Personalized Video is a new and exciting way to attract, engage, and convert leads and customers. We’ve talked to you about Personalized Video before, and recently, Jeff Gadway, our Director of Product Marketing, hosted a webinar to talk more about this exciting product, and how both Marketing and Sales teams can use Personalized Video to get drastic results. Couldn’t make it to the webinar? Here are a few key points you don’t want to miss:
Personalized content is incredibly vital for today’s marketers
It’s getting harder to capture and retain customers’ and leads’ attention. Why? We’re bombarded with marketing content. It’s estimated that we each receive 85 business emails each day! You’ve probably also heard that our attentions spans have shortened so drastically that we’re now on par with the 8-second span of the goldfish. On top of that, marketers still on average get only a 1.5% click-through rate on marketing campaigns. That’s considered the standard rate to shoot for, but that’s not good, people!
Personalized Video is going to change everything for you. Here’s how it works.
Personalized video engages viewers on a one to one level by including personal details like a viewer’s name, company name, job title, company logo, LinkedIn photo, and so much more. It helps you build a one-to-one relationship with every single viewer, making them feel special and not just part of the masses.
Personalized Video cuts through the clutter of all the other marketing content audiences are bombarded with. They are attracted when they see their name, and they stay engaged because they feel like they’re a part of the story you’re telling.
At Vidyard, we’ve used Personalized Video in our own campaigns, so we have the proof that it works! We’ve seen a 4.5x growth in click-through rates, and click-to-open ratios have performed 16x better with personalized content. 16x! Think of it this way: that means that traditionally, 1.4 viewers click through to your landing page. But with Personalized Video, that number increases to 24 people visiting your page! That’s an impressive jump.
All that, and it’s super easy! If you want to use Vidyard’s Personalized Video in your own marketing campaigns, it’s as easy as sending us the video you’ve created through Vidyard, telling us what you want to personalize, providing the lead and customer data from your MAP, and voila! We do the rest, and send you the personalized content!
Let’s get specific. Here are 10 ways you should use Personalized Video
Branded campaign videos: Attract and engage your audience by adding their name, and making them part of the story. You can use Personalized Video to engage 100 viewers to tens of thousands. So you can offer real one-to-one content on a mass scale!
Explainer videos: Include a viewer’s company logo or job title to help them really see a concept come to life, and keep them watching longer.
Fun culture videos: Our holiday video last year showed a gift being passed around the office, and it was revealed that the viewer’s name was on the package. This type of video feels fun and authentic, a perfect recipe for a highly shareable video.
Mid-level funnel content
Webinars: Make your audience feel like you curated and designed webinar content specifically with them in mind. Add their name, company, and job title to the first screen, or even the presentation’s footer.
Product tour video: There’s an alternative to trying to schedule live demos or product tours with your sales engineers. Instead, personalize content so it feels like a targeted demo! Add the contact’s name, photo, and more right into the screen shots of the product so they can experience what it would be like to interact with the product themselves.
Events: Personally invite a customer or lead to your booth using a personalized video. Nothing could be more engaging! You can even thank them for coming with a personalized video. We used this strategy for our Space Camp (the Video Marketing Summit) invitation, as well as our campaign to bring people to our booth at the Dreamforce event. It worked so well that people came to our booth just to ask us how we did it! (View the examples directly in the webinar.)
Prospecting: When sending content to a lead, sales teams can include a picture of the lead’s website. It’s a perfect way to talk about their situation and needs directly! We use Personalized Video during this stage at Vidyard, to great reviews!
Customer onboarding: Make a new customer feel valued and welcome by including their name in video content, and a photo of their personal customer service manager. You could even add their logo to your “logo salad”, so they see the visual representation of joining your big, successful customer family.
Technical support videos: Help your customers feel like you’re there for them whenever they need it by including their personal information in a support video.
Recruiting videos: Even more than marketing and sales, other teams across your company can use Personalized Video to achieve their goals. Send potential hires video that will help them see themselves as part of the team. It’s a powerful first impression, helping you draw top talent before they are hired by competitors.