Personalized videos are a powerful tool in content marketing that can effectively guide existing customers toward the next phase of their customer journey.
Colleges often face a significant marketing challenge known as "Summer melt," where accepted students express their intention to enroll but ultimately fail to follow through. However, the admissions team at George State University (GSU) found a solution to reduce this phenomenon - personalization. In 2016, they launched a pilot program that utilized an AI virtual assistant to send personalized text messages to students. These tailored messages decreased summer melt by 21% and increased overall enrollment by over 3%. Encouraged by this success, GSU decided to take personalization a step further by creating a three-part video series to motivate students to complete the enrollment process and attend the university. Interestingly, 58% of those who watched the first video eventually enrolled.
Personalized videos have proven to be a powerful tool for enhancing customer engagement, particularly in guiding accepted students through the journey of becoming actual students. These videos should address specific needs in the customer buying journey, with the most effective ones forming an emotional connection or providing valuable information.
In addition to establishing an emotional bond, brands can also leverage personalized videos to explain complex processes or express gratitude to loyal customers.
To create videos that truly captivate and engage customers, marketers should consider three important questions:
Who’s the audience?
Personalized videos are most effective when the recipient already has a connection to the organization. For example, George State University (GSU) sent personalized videos to prospects who had applied to the school, creating a logical connection and increasing enrollment rates. Similarly, Adidas utilized personalized videos to commemorate their 30-year partnership with the Boston Athletic Association, sending each participating runner a personalized video after the Boston Marathon.
These videos help enhance and solidify existing relationships, but may not be as effective for prospects unfamiliar with the brand. It is important to avoid making recipients feel uncomfortable or creeped out by using their details without their prior knowledge. Research shows that brands that make customers feel creepy often experience a high unsubscribe rate from email lists. Therefore, personalized videos should be used strategically to enhance existing relationships and provide valuable experiences to customers.
What’s the goal?
Both GSU and Adidas had clear goals they hoped to achieve with personalized videos. Typically, content development teams identify specific actions customers might take to fulfill the goal. The video content can then focus on and steer customers toward those desired actions.
GSU’s goal of increasing matriculation among accepted students guided its decision to show video content that positioned the student as a campus community member and generated a sense of connection with the school. Critically, the videos offered accepted students a convenient avenue to finish the enrollment process via a list of steps with associated links.
Adidas likewise wanted to engage marathon runners and commemorate a long-held partnership. The event video generated an emotional response designed to raise brand awareness and inspire a purchase of marathon-branded apparel to remind them of the experience for years.
In both cases, the goals were connected to actions that could be measured by the brands and compared to alternative approaches to gauge the effect of the videos.
Do we have the resources we need to make a high-quality video?
Creating a personalized video is a challenging task that requires careful execution to achieve positive results for your brand. The integration of personal details in a video can walk a fine line between being creative, creepy, or cringe-worthy. To ensure an effective personalized video, consider the following key elements:
1. Accurate and high-quality data: It is crucial to have precise personalized details in your video to achieve the desired impact. Misspellings, inaccuracies, or irrelevant information can erode trust and reduce customer engagement. If your marketing organization lacks mature or non-existent customer analytics practices, it is advisable to postpone personalization efforts until you have reliable data.
2. Balancing personalized and general information: A successful personalized video includes elements that are specific to the customer, while also incorporating more general content. Striking the right balance ensures customer engagement without making them uncomfortable.
3. Relevant calls to action: Customers feel overwhelmed and annoyed when brands remind them to take actions they have already completed. This can give the impression that the brand doesn't know its customers well. Effective videos address customers based on their position in the customer journey, providing relevant calls to action that drive them toward desired outcomes.
4. Brand consistency: Personalization and video are relatively new marketing tools for many organizations. To achieve the best results, it's essential to ensure that video assets such as images, music, language, and messaging align with your brand identity and broader goals.
5. Utilize appropriate technology tools: Personalized video solutions come in various forms, ranging from self-service tools to a combination of consulting and technology capabilities. Before selecting a provider, determine your target audience and goals, and then seek out solutions that cater to your specific needs.
By considering these elements, you can create personalized videos that effectively engage your audience and drive desired actions, ultimately benefiting your brand.
