5 ways to use personalized video in your next marketing campaign

5 ways to use personalized video in your next marketing campaign. Personalized video is the happy, and very effective, marriage of two of today’s hottest marketing trends: personalization and video. 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. Customize your content marketing You created an awesome white paper or report as part of your content marketing strategy — great! 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. We're celebrating 10 years of providing proven tactics, networking, industry-leading vendor solutions and demos, and top notch conference amenities to hard core SEOs and SEMs. If you're looking to feed your obsession with SEO and SEM, then make it a priority to attend SMX West in March.

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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 video. 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 ______.”

2. Enhance…

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