Learn what things should businesses consider for Personalized Video Campaigns from Cristiana Montenegro
Marketers can personalize the experience by stepping up their marketing communications game which means providing video content when possible.
– Cristiana Montenegro, Personalized Video Expert, Vidyard
Personalisation has become a key factor in marketing today. While we can personalise the emails, video personalisation through technology is getting traction.
So how we can personalise a video campaign, which organizations have successfully done it and what things to keep in mind while doing it.
To know the answers for above questions, we talked to Christiana, one of the personalised video experts d from Vidyard. Read on to learn more.
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1. How can marketers personalize the experience for users/ clients?
There is so much to unpack with this question! Marketers can personalize the experience by stepping up their marketing communications game which means providing video content when possible.
Marketers should think about sharing culture videos, creating customer success stories, providing event marketing videos, etc.
Check out – Top 25 Global Video Marketing Disruptors
2. What things should a business consider when they decide to run a personalized video campaign? How can they track metrics?
Video can help accelerate your company’s revenue growth, rank higher in search, increase traffic to websites, get more backlinks to pages with embedded videos, improve conversions, get more opens and clicks on your email sends, boost shares on social media and ultimately influence buyers with videos designed to help them make decisions.
A business should consider:
- What are your video marketing goals?
- Who’s the target audience who will watch your video content?
- What kind of videos are you going to make to reach them?
- How much are you going to spend on creating and distributing videos?
- Who will be responsible for making videos?
- How do videos fit into your other marketing campaigns, account-based marketing strategy, and/or demand generation tactics?
- What channels will you embed, share, and otherwise distribute your videos on?
- How will you measure the performance of your videos?
You can metrics like the overall view count, attention span data, total click-through rate (CTR), link click-through rate (link CTR) through vidyard. What you track will differ based on your goals for each specific video.
You can also understand who watched your videos, for how long and even which parts of the video they re-watched. These metrics will come in handy when you want to understand lead generation and qualification, video contribution to pipeline, and revenue generated.
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3. Can you share an effective personalised videos campaign you came across or were part of?
Absolutely! I want to shout from the rooftops all about Lumavate’s incredibly successful campaign!
Stephanie Cox, VP of Sales and Marketing, wanted to come up with a strategy to break into their top 20 dream accounts. The dream account list consisted of accounts that the Lumavate team was unable to successfully book meetings with.
The marketing and sales team spent time collaborating to brainstorm ideas on what kind of video would catch the attention of their dream accounts. They collaborated on scripts, concepts, props, etc and came up with 20 stellar video ideas.
Once they finalized their videos, they sent them out on a Friday and to their surprise by Monday morning they booked meetings for over half their dream accounts!
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4. What advice you would like to give to organizations when it comes to personalised video campaigns?
A YouTube only strategy is outdated!!!
Think about how you can host videos and measure their impact, integrate video into your email, content, and digital marketing strategies.
Don’t displace YouTube, but complement the video strategy with a business platform.
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About Cristiana (in her own words)
On a personal note – I’ve had the opportunity and privilege to be raised in both Nicaragua and Canada.
I was born in Nicaragua however we immigrated to Canada for economic stability, safety, and its’ celebrated multiculturalism. I’m forever grateful to my parents for going through hardships to provide a better life for my brother and me.
During my university years, I learned how to communicate effectively, craft a compelling argument and ultimately “sell” my thesis statements to those around me. I thoroughly enjoyed doing so – which made my transition into SaaS sales easy.
On a professional level – I’d always admired Vidyard from afar during my undergraduate career.
As one of the fastest growing tech companies in Canada, I knew I had to be a part of the action! I wanted to take up video marketing because I believe that video is the most effective way to communicate with potential buyers – especially now in this time of forced adoption across companies.
Video is the way to keep a human connection with prospects, customers, coworkers when you can’t be there in person.
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