HOW TO PERSONALIZE MARKETING VIDEOS FOR MAXIMUM CUSTOMER IMPACT

Personalization increases the engagement power of traditional video content.
Len Smofsky May 01 ,2019

Video content is king, but it is getting harder to grab and hold attention these days. By tailoring your video to the individual viewer using video personalization, you ensure that the message you provide will be relevant and engaging.

These are just a few of the reasons why personalized video is so impactful:

Sharing personalized videos helps ensure that you maximize conversions by providing a genuinely helpful message or offer.

To help you get started, this post looks at some best practices and tips for creating personalized marketing videos.

MAKE YOUR MARKETING PERSONAL WITH VIDEOS TAILORED TO THE VIEWER

People are bombarded by marketing messages online. 64% of people say ads are annoying or intrusive. Adblockers are prevalent. Limited attention spans mean video ads are often skipped.

In short, society has become ad-resistant. Unless your marketing content is delivered in the right context that speaks to a problem faced by the viewer, it is likely to be ignored.

That’s where personalization comes in. Personalized marketing grabs attention.

By creating a video message that specifically addresses an individual, you initiate a dialogue. As a best practice, you will want to ensure that the viewer’s name and a textual or audio hook up front promises that the video will address an immediate need.

Curiosity kicks in when people see their name in a video and they are far less likely to skip the ad. This gives you a valuable opportunity to use context and customer data to lock in their attention.

IT’S ALL ABOUT CONTEXT

Contextually appropriate videos show viewers that you are not like other service providers out there. You understand what they really need, and are providing a solution or quote in the very first touchpoint.

A personalized video platform can pull any customer-level data into a video. You may collect this information through an online form, or for customers who already have an account with your company, from your CRM.

You can personalize a video with text, as well as with different images, background music, colour schemes, and more. This functionality provides you with powerful customization options that will speak directly to what you know about the viewer.

EXAMPLE OF HOW VIDEOS CAN BE PERSONALIZED FOR MAXIMUM ENGAGEMENT:

  • Demographics: You can create a series of videos displayed to different age groups. You can then further personalize the video for each user with their name, goals or interests.
  • Industry-Focused: A B2B company may personalize their video with a person’s name and job title, including specific product benefits or statistics for people in their industry.
  • Showcase Personalized Offers: A loyalty program could leverage personalized video for a special point redemption event whereby the video indicates how many points the viewer has accrued
  • Provide Custom Quotes: A thank you video can be offered to those who request a quote for your services, and can contain the actual quote within the video.
  • Fun Name Placement: Personalized video can be used in fun ways to encourage customer loyalty and show that you care. You can send fun seasonal videos to customers where their name shows up on Santa’s “nice” list, or make them the star of your brand by putting their name up on a movie marquee. The sky’s the limit!

If you have the customer data, there are lots of ways you can get creative on how to best showcase your offers in video format.

You will also want to make sure your videos are displayed in relevant locations. For example, a video for a mortgage quote would not necessarily be well-received on a financial product overview page. Remember to contextualize by location.

Along with being showcased on your website and landing pages, personalized ads can be distributed via email campaigns and within a SaaS platform.

USE YOUR EXISTING ASSETS TO CREATE PERSONALIZED VIDEO

You might be wondering how much effort is required to create a personalized video.

Why start from scratch when you can use your existing assets?

At BlueRush we have a BYOV (bring your own video) program. We take your existing videos, images, and other brand assets and edit them into a powerful, personalized brand story. We can layer personalization right on top of existing videos to quickly deploy for maximum impact.

Or if an original video is what you are after, we also offer end-to-end creative video marketing development.

Whatever your preference, we will work with you to create video marketing that converts and add a personalization layer with our IndiVideo platform.

Our Individeo platform allows you to host a series of personalized videos in the cloud or behind your own website firewall. Serve your customers the right offer at the right time, tailored exclusively to them.

To learn more about how IndiVideo can benefit your business or discuss BYOV video production, reach out to us today.

About the author: Len Smofsky

Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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