Have you ever thought that with all these marketing automation trends we miss the personal touch?
Maybe.
Or maybe not.
What’s the best way to deliver a personalized message to your customer while keeping your workflow smooth? In sales and marketing, the 1 to 1 touch is vital. The bigger your audience is, the harder it gets to interact with all of them in a memorable way. This is why video is the most direct, effective content because it brings everything together: images, texts, audios, videos. Basically, everything that we need to pay more attention to the screen.
Advancements in technology have made it easier to make your own videos in a shorter span of time. But how does this affect the way businesses use video to improve customer engagement, especially during a sales cycle? How can a business create videos in a scalable way? The answer is personalized online videos.
Creating a personalized online video is not just about creating a video based on structured data from a spreadsheet or from a CRM. It has to do with your business goals and how you plan the technical production of these personalized videos.
Thanks to personalized online videos, you can create structures that will be re-used as many times as needed, automatically, even if you are the one talking in front of the camera. That’s why using personalized online videos seems like a better idea.
Just like any video production project, to start with personalized online videos you need to plan and strategize so that everything is in place for the marketing big launch.
What are the production skills you need to create personalized online videos?
Regardless of the content, you need to ensure that the resulting videos provoke the desired reaction to increase viewership. Personalized videos deliver better results than normal, non-personalized videos, but you need to plan ahead. If you are running a business, it should accelerate your sales and boost customer engagement and loyalty. That’s the personal touch.
Here are some tips to help you master the skills of creating the best personalized online videos:
- Create a schedule – Plan ahead to keep yourself motivated to make videos and to keep ideas in order. This is especially important if you are aiming to upload and release videos on a daily basis, and if you want a consistent way to actively plan timely content. The best way to do this according to our experience is through automation.
- Decide on a format – Personalized online videos need not be full-blown complex productions. As long as you maintain a consistent way of delivering information with automation and have simple, yet relevant backgrounds to create a simple template to start with, you can already create personalized videos that reflect your brand or a specific look and feel.
- Keep it reasonably short – Most attention spans are shorter nowadays, so if your video is too long, consider breaking it down into shorter clips, that can also help you create several personalize video templates that you can use within your marketing automation workflow. Also, make sure that there is one important point for each video. The videos can be integrated with social media content, while gradually generating more interest down the line. This time, your goal is to make your audience keep coming back to anticipate the next video.
- Use a high-quality and user-friendly video platform – Make sure it is scalable and designed for creating a personalized online video that can be viewed on any device or browser. Consider a software that runs on the cloud, so you can quickly make individualized videos, and one that provides flexible video hosting, with YouTube and Amazon S3 integration, and a dependable API, which you can use to manage and host dynamic videos as required.
About the Author:
Josías De La Espada is a marketing industry veteran with 16 years of experience. During these years, he has helped several companies to conceptualize, implement and launch creative and effective ways to get to their customers’ hearts. Josías is also the CEO and product guy at Pirsonal, a personalized video marketing platform that helps companies accelerate sales and increase engagement like never before.