During the current crisis, the world is increasingly turning to digital assets for help. Clearly lockdown and quarantine have left the consumers to fend for themselves from the virtual world both the essentials and the non-essentials. Even face-to-face interactions have been replaced by video conferencing. This drives a dramatic change in human behavior and spending patterns.
This behavior means that companies should start to adapt to this change. This also dictates some very clear facts that the competition is high and unless companies burnish their digital strategies by including a very distinctive element called personalization, they may not sustain.
At the start of this year, I received many greetings…but here’s a message that stood out from the crowd. “But Why,” you might ask? It is a personalized video greeting with my name on it!
The video caught my attention as it had my name . Here is a perfect example of a unique, casual, and personalized greeting to thank their loyal customers during the festive season. The objective is to show their appreciation and gratitude to their customers. So the next time around, this gesture makes a favorable impact when making the final purchase decision.
Gartner predicts that organizations that excel in personalization will outsell companies that don’t by 20%.
Simple Personalization vs. Personalized Videos
Personalization goes hand in hand in all stages of the purchase funnel. Awareness, Interest, Desire & Action (AIDA) – to attract and engage your audience. Businesses use personalized Emails in every stage of the buyer’s journey. This is done by adding ‘merge tags’ in the content copy.
Here is an example of a simple personalization technique.
A simple personalization just includes the customer name and their interests and is drafted with a personalized video message that addresses the customer interest/ pain point. This type of personalization can help in different ways.
What personalization can help you with :
- Unique user experience that can be enjoyed by individuals.
- Improves sales conversion and encourages conversation with your customers.
- A positive impact on conversion rates
- Enhances trust and credibility and also impactful email campaigns
- Encourages engagement and nurtures leads
- Impacts revenue by contributing to customer loyalty and results in increased customer retention.
Here is the thing about personalization – it involves more than just the first name. With so many tools available to the marketers in this technology-driven world, companies are able to segment their marketing efforts based on business size, age, gender, industry, job title, company name etc. to appeal specifically to each individual. Also personalization based on geo-targeting is very useful.
Personalizing your video campaign is an imaginative technique to surprise your audience. Get creative and think about all the different ways you can impress your viewers.
Why Simple Personalization Fails
Like you saw in the snapshot of the greeting above, videos deliver a personal connection. It creates an emotional bond right there when brands send a personalized video to a customer.
Marketers use different campaigns at different stages of the buyer’s journey. These promotions typically deliver poor results. We went through several surveys available online and here’s an average compilation of all those results.
These campaigns use personalization but typically fell short in delivering a positive experience. On the other hand, personalized videos have an impact right away. You can use them at each stage of your buyer’s journey. Below mentioned are just a few ideas out of the box to get you started.
Personalized Videos in Marketing
Marketing Campaigns are designed with the ultimate aim of generating new prospects for your business. Once you receive the name, email address, and contact information, the next step is to initiate the communication process.
A personalized video should contain information and details that are relevant to your customer. For example, you can send out a personalized video to your customer that’s based on their product usage, you can send a personalized demo that’s based on your customer’s requirements, or you can also send a customized travel itinerary video according to your customer’s preferences. Options are endless.
Including such personalized videos in your email campaigns will increase response rates by 2X.
You can kickstart your marketing campaign by using the ‘one-to-many’ technique. In other words, a single mailer with a personalized video can be sent to multiple people. Each person gets the same mail but yet feels special as their details are inserted into the mailer within the video.
Signing up with Hippo Video helps you send personalized video prospecting emails by taking the data from a spreadsheet.
Next is the one-to-one technique, which involves sending a mail to a single person, one at a time. A database containing all their personal details comes in handy when creating the mailer content for the one-to-one strategy.
You can find out the level of interest your viewers have in your business by sending out such personalized video emails. You can track the video, analyze the watch rate, and viewership reports. With Hippo Video’s Gmail Add-on, you can send one-to-one emails. You can also know the prospect’s intentions, and follow up with them with engagement data.
The personalized video software platform gives you live notifications of who watched your video. Also, the duration, the click rate, and email open rate so that you can approach them accordingly. You can spend more time on the prospects who are interested. Track those who are not too keen, and design newer and better personalization strategies to convert them as well.
Personalized Video in Sales
People receive several promotional mailers every day. How can you make sure your brand stands out from the crowd? You can create promotional videos by adding branding features. Also, by utilizing online video marketing platforms, or video personalization software which offers various customization tools. Just with a click of a button you can change your player theme and choose the colors as per your company’s branding standards. This helps in conversion and brand recall.
Other personalization techniques are adding your company name, logo, thumbnail, etc. to increase your brand reach and drive more traffic. Such customizations and settings can help you succeed in creating attractive and engaging videos to convince your leads. By personalizing your videos, you can boost your click-through and open rates, and wow your customers.
Promotional videos can also include customer testimonials from your loyal customers. Enhance the conversion rate with interviews with your patrons speaking about their positive experience with the brand. Convince your leads to get associated with the brand, sign the contract, and ultimately become your customers. Testimonials help to build trust and assurance among your leads and encourages them to take the plunge.
Collect video testimonials, surveys, and feedback from your customers. You can utilize the features offered by online video marketing platforms such as Hippo Video. Collect a video testimonial by sharing a video recording link with your customers. They can then record their message, without even signing up, and finally, send it back to you. The platform also helps you get face-to-face feedback and surveys from your existing customers.
You can also send Welcome videos to your customers after they have signed up or registered with your business. Personalized videos show that you value your customers. Thank you videos lets them know that you appreciate their decision to join your circle. You can get the best out of this by making it an interactive video platform.
Personalized Video in Support
Happy customers surely generate more business through referrals and becoming repeat customers. Personalized videos such as Introductory and Explainer videos are used to engage and retain your customers.
Businesses use introductory videos to provide personalized customer service. Personal details of their support team (such as the name and designation of the staff) are shared with the customers – to get them familiarized with each other. Therefore, a personalized rapport with your customers is built.
Support teams can ask customers to record their issues instead of sending lengthy and exhaustive texts. Additionally, sharing a video link with your customers, they can record their issues, and send them back to you. Help your customers to solve their problems quickly by creating personalized explainer videos.
Click here to read a case study on how CloudChoice increased productivity by 2X by using such videos.
Why Personalized Videos Win
Well, sending personalized videos not only increases the click-through rates and open-rates but also ensures that all your mailers not going unseen. The reader’s attention is instantly captured when they see their own name, company name, logo, and other specialized tidbits. Therefore audiences get interested and consequently get motivated to take the desired action.
We are going to see an upward trend in the adoption of personalized videos among businesses. So, wave your magic wand, entertain and delight your audiences, and customer success is guaranteed.
How do you use personalized videos to wow your customers? Share with us your ideas/feedback in the ‘Comments’ section below.
- How to ‘WOW’ your customers using Personalized videos - May 4, 2020
- How Sales Reps Can Triple Response Rates with Video - March 14, 2019