Customer acquisition benefits from personalized video

Customer acquisition benefits from personalized video

Customer Acquisition Benefits From Personalized Video


With increasing costs, thinning margins, and shifting customer expectations, the challenge of acquiring new customers is getting harder and more expensive every year. This comes at a time when customers are increasingly picky about how companies reach out to them: Salesforce found that 81% of consumers want brands to get to know them and understand when to approach them. Needless to say, marketers are now always looking for the best ways to personalize their messaging. Given this uphill battle, we can understand why a format like personalized video is proving to be one of the most engaging and effective forms of marketing communication, especially when it comes to customer acquisition.    In this post, we’ll explore the features and capabilities of personalized video for marketing by looking at 3 of its major benefits to customer acquisition, along with some quick tips to help you get started 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, personalized videos afford you these 3 advantages right out of the gates.    

Educate your customer  

Video is a powerful medium because it quickly explains complex information in an engaging way. Great visuals and a tight script work together to simultaneously grab a customer’s attention and efficiently convey information.   For example, a 30 second video how-to-video facilitates conversion much more having a prospect dig through layers of fine print or wade through backwater FAQs looking for answers.   Curious prospects want to know more about you, so an eye-grabbing content library with explainer or how to-videos, say, empowers customers to control their own learning process and adapt it to their own needs, schedules and learning speeds.    

Build customer trust 

How to turn the curious skeptic into a trusting and loyal ambassador is no small feat, but the answer is easier than you think: give customers the content they want. That’s it.   Immediately, video has an advantage because customers already prefer it over other formats. In fact, 54% of users want to see more video content from brands, a trend more prevalent among younger people and is encouraging for the future of video.   Let’s not forget personalization, as consumers now expect you to tailor your messaging to their preferences. A whopping 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them. Failure to personalize means failure to convert.  People want more video. People want more personalization. Little else needs to be said, besides that bringing these two powerful forces together in personalized video gives prospects exactly what they are looking for. And if you can provide that, you’ve taken the first huge step to forming the trust that is at the root of lasting 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:  
    • 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 fight for eyeballs in the attention economy is fierce, but personalized video is winning the battle.   In one enticing package, personalized video gives people exactly what they want, when they want it, and in a way they prefer: relevant, tailored video content that both informs and delights, to be consumed at the time of their choosing.   In a final sense, personalized video is a matter of respect because it lets customers know that their time and needs are taken seriously, an impression that leaves people happy to bestow their valuable attention and purchasing power on a company – yours.