You’ve probably heard that it’s more important than ever to have an effective marketing strategy for your business. Building an audience, cultivating brand loyalty and carving out your position in the market is critical for your business’s ongoing success. From our experience as a Video production company in Sydney, we know that one of the most effective marketing strategies is to leverage personalised video for your audience. But what is a personalised video and how can you implement it in your marketing strategy?
A personalised video is a form of video content that is tailored specifically to the individual viewer. It involves customising elements such as the viewer’s name, preferences, past interactions, or other unique data points to create a more relevant and engaging experience. This targeted approach helps forge a deeper connection with the audience, resulting in higher engagement, customer loyalty, and improved marketing outcomes.
Personalising videos helps connect more deeply with your audience and enhance engagement for several reasons:
So, what are some strategies you can deploy to customise your videos to make them more personal and engaging for your audience? You are spoilt for choice – customised text, titles, personal memories, video emails, product demonstrations and event invites are all innovative ways to deploy personalised video in your next campaign.
Sometimes, the hardest part is knowing where to start. It can be a great idea to partner with a video production company (we’re in Sydney) to help you develop a successful marketing strategy. They can offer production expertise, and experience across a range of formats from social media, TVCs to corporate video production. Either way, it can’t hurt to know what your options are so read on to learn about six of the best video personalisation strategies you can use to elevate your brand in 2023!
1. Customised titles and text
The quickest and easiest way to personalise your marketing videos is to write customised text for your viewer in your video message. Imagine a brand that sells fitness equipment and offers workout programs. Imaging, they can create a personalised video for a customer named Jane, who recently purchased a treadmill. The customised title could be, “Welcome to Your New Treadmill, Jane!” The video might then address Jane directly, mentioning her fitness goals, preferred workout times, or preferred types of exercises based on her purchase history or interactions with the brand.
2. Personal memories
Another great way you can personalise your videos for your audience is to provide short clips or personal footage of your client’s experiences with your brand. This could mean creating videos that include some of the customer’s own video clips or photos. By showcasing the viewer’s unique experiences with your brand, you can strengthen the connection and foster loyalty. For example, a travel agency can create a personalised video for a customer, Sarah, who recently booked a vacation package with them. The video might begin with a title like, “Relive Your Amazing Trip, Sarah!” The agency can then include photos and videos of Sarah’s vacation, highlighting her favourite moments, places she visited, and interactions with the travel agency’s staff. The video might also mention future vacation recommendations based on Sarah’s travel preferences.
3. Personalised video emails
Email marketing is like a secret weapon. It’s super affordable, helps you target just the right people, and lands right in their inbox. Plus, it gives you a great return on investment, and you can easily keep an eye on how well it’s working. And who doesn’t love a personalised email? It makes your customers feel special and keeps them coming back for more.
Now, imagine combining the power of email marketing with personalised videos, especially in a B2B sales context. You’d create custom video content that speaks to your recipient’s unique needs, interests, or challenges. This is an amazing way to show off your product or service, build trust, and create strong relationships with potential clients.
Picture this: you’re a software company trying to catch the eye of a decision-maker at a potential client’s business. You could whip up a personalized video that tackles the specific issues they’re facing in their industry and shows how your software can save the day. The email subject line could be something like, “A Custom Solution for [Client Company’s Name].” And the video might kick off with a cool animation saying, “Hey [Recipient’s Name], here’s how our software can revolutionise your business operations.”
4. Product Demonstrations
Using personalised video for product demonstrations involves creating tailored video content that highlights the specific features, benefits, and use cases of your product or service most relevant to the viewer’s needs, industry, or pain points. This approach can be particularly effective in a B2B context, as it demonstrates the value your solution offers while addressing the viewer’s unique challenges.
Imagine a project management software company targeting a decision-maker at a potential client’s manufacturing business. The software company could create a personalised video demonstrating how their solution can streamline the manufacturing company’s workflow, improve communication among teams, and reduce project delays. The video could open with a title like, “How Our Project Management Software Can Transform [Client Company’s Name] Operations,” and feature a voice-over or on-screen text addressing the recipient by name. The demonstration might focus on industry-specific features, such as integration with manufacturing equipment, real-time production monitoring, and inventory management capabilities.
5. Event Invitations
Using personalised videos for event invitations is all about creating tailor-made content that really speaks to your viewers. You want to highlight the perks of attending the event and show how it lines up with their interests or industry. And, of course, adding that personal touch, like mentioning their name, can make a world of difference.
For example, let’s say you’re a marketing agency hosting a virtual conference on digital marketing strategies for small businesses. When inviting potential attendees, you could whip up a personalised video that focuses on their specific industry and marketing challenges. Start the video with a catchy title like, “Hey [Recipient’s Name], Join Us for a Game-Changing Digital Marketing Conference!” Then, dive into the exciting topics and speakers, share some rave reviews from previous attendees, and really drive home how the conference can help their business flourish.
6. Post-Purchase Follow-ups
Using personalised videos for post-purchase follow-ups is a fantastic way to show your customers that you genuinely care about their experience and to keep the conversation going. By creating tailor-made video content, you can address any questions they may have, offer helpful tips, or simply thank them for their purchase.
For example, let’s say you run an online store selling high-quality cameras and photography accessories. After a customer buys a new camera, you could send them a personalised video to help them get started with their new purchase. The video could begin with a friendly greeting like, “Hey [Customer’s Name], congrats on your new camera! We’re so excited for you to start capturing amazing moments.” Then, you could dive into some helpful tips on using the camera, like adjusting settings or choosing the right lens for specific situations.
To summarise, personalised videos have become a permanent fixture in the marketing world. They provide a potent means of connecting with your audience and facilitating more meaningful interactions. As such, personalised video marketing has gained widespread usage and appeal, with production services and companies recognising its value as an essential tool. Given the intensifying competition, it’s crucial to employ effective video personalisation tactics to establish a distinctive and appealing brand.
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