Consumers don’t know how to personalize your messages. The fact is, general marketing copy or messages developed to appeal to a broad list of leads is likely not appealing to much of your list at all.
We’re inundated with marketing and overloaded with work: consumers don’t have the time to dissect your words and understand how they apply in their own use cases.
Targeted messaging is more effective.
And no, that doesn’t mean you should start strengthening your writing hand so you can work up to 50,000 hand-written notes in a given week. In reality, you’ve likely already created neat, well-organized buckets of opportunity for personalization (you probably call them personas). These personas are segmented with similarities including pain points and product benefits, which means you don’t necessarily need 50,000 unique content pieces for a list of 50,000 prospects.
And even better: you don’t even necessarily need brand new content for each persona group. Instead, you can target components of the same piece towards these segments.
For video, there are three golden opportunities for personalizing the same generalized piece of content multiple ways.
1. Splash screens
Whether it’s the official video thumbnail on a landing page or the one use in your email (or both!), personalizing splash screens can go a long way to tempting viewers to click play. Splash screens actually have the greatest opportunity for literal personalization – on a lead-by-lead basis, too!
Tools like Switch Merge, a video personalization tool, allow you to not only personalize sections of your video with names, titles, images .. you name it … but also make that section the splash screen for your video, too. You create the list, they’ll create thousands of personalized splash screens.
Real talk for a second? We used this in a recent campaign video and saw 5.6 times more click-throughs than the non-personalized campaign video. Check out the video that was personalized for me below (at 0:50).
In-video CTAs are designed to strategically take a viewer from a video to a relevant piece of content (whether that be another video, a case study, or a web page). There are definitely applications where one video applies to multiple pieces of content, depending on who the viewer is.
For example: Let’s say you use the same promotional video for similar, but slightly different guides. Maybe you have two how-to guides, but one is tailored for prospects that use Software A and the other tailored for those who use Software B. By either a) asking this question at the beginning of the video in an interactive video or b) using a unique link in different emails sent to your segmented list, you’ll know who uses which Software and can serve them the CTA that applies best.
Same video, different CTA.
3. Choose your Own Adventure Videos
Many marketers focus on one main product, but this product isn’t marketed the same way to various personas (that’s why the concept of personas was invented, after all!). The benefits of your product likely differ depending on the audience.
Use Vidyard as an example: Content Marketers want to see in-depth analytics beyond view count, Demand Gen Specialists want to know how Vidyard can help them better score leads and move prospects through the funnel, and Sales Reps want to know how Vidyard helps them qualify and understand lead interest and consumption patterns … for starters.
Segmenting by need or benefit is only one way to segment prospects. We could also look at industry, company size, use of video, and more. But creating a separate video for each one of these segments seems daunting, no?
While it may be possible to create a unique video for each, producing portions of a video that can be used for all segments and others that are unique means you can create a final “choose your own adventure” video that’s unique to each viewer’s situations.
This approach is more time efficient than producing a number of unique videos, not-to-mention a way more slick way of serving up this information.
Tailored content is definitely worth the extra effort as it means your prospects have to do less thinking and instead, immediately understand the value add for them. Make it customized video content more accessible by only tailoring certain attributes of a more generic piece.