There’s a word that has an undeniable hold over your customers. Use this word and they’ll be putty in your hand. This word… is their name.
Sounds simple doesn’t it, but I can guarantee you that whatever personalisation strategies you’re using you’ve only scratched the surface of what’s possible.
I’m not going to dwell on using a customer’s first name in an email, that should be a given at this stage. What I’d like to introduce you to is personalised video.
Our last few blogs have highlighted why video should be included in your content marketing strategy, but now it’s time to take it up a notch and really wow your customers.
So what is personalised video?
Personalised video let’s you insert unique information (such as first name, birthday, favourite colour, dream travel destination etc.) into a video to tailor it to the person receiving it. Essentially, it combines two of the most powerful weapons in your digital marketing arsenal: CRM data and video.
And it’s really not that difficult to do! Here’s a fun video we put together to show you just how easy it is: Click here to be blown away
Personalised video is a no brainer
If the Oscar-worthy performances in our personalised video didn’t convince you (then you’re probably a cold-hearted monster who feeds on the dreams of children), here are just a few other reasons why personalised video is a no brainer.
- Differentiate yourself
I guarantee that if you watched our video it will stay with you for a long, long time. Of course, our intention was to make a splash but even more sedate personalised videos will help you differentiate yourself from your competitors.
- Tailor your message
Every one of your customers is different, so why would you want to send them all the same video? Personalisation extends to more than just the text in video, in fact, you can even trigger a different video completely to customers based on choices that they make or persona’s that you’ve designed.
Not only that, but in a marketing video every second counts. With every piece of unrelated information you risk losing your audience. Personalisation allows you to include only relevant information, giving them the whole message and nothing but the message.
- Keep people’s attention
Personalised video plays on the relatively new human condition called FOMO (Fear Of Missing Out). Because every personalised video is unique (just like your customers), your audience is more likely to pay better attention to avoid missing any of the details. Not only that, but the smarter your video is, the more enraptured your audience will be.
- Improve engagement
Here’s where I get to throw some stats down to prove the value of personalised video. Here are some great case study stats from NG Data:
- One case showed that by including a personalised video in a re-engagement campaign, recipients were five times more likely to open the email.
- Another case showed that more than twice as many people engaged with a personalised video and spend 62% more time on the campaign landing page (compared to a similar campaign with an impersonali video).
- A third company found a tenfold increase in click-through rate and 231% more page views thanks to personalised video.