Make Genuine Connections Using Personalized Video

Make Genuine Connections Using Personalized Video

Today’s consumers are savvy when it comes to marketing tactics. They know when a company is trying to sell to them and are often wary of branded content. Integrating video into all levels of your marketing strategy is a great way to provide information in a compelling and creative way, but what many consumers want is a personal touch and that’s where personalized video comes into play.

Video gives viewers the experience of face-to-face conversations combined with the convenience of engaging in their own time. With personalized video, brands can leverage all the benefits of video while making customers feel valued and unique. Use these tips to capitalize on the personal video trend and build loyalty with your customers.

Sourcing and Developing Leads

Marketers who provide a personalized web experience see a 19% increase in their sales on average. When personalized email is used, clickthrough rates increase by 14% and conversion rates by 10%.  It’s clear that personalization has a measurable increase in both engagement and conversions. When a company is reaching out to a potential lead, standing out and grabbing their attention is important. Adding personalized elements to your outreach can help transition leads into customers.

One way to add personalization to a video is through personalization tokens, which can be created using several different platforms. Using data from your marketing automation platform or CRM, the personalized video solution will pull the information you specify and feed it into personalization tokens for things like personal names, business names, and business addresses. Each person who clicks the link to the video or landing page will see their own personalized video. For cold leads, this is an attention grabber. Using personalization in this way leverages information on leads that you likely already collect.

If your company is holding an open house or customer appreciation event, include a personalized video in your invitation. This will generate interest and make the invitation feel individual and special to potential leads. Consider sending themed videos for major holidays to make them feel special and provide a gentle reminder of your product or services.

Personalized video can be as simple as adding a viewer’s name to the video with a token, or it can be as elaborate as filming a completely unique video to welcome them as a customer or thank them for their business. The type of personalized video strategy depends on overall company goals, budget, and brand voice.

Engaging Prospects & Building Loyalty

The ways you use personalized video depend on the number of leads and your budget, but in sales, a face-to-face pitch is usually the most effective. Recording brief “selfie” videos to send in your outbound email with a personalized touch is a good way to reach out to prospects with whom you have begun a relationship. The videos provide a personal touch without the intrusive feel that a cold phone call can sometimes have. Use of informal videos like these certain depends on your overall sales strategy and brand voice.

For customers that have already purchased your product or services, consider using video to answer support queries or provide more information on how to use the product or service. Using personalized video in a customer service capacity is an option for building customer loyalty.

If you have repeat customers that you want to give specialized treatment, consider sending them a personalized video thanking them for their business and letting them know company updates or future plans that will positively affect them. If you choose to do something along these lines, be sure not to make a selling point. These types of videos are about building relationships and making connections to create goodwill with customers.

With so many companies using video, many consumers can become weary of seeing the same generic marketing again and again. Integrating personalized video into your marketing strategy is a great way to build awareness of your brand with potential customers and foster loyalty with existing ones.

If your company is not currently using personalized video in its overall marketing strategy, consider adding it to your repertoire. Personalized videos are an excellent way to make your company stand out and to draw attention to your product or services. Videos like these provide customers with the personable, face-to-face feel of a video combined with the convenience of viewing it on their own terms. No matter your company size or industry, personalized video can help make genuine connections with both potential and current customers, which in turn helps increase your conversion rates and boost sales.

Have you ever received a personalized video? Comment below and let us know!