Why Personalized Video Excels at Breaking Through to Buyers

Why Personalized Video Excels at Breaking Through to Buyers

Filtering allows buyers to stay sane and only consciously engage with the messages that matter. So what messages matter? As a marketer, if you want to break through that superhuman filter, be like your buyer’s friends and create a personal connection. There’s no better way to do this than with video. Once a buyer’s attention has been captured, video is a fantastic medium for communicating a lot of information in an interesting way. Increase the chance that late-stage prospects buy. Video is your key to getting heard by buyers with the superpower of selective hearing. And where can you test drive this to see a video that’s been personalized just for you?

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If the average B2B buyer today were a superhero, they’d be Captain Selective Hearing.

Their attention shifts faster than a speeding bullet. Their willpower is stronger than a locomotive, and they’re able to leap over countless ads, emails, and messages in a single bound. They have the superhuman ability to ignore practically everything. Some 86 percent of them exhibit banner blindness and only two percent of emails they receive are ever opened.

If they stood in the center of a crowded stadium with all the marketers on earth shouting at them, they’d likely hear next to nothing.

For marketers, these buyers can be formidable foes. In order to break through and be heard many are turning to personalized video—and are overjoyed to find that it can be more effective than a truckload of kryptonite.

Just remember, it’s nothing personal. Buyers are bombarded with as many as 2,900 messages each day. The only way to process it all is to develop a subconscious filter for everything that sounds irrelevant. That could include the phrase “Dear Sir or Madam,” pop-ups, unknown URLs, and lavish offers from Nigerian noblemen. Filtering allows buyers to stay sane and only consciously engage with the messages that matter.

So what messages matter? Ones from friends, family, colleagues, and trusted influencers. As a marketer, if you want to break through that superhuman filter, be like your buyer’s friends and create a personal connection. There’s no better way to do this than with…

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