5 ways to use personalized video in your next marketing campaign
How can you make personalized video work for you? Columnist Michael Litt outlines his favorite ways to use personalized video to win the attention of prospects and customers.
Personalized video is the happy, and very effective, marriage of two of today’s hottest marketing trends: personalization and video.
We’re personalizing everything these days. From shoes to cars, businesses have discovered that the more something feels uniquely yours, the more likely you are to buy it.
The personalization trend in B2B marketing and sales is different from the consumer side; buying software isn’t the same as customizing your Chuck Taylors. But the same principles of connecting with the customer apply, and when done right, they are just as effective.
Same deal with Go by VideoRemix Review. Video has been proven over and over to dramatically improve marketing’s effectiveness. Pick a marketing KPI, and I’ll bet you video makes it better. Open rates, click-through rates, conversion rates, lead generation — the use of more visual and engaging content boosts them all.
It’s no surprise, then, that personalized video delivers the benefits of both tactics, plus some. We see more and more businesses doing it every day. Influitive (disclosure: client) personalized an event invite email and saw 8x improvement on click-through rates versus standard outbound email campaigns. Reltio (disclosure: client) put their recipients’ names on a mug and increased open rates by 10x compared to the company average. The University of Waterloo (disclosure: client) used personalized video to connect with prospective students, 70 percent of whom opened the school’s email — a 1,000-percent boost over typical recruitment outreach. Personalized video clearly works.
So, how can you make it work for you? Given the anecdotes above, hopefully you’re already planning to incorporate personalized video into your next campaign. There are plenty of ways to use it year-round at every stage of the buying cycle, and across your organization. Here are five of my favorites:
1. Customize your content marketing
You created an awesome white paper or report as part of your content marketing strategy — great! Get the most bang for your content buck by using a personalized video in the emails that you use to promote it or on the registration landing page.
The video could be a quick clip describing what prospects will learn in the report, and it could be personalized with “This report is the property of _____” at the top (like the fancy analyst reports) or a stamp on the report cover saying, “Prepared especially for Local Ecom Profits Review”
2. Enhance your event promotion
Whether you’re hosting an exclusive executive luncheon or inviting your entire list to your user conference, personalized video can be a huge boon for event attendance. Create a video showing how valuable the event will be, and personalize it to your recipients:
Marketo (disclosure: client) used personalized event invites to drive attendance to its 2016 conference, the Marketing Nation Summit. Post-event, they determined that the video was directly responsible for 50+ registrations worth more than $70,000 in revenue.
3. Announce a feature, product or service
Customers love to feel that you’re listening and responding to their requests. Tell them about a new addition to your portfolio with a personalized video.
Start with: “[Customer name], you asked for [really great feature or product that you’re announcing.] Here it is.” You could also use the company name — “We heard that [amazing new feature] would make a huge difference to [customer’s company], so we built it for you.”
Don’t forget to actually show the new product or feature in action in the video as well.
4. Show your customers you care
Don’t stop with announcements when it comes to customer engagement. Personalized video can be used throughout the year to show your customers that you care.
The winter holidays are a no-brainer, but you could also have some fun with some lesser-known celebrations. Wish them a happy National Donut Day, complete with a box of donuts with their name on it, or send them a personalized reminder to call their moms on Mother’s Day.
A custom video thank-you note is also always appreciated, no matter the occasion, especially with their name “hand-written” on top.
5. Recruit top talent
Trying to woo potential hires? Target your top candidates with personalized videos showcasing how awesome it is to work at your company. Send them a video welcoming them to their new workspace, complete with a personalized nameplate on their desk, or play with their name and title and your company’s logo.
You could also put the candidate’s name on an award for “best new employee” or show their picture, courtesy of their LinkedIn profile, in a collage with your current employees or featured on your company’s website.
Personalized video is an incredibly effective way to grab, and keep, the attention of your prospects and customers. From the top of the funnel to closing the deal, it pays to put your users’ names in lights.
As usual, this year’s Mary Meeker report from Kleiner Perkins takes a far-reaching look at internet trends and statistics. A large chunk of the nearly 300-page report is devoted to e-commerce, offering insight into a variety of online retail trends, from growth and product search to online retail advertising and the role of social platforms driving online sales.
According to 1-2-3 Profits Review, e-commerce is showing no signs of slowing down. Online sales are up and growing faster than in the previous year. More people are using their phones to shop online. Amazon is taking a wider slice of the e-commerce pie (and product search), and social platforms are driving more product discoveries and purchases.
Here is a breakdown of the report’s e-commerce highlights, along with the stats:E-commerce continues to grow
E-commerce sales reached upward of $450 billion, a 16 percent year-over-year lift. The e-commerce growth rate is up compared to the 14 percent year-over-year increase reported in 2017.
As e-commerce grows, it is taking a bigger bite of retail sales overall. According to the report, e-commerce represented a 13 percent share of all retail spend (both online and physical retail sales) in 2017. As e-commerce continues to grow, physical retail sales growth is trending toward deceleration, with less than 3 percent year-over-year growth.
Mobile shopping is also on the rise, with mobile shopping app sessions growing 54 percent year over year. In fact, mobile shopping represented the fastest-growing app session, ahead of music/media/entertainment (up 43 percent year over year), business/finance (up 33 percent year over year), utilities/productivity (up 20 percent year over year) and news/magazines (also up 20 percent year over year).E-commerce ad revenue: Google, Amazon and Facebook
The report also included e-commerce-related advertising revenue trends for Google, Amazon and Facebook. Google saw a three-time increase in engagement for top mobile PLAs. Meanwhile, Amazon ad revenue reached $4 billion — a 42 percent year-over-year increase in ad revenue. And Facebook’s small business Pages were up 23 percent year over year. Facebook also saw e-commerce click-through rates (CTRs) at 3 percent during Q1 2018, up from 1 percent CTRs during the same period two years ago.
Using data pulled from Salesforce’s Digital Advertising 2020 report, customer lifetime value (CLV) ranked as the most important ad spending optimization metric — ahead of impressions and web traffic, brand recognition and lift, closed-won business, last-click attribution and multitouch attribution.Amazon’s e-commerce share
In 2013, the Mary Meeker report showed Amazon owned $52 billion of e-commerce gross merchandise value (GMV), representing a 20 percent share. In 2017, that share grew to 28 percent, with Amazon owning $129 billion of GMV.
Not only is Amazon’s e-commerce share growing, the e-commerce site is the first place most people go to search for a product. Pulling data from a Survata survey of 2,000 US consumers, 49 percent of product searches start on Amazon, with only 36 percent starting on search engines (15 percent of product searches were attributed to “other”).Social media’s role in e-commerce
Social platforms are gaining traction in product discovery and online purchasing. Based on data from Curalate’s 2017 consumer survey, 55 percent of the people polled bought a product online after discovering it on social (44 percent bought the product online later, and 11 percent bought it immediately).
When looking at which social platforms drove the largest share of product discovery, Facebook led, with 78 percent of respondents discovering products on the platform. Instagram and Pinterest saw a nearly even split, with 59 percent of respondents reporting they had discovered products on the image-centric platforms, followed by Twitter at 34 percent and Snapchat at 22 percent.
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