’s name, logo, or text passages customized to the specific department.
Understanding the goal of 2 kinds of personalized videos
Everyone enjoys being made to feel special. That is why including specifics in a personalized video, such as the viewer’s name, company, or photo, is an excellent approach to engage your audience.
Personalization is the key to capturing the hearts of watchers. It boosts opens, clicks, and conversions, and with traditional and real-time customization choices, it’s feasible to do so at both a large scale and a highly personal level making your videos automatically speak personally to them.
Boost customer engagement with personal videos
We make direct connection with our customers when we say their name. Can you see how a video that inserts their name in magazine headlines, concert tickets or tattoos might get their attention? Or how about seeing their name typed into a text message, email or paypal account? It takes a little imagination and some pixie dust, but the possiblilities are endless.
And if you want to go all out geo targeting can get really fun with the image of a map being specific to them or a slideshow specific to their exact location. Real estate professionals and travel agents can easily get engagement this way.
What about their own picture? Yep. We can do that, too, right from their social media accounts.
Branded Videos Are Engaging On Social Media
These videos can be used on social media, too. All our videos can be produced in any size for your social media needs. Facebook, Snap Chat, Insta, Twitter. Don’t even get me started on all the ways personalized videos are the answer.
Build Better Relationships with Personalized Video.
Capturing and maintaining your audience’s attention serves a larger purpose: it helps you develop a relationship. Personalizing video creates personal ties with viewers, which can lead to a more favorable perception of you and your product or service.
We are constantly assaulted with hundreds of commercial messages. This makes it more difficult than ever for marketers and salespeople to stand out from the crowd, engage consumers, and build memorable connections. However, you may engage with personalized videos by considering each prospect and client as an individual.
Personalized video material should not only be one-of-a-kind but should also be extremely comparable to a genuine discussion. “Only when you feel like you’re speaking one-on-one with your audience, as is the case with personalized videos, can your viewers connect and emotionally react to your business,” says Yaron Kalish, CEO of video personalization platform Idomoo. Both video and customization are excellent strategies to establish relationships at scale in your marketing, and employing both at the same time can only speed up the process. For example a real estate video customization, in which you leverage a potential client’s name, image, and geographic area to create trust and enhance the relationship.
Among the many advantages of customized videos are the following.
- Cut through the clutter
- Increased email open rates
- Increased click-through rates
- Relationship building has increased engagement
Personalized Video Pre-Production
Video customization takes advantage of client data (name, email, location, pictures, and so on) from your CRM system to create great video experiences that engage more people and, as a result, earn higher ROI.
Personalized videos, as opposed to standard videos, are customized to the viewer and hence unique to each individual.
As video marketing grows more complex, customization helps keep it fresh and different, allowing marketers to provide audiences with memorable and one-of-a-kind experiences. Video customization, according to Business Insider, eliminates the “disconnect between the rise of digital video advertising spending and the little attention consumers are devoting to these advertisements.” This means that instead of squandering ad money on non-personalized films that can only be seen for a few brief moments before viewers lose interest, customized videos hold viewers’ attention for extended periods of time since they incorporate particular personal data.
However, the finest and most straightforward aspect of making a customized video is that you can use all of the data you’ve gathered about leads and customers during the sales process. You may personalize the video material as the relationship evolves and you acquire additional data from new sources. Consider the short customized films that Facebook generates on important occasions for its members. Users repeatedly share them because they are relevant and personal, and the same principle applies to personalized video advertising. It is important to use the acquired user data to customize and improve the experience.
Why Are Personalized Videos So Effective?
Why is customization so effective? “A person’s name is to them the sweetest and most meaningful sound in any language,” stated motivational expert Dale Carnegie. People demand tailored experiences. According to Salesforce, 58 percent of customers value a personalized experience when buying.
People’s demand for recognition is satisfied by the use of customized components, but their curiosity is piqued by the usage of video. Many viewers watch the entire video to see where the customization reappears.
Being able to add personal, clickable calls-to-action can cause click thru rates to jump considerably, too. In fact The Deutsche Bahn enjoyed a 397% increase by adding geo location personalization.
And engagement has been seen to improve to 70%, even for boring notifications like changes to terms of service for products. Personalization boosts the click-through rate by 202 percent.
Where Do Personalized Videos Fit In The Marketing Funnel?
Personalized videos are an effective method to grab and hold the interest of your audience. They should be added into your funnel anyplace you can work them in. One really great idea is to use them when they have opted in to direct them to the next step in the funnel.
The CEO of Long Tail Pro, a keyword software, highly suggests adding personalized video into your marketing funnel. She says this because her opt-in campaign saw conversions at 46.95%. As we say in the South, she ain’t a’woofin!
Would it surprise you to know that according to Forbes, simply using the word ‘video’ in a subject line in your email can boost open rates by 19% and click thru rates by 65%? Guess what happens when you use personalized video? You guessed it! One company had a increase in open rates by 36% and click thru soared to 144%. A subject line like “I made this personalized video especially for you” might break the internet!
As such another great place in your marketing funnel for these videos is in email campaigns. Many industries have found these helpful to their bottom line.
Make your own customized video campaign.
Every seasoned marketer understands that videos are one of the most effective advertising tools available today. Take it a step further and add customization, and you have an unbeatable combo that will leave your competitors scratching their heads as to where they went wrong. Video boosts conversion rates, and customization boosts conversion rates: So why not combine the two for a more successful strategy: video personalization?
Personalized videos aren’t only for commercials. They are appropriate all year to express gratitude to consumers or to let them know they are important to you. Video customization may also be used to reward people and maintain them as loyal clients. Consider the 2014 “Your Year with Nike” video ad. The brand leveraged fitness app user data (temperature, activity, location, etc.) to generate highly customized animated video content for around 100,000 app users. The films featured unique tales of fitness objectives that users had met in the previous year, motivating and inspiring people to use the app again in the next year. After you’ve finished making your video, the following step is to get it in front of your target audience.
When compared to advertisements with generic thumbnails and non-targeted content, our personalized video campaigns outperformed the competition. Customized viewer data (e.g., names) incorporated right into the videos grabbed attention and really stood out.
Customers appreciate the sense that you identify and address their unique demands. If you’re presenting a new service, product, or feature, you should do it with a video personalized to the consumer, such as “[Name], you’ve made it apparent that you’ve been seeking for [product, service, or feature you’re promoting].” It’s right here.”
Personalized Videos For Fundraising
Another area we expect to be big in the coming year or so is fundraising videos using personalization. Whether it be for a local campaign, national race or charity, nothing quite pierces through the veil like a personal message asking you to give.
Want to learn everything you need to know about personalized videos that give your viewers a personal “wow” moment? I bet you do! Contact Georgetown’s GGM today and get started.