By Maury Rogow
In a world where consumers are increasingly using technology in their shopping habits, the tools for businesses to reach those customers in a much more personal, specific context are growing as well.
Most franchises already have advertising aimed at different demographics based on several factors. For example, a company appealing to an urban base may feature bustling city streets or busy highways in their ads, but when trying to reach rural clients they may feature rustic backwoods or cottage country.
An option building on this concept and taking it to another level is personalized videos.
Personalized video is using a video and customizing it to appeal to a predetermined target audiences or individuals. In this era, consumers are constantly demanding more of this type of personalized content.
How to use personalized video to drive sales
The most effective kinds of personalized videos are customized with information specific to the individuals they are sent to—including the prospect’s name, website, hobbies, and preferences.
A personalized video message is most effective when used to form a connection with someone. Think about emails—people are more likely to open an email with a personalized subject line. Personalized videos have shown to have engagement far higher than email alone, which are metrics which make marketers salivate.
The tech to do this quickly and efficiently is emerging. There are services that allow businesses to insert individual prospect names and tailor-written messages into premade video templates, which are then sent by email. These services have been available for a few years, but were originally affordable only to those with the highest budgets, as they started at $30,000 and could reach $500,000 for a full campaign.
What kind of personalized videos can help businesses?
According to a 2020 survey by Wyzowl Research, more than 90 per cent of marketers who responded agree video is central to their craft. Video catches attention, improves the retention of information, expands brand awareness, and moves customers from ‘trying to buying’ faster than any other medium.
As the market becomes more saturated with videos as more marketers realize the value it offers, additional steps need to be taken by businesses to stand out. Personalized video is the extra step and can connect immediately with its intended target—the essential first stage for any marketing message when properly handled.
How to use personalized video messages
Regardless of how franchisees choose to use personalized videos, ads should strive to educate.
Personalized video messages are great at forming connections with target audiences, and businesses can strengthen the bond with educational marketing. This is a method which explains a problem in detail while describing how the product or service being promoted helps anyone experiencing the issue.
By offering customers information, it extends a welcoming hand to them. A gesture inviting them in, not as a customer, but as a collaborator. In today’s economy, gestures such as this are more necessary, and they help amplify the community building benefits personalized videos provide.
Imagination is the only limit on the way personalized video can be used to increase customer satisfaction and drive sales—so here are just a few possibilities to get the creative juices flowing.
Create multiple versions of the same video for different segments
Use local landmarks to connect with individuals in the target markets. For example, if trying to break into the Ottawa market and the target audience wants to buy advertising space in hockey rinks, consider filming an ad near, or inside, the Canadian Tire Centre. Do the same with Rogers Place in Edmonton and so on.
With an ad such as this, you have just personalized a video for a segment of your audience. The more specific one can get to that audience; the more successful personalized messages will be at converting and driving sales.
Personalize videos for individuals in your target audience
To capitalize the most on benefits of personalized videos, it needs to include a hyper-personalized message within the first seven seconds.
This means an animated greeting with the client’s name or a custom message just for them, among many possibilities. With current technology, a client’s name and website can be placed into the thumbnail of any video.
How personalized video and sales intersect
Chances are, many have been reading this all while thinking, “The benefits of personalized video are great, how can I use this in my business?”
Integrate personalized videos into sales emails. The second someone reaches out with a request for pricing or something similar, fire back a hyper-personalized video letting them know they will get an estimate soon. Businesses can also send an upsell using a hyper-focused, personalized explainer talking about the benefits of their newest offering, all while thanking them for reaching out.
Direct, personalized video helps break through the fog around customers by one-upping anyone else using traditional video advertising. Personalized videos don’t have to be high budget either—the introduction can be just the creator in front of the camera talking to a new customer in a friendly way. In the end, it’s the connections formed with customers that matter.
More than anything, though, if considering getting competitive with personalized video as a weapon of choice, seek out help. A video studio or marketing firm will know the best ways to use personalized video to turbocharge sales.
Maury Rogow is CEO of Rip Media Group, an executive producer, and author. He built his career in business development at Avaya, Lucent Technologies/Motorola and GeoTel, a startup sold to Cisco Systems. For more information, visit https://ripmediagroup.com