Video is increasingly the channel of choice for marketers seeking to reach and engage with customers.
A post by business2community.com cited marketers achieving 10x increased engagement and the highest levels of ROI by utilising personalised video. Of course, this quite remarkable feat was achieved by global brands with significant marketing budgets, but fear not dear reader, because as the technology that drives personalised video has evolved, the platforms that deliver this powerful engagement tool have become increasingly available at more affordable rates.
No longer the exclusive playground for global brands, personalised video is now accessible and affordable for pretty much any professional business that wishes to significantly and positively impact their ROI.
So how does it work and what does it look like?
Well, the previously mentioned business2community.com post provides some great examples of how brands have leveraged social media channels to reach their audiences using personalised video, but I would argue that this isn’t the most effective way of utilising this increasingly powerful form of marketing.
Business review platform BrilliantBusiness.org recently implemented a campaign to reach prospective advertisers for their site. Their service is multi-tier and can be quite difficult to explain in a brief telephone conversation or within one web-page of copy content. For that reason the team at BrilliantBusiness.org used personalised video to:
- explain a complex platform and service
- show relevance to the target audience through placing the recipient's business information into the video
- suggest that they’d actually made a video specifically for that prospect (talk about adding value!)
Here’s a shot of the backend of the personalised video platform, which shows the data pulled from the database for inclusion in the video. Nothing much to see here. It’s pretty standard CRM fare.
And here’s how the final video appeared with that data incorporated.
There’s no doubt that this use of personalised video has really brought this quite sober business data to life in a way that is impactful, engaging, and informative. Furthermore, it provides a great opportunity for the prospect to see how the solution provided by BrillantBusiness.org might directly impact the prospect’s business.
There’s certainly a lot more value in this type of high level, data-fuelled engagement than simply plonking a user’s name on an animated chocolate bar (sorry Cadburys).
If you'd like to find out more about really engaging with your customers, drop us a line at email@example.com and we'll be happy to provide further information.
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