BY | PERSONALIZED VIDEO
In a marketplace where marketing costs are on the rise and consumer expectations are continually evolving, acquiring new customers has become a complex and costly endeavor. Salesforce’s research shows that 81% of consumers want brands to understand them better and know the right moments to make contact. This has driven marketers to seek the best ways to personalize their messaging, with personalized video emerging as a particularly effective tool in engaging audiences and enhancing customer acquisition.
In this post, we’ll explore three significant benefits of using personalized video for customer acquisition and share some quick tips to help you embark on your own video marketing journey.
Preach to the converted: why personalized video?
Whether boosting engagement, reducing churn, creating authentic connections, personalized video affords you a multitude of benefits across a range of industries, like real estate, banking and insurance. And when it comes to customer acquisition specifically, interactive videos afford you these 3 advantages right out of the gates.
Educate your customer
Personalized video is an incredibly effective medium because it can quickly simplify and explain complex topics in a captivating way. By combining stunning visuals with a concise script, you can capture a customer’s attention while efficiently delivering important information.
For instance, a 30-second interactive video tutorial can facilitate conversions much more effectively than making a prospect sift through dense fine print or navigate outdated FAQs in search of answers.
Curious prospects who are eager to learn more about what you offer will find great value in a vibrant content library. Having access to explainer videos or how-to guides, especially those that use personalized video, empowers customers to take charge of their learning journey. They can tailor this process to fit their unique needs, schedules, and pace, enhancing their overall digital experience.
Build customer trust
Turning a curious skeptic into a trusting and loyal ambassador is no small task, but the answer might be simpler than you think: give customers the content they crave. That’s really all there is to it.
Right off the bat, video holds a distinct advantage because it’s the preferred format for many users. In fact, 54% of consumers say they want to see more video content from brands. This trend is especially strong among younger demographics, which bodes well for the future of video.
We can’t overlook the importance of personalization either, as today’s consumers expect messages to be tailored to their individual preferences. An overwhelming 91% of consumers are more likely to shop with brands that offer relevant recommendations and deals. Not personalizing your approach? Then you’re probably not converting as well as you could be.
People want more video and more personalization. There’s not much more to say, except that combining these two powerful elements in personalized video provides exactly what prospects are looking for. And if you can deliver on that, you’ve taken a significant first step toward building the trust that forms the foundation of enduring relationships.
Prove your ROI
Marketers need to know that the tools and tactics they are using to build their campaigns are worth the investment. So who better to ask if video pulls positive, profitable numbers than marketers themselves?
A 2020 survey found that 88% of marketers report that video content gets them positive ROI, an impressive figure – more so because it jumped from a mere 33% in 2015.
This support speaks to not just the power of video, but that this trend is here to stay. Video doesn’t just have a proven ROI – it’s return is so impressive that 85% of businesses are betting on video marketing this year, and more than 92% of marketers who use video for marketing say that it will play an essential role in their marketing strategy.
Viewers should never feel as if they’re working to get sold. This means eliminating information that forces customers to piece together what you’re selling, so ditch the background, backstory and backend information that customers don’t care about.
Instead, get your point or sales pitch out in the first 15 seconds, no longer, drilling down to the core elements of your value proposition. Immediately after, the next 15 seconds are used to verbally describe and visually demonstrate specifically how your product or offering solves one of their problems.
Conversion gold: the explainer video
Visually appealing stories capture and seduce people’s imagination, compelling them to stay and motivating them to action. No wonder that videos get 66% more leads than more static and dull content like text and images.
Still, some videos work better than others. Specifically, explainer videos have emerged as one of the most impactful ways of attracting and then acquiring new customers, with 96% of customers having watched an explainer video to learn more about a product or service before making a purchase.
Explainer videos are succinct assets, rarely more than a minute long, that describe a product or service or provide answers to common questions.
Their effect lies in brevity: with so much other content out there, people expect you to get to the point ASAP, so gratifying them with a sharp, compact explainer video is immediately appealing. Now when that video is also relatable and personalized – touching on specific needs, unique preferences, or customer pain points – you’re boosting engagement and teeing them up to a CTA that tells them exactly what to do and how to contact you.
Level up now! Quick tips for explainer video success
To get started making your own explainer video, we’ve compiled some quick tips to help you grab customers’ attention and transition them seamlessly from passive viewers to active participants:
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- Structure. Before you create your video, storyboard it first so you know exactly what you will be showing in your video and when.
- Voice. Don’t patronize your viewers. Your script should be confident, conversational and respectful, striking a balanced tone of authenticity that helps form a trusting relationship.
- Humanize. Connect with customers as real people by talking to them directly and adding personalized human touches wherever you can.
- Relevancy. Viewers engaged by content that is directly relevant to their need will keep watching and take action.
- Length. Keep it short, simple and to the point. Videos don’t need to be longer than a minute when 30 seconds is enough.
- CTA. A strong, clear CTA placed at the right moment makes it easier to entice customers.
- Details. Go the extra mile and add granular personalized details like their name and title.
Veni, video, vici … (I came, I saw, I won)
The competition for attention is fierce, but personalized video is a prevailing strategy in the battle. By delivering relevant, tailored content that respects consumers’ preferences and time, personalized video not only captures attention but also fosters a relationship based on respect. This approach significantly enhances the chances that these viewers will convert into loyal customers.