Personalized video marketing is a truly effective marketing strategy with a high success rate. Its goal is to build stronger relationships between the business and the clients and instill trust. If we consider its main purpose, it seems logical why marketers all around the world use this strategy to improve engagement. Let’s talk about it in more detail and provide you with a clear set of instructions on how to use this powerful and efficient approach to engage with your customers.
Collect customer data
No matter what marketing approach you take, collecting customer data is an essential step. You can do this process in a couple of different ways. Some of the more efficient ones are:
- Online surveys: This is the easiest way to collect customer data. You can create an online form that will be presented to the user while they are browsing your website. It can happen when they hit the home page, search for specific items, or make a purchase. You can also send survey forms via email one to two weeks after purchase to ask for feedback.
- In-person feedback: If you own a retail store, you can hand out feedback cards to your clients and ask if they can fill them in. Or, you can leave them throughout the store or at the checkout. This is a very personal approach, and it requires a lot more engagement on the employee side. They need to know how to approach customers properly without seeming too pushy or invasive.
- Website analytics: If you are running an eCommerce video marketing strategy, a good thing about online businesses is that every click your customers make gets recorded. You can analyze the most important metrics, like visited pages, clicks, views, and so on, to better understand your customers.
You should also do your best to record the name of the person leaving the feedback. That way, you have specific data tied to that customer, which will help you during the content creation process.
Once you have collected enough customer data, you can analyze it to outline the most important information. That is what you will use in your personalized video marketing campaign.
Segment the audience
While it is sometimes possible to target one specific customer, when we talk about creating a campaign for broader audiences, it is necessary to segment them into different groups based on the collected data. You can do customer segmentation based on the following:
- Demographics: Age, gender, education, income, etc.
- Geolocation: Country, city, region, neighbourhood, language, culture
- Purchase behaviour: Type of purchased products, money spent, type of viewed products, etc.
These are just a couple of examples. Segmenting customers into these groups is crucial because then you can create tailored content to match that group of customers. For example, if you are selling clothes, you will have to split your customers into different groups based on their years and create a unique marketing approach for each group.
Create personalized video content
All the steps we have covered are crucial for the video production process. If you do not know what your customers want, you cannot create engaging content. Now that the base is covered let’s see how to create engaging and personalized video content.
First, think about the type of video you want to use. Some types include product reviews, customer testimonials, tutorials, how-to guides, etc.
It is also important to consider the length of the video, which will directly depend on your audience. For example, if you are targeting a business person, you want shorter videos with relevant and valuable material. They do not have time to spend on long videos with a lot of fluff that only have 5 minutes of watching content.
If you want to target teenagers, it is a good idea to consider shorts of 5-10 seconds or minute-long videos. Their attention span is short, and they will quickly switch to something else if they are not entertained in the first few seconds.
When creating content, we must also mention that you want to use the best video editing software. This is necessary to ensure high quality. While there are many different tools to create quality content and a variety of some of the best video editing software, you need to consider the features you need and also the pricing.
The final step is to develop the type of content you want to present. This will substantially depend on your research and the segmented groups. Keep in mind that each group must feel that tailor-made touch. You will need to mention a specific location or a different segmentation factor, depending on the group you are talking to.
Optimize content for different platforms
This is another crucial step. Think about what you are trying to achieve with the video. While you are marketing your products, it is also important to think about how the audience will react to videos and whether they will share them or not.
For example, creating a 5-minute video for YouTube might not go for Instagram or TikTok video marketing. You will need to make it shorter to fit the format of that specific social media platform. This is where another segmentation group comes into place. You could do a survey to learn what social media apps your customers use the most. Based on the result, you will have to optimize your content for that many platforms.
Perform A/B testing and measure the results
The final step in any marketing campaign is testing and tweaking the ads. Once you have your videos made, you want to do A/B testing. That means you should post two similar videos with one small difference. Observe the reactions and see which one has the better result.
For example, today, creating short videos that loop is very popular so that you can watch them continuously. The first sentence in the video should be the continuation of the last sentence. A good idea would be to create a looped video and a non-looped video and see which one performs better.
Utilize a personalized video marketing strategy to grow your business
Once you develop a personalized video marketing strategy, you should build a template for future use. Remember the process, and try to improve it every time you create a new video. If you invest your resources into personalized video content, your business will have a high chance of success!