Say Hello to Personalized Video!

Today’s marketers have demonstrated a deep understanding of what today’s consumers are looking for: in the age of the Internet, engaging digital content, mainly in the form of video, is in high demand. These past few years have seen the best marketers rise to the challenge, adapting strategies and embracing video marketing to engage and convert audiences like never before.

But, smart marketing means continuing to adapt, seeking new and fresh ways to attract attention and convert audiences who are constantly bombarded with–and somewhat numbed to–marketing from all angles and in multiple ways.

In answer to this, and to provide marketers with the best, innovative ways to drive and strengthen their results, we are proud to announce Personalized Video from Vidyard, an exciting new way to entice, engage, and convert audiences by connecting with each person on an individual level and bringing the viewer right into your story.

Say hello to Personalized Video!

Think about the last truly meaningful conversation you had. What was it about? Maybe it was with a friend, a family member, or maybe even a colleague.  Chances are, the person you were talking with knew your name, knew something about you that allowed them to connect with you on a personal level and made you feel valued as an individual. Now compare that to any one of the many transactional conversations you have every day; they are impersonal, lack depth and have no substance. Can you remember the details of one of those? Didn’t think so.

We all want to be seen, treated and spoken to as individuals – not as just another person in a crowd. Personalized Video makes it possible to use video to help build stronger, one-on-one relationships with customers at scale.

With Personalized Video, unique details about each viewer are seamlessly weaved right into the video content itself. Personalization can take many forms – from text, like their name, email, company name and job title to images, like their company logo, LinkedIn photo or picture of their website or one of their products.

More than just a party trick, personalization is critical for B2B marketing and sales.

We’re now living in a world where we’re bombarded by 3,000 marketing and sales messages each and every day. For marketing and sales that means it’s tougher than ever to stand out, keep audiences engaged and build memorable relationships. By treating each prospect and customer as an individual, Personalized Video can help with all three.

Stand out

Delete, delete, delete, delete. This is how many of us spend time managing our inboxes. According to a 2014 study by Radical, “Business users send and receive on average 121 emails a day in 2014, and this is expected to grow to 140 emails a day by 2018”. How are marketers and sales executives supposed to cut through the inbox clutter and stand out?

Well, for starters, thanks to research from the Forrester Marketing Group we know that including a video thumbnail in your emails can increase click-through rates by 200%-300%. But what if that thumbnail had the recipient’s name, job title, or company logo on it? I know I’d be even more compelled to press play! Wouldn’t you?

In fact, we’ve seen staggering increases in conversion metrics using personalization in Vidyard’s own demand generation campaigns. Compared to campaigns that used generic video thumbnails and non-personalized content, our personalized video campaigns resulted in a whopping 16x increase in click-to-open ratio. Here are a few examples of our personalized splash screens:

That means that 16x more people visited our campaign landing pages and watched our videos when presented with a personalized video! Average conversion ratios sit between 1-3%, so this is an incredible change in email campaign performance. Just imagine what this could mean for your next email campaign, event, landing page, and beyond.  

So we know that personalization gets people to click. But why? As Dale Carnegie said, “A person’s name is to him or her the sweetest and most important sound in any language.” Remembering someone’s name makes a positive and lasting impression because it taps right into their identity and individuality. It could quite possibly be the best way to get someone’s attention. I mean when was the last time someone called your name and you didn’t turn around!

Keep them engaged

Not only will adding personalized elements to videos get people watching, but it will keep them watching even as attention spans get shorter and shorter. According to research from Microsoft, the new average human attention span of 8 seconds has dipped below that of a goldfish!

Video is already a great medium for engaging audiences but by strategically placing personalized content throughout your video you can keep them interested and watching longer. Imagine just as you were about to lose interest in a video you saw your name in lights – who wouldn’t want to keep watching to see what happens next! We’ve also seen from our own experience that if a personalized element is featured in the thumbnail image, the viewer is not only more likely to press play, they’re also more likely to watch until the end. Is it because they really want to see how their own information is weaved into the story? Or because that level of personalization suggests the video must be directly relevant to them? Or simply because of the incremental entertainment and inspiration factor? Likely all of the above.

Build memorable relationships

Getting, and keeping, your audience’s attention is  important but both these goals serve a larger purpose – to build a relationship with your audience. And the way we do this has changed along with the buyer journey itself: between 60-90% of the purchase decision is now made before a buyer ever has direct contact with a brand. That means brands must now rely on digital content, like video, more than even before to build strong online relationships with buyers and researchers.

By coupling video and personalization, you build one-on-one relationships with your audience that make them feel good about themselves – and by extension your product or idea – ultimately creating a highly memorable experience with your brand.

Using information like someone’s name also helps to level the playing field. When you address someone more formally, like by using Mr. or Mrs. for instance, you automatically establish yourself as lower in status. Not the best strategy when trying to close a deal.  But by using someone’s name or by connecting on a personal level, you approach them more confidently.

When should you use it?

There are no rules about when and where to use Personalized Video. There are only incredible possibilities for this new technology throughout the entire funnel, across inbound and outbound marketing as well as sales and customer success.  Here are some ideas for how Personalized Video can be incorporated into your existing marketing and sales programs:

Inbound Marketing

• Increase engagement on landing pages and websites
• Send personalized videos via email after someone visits a web page or downloads a piece of content

Outbound Marketing

• Create personalized content campaigns before and after trade shows and events, during product launches, or even during the holidays to send a friendly greeting
• Nurture leads to deepen relationships at different milestones in the buying journey

Prospecting and Selling

• Send personalized and branded videos tailored to each lead’s needs (just a push of a button from a Salesforce contact record!)
• Share personalized versions of your product demo or customer case studies to deepen engagement late in the sales cycle
• Make a strong first impression while onboarding new customers by giving them a warm, personalized welcome

At Vidyard we don’t just talk the talk, we walk it, too!  Our marketing and sales teams are using Personalized Video across our business from prospecting to event follow-ups.

Will you adapt to growing demand and get personal?

At Vidyard, we stand firm in our belief that the future of the Internet is video, in no small part because consumer behavior predicts and influences enterprise trends.

Just as mass consumption of online video has led to the need for enterprises to adopt video for purchasing and selling, the consumer demand for personalized video experiences is driving enterprise to adapt. Netflix and Apple TV are just two examples at the tip of the iceberg – consumers are gravitating towards curated, personalized video content experiences.

Personalized video experiences are the next frontier of modern B2B marketing and sales, and once again, Vidyard is leading the charge!

Want to experience the power of personalized video for yourself? Get a fun video created just for you.

The post Say Hello to Personalized Video! appeared first on Vidyard.

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How to Make Employees the Perfect Stars in Your Videos

Need a star for your next marketing video? Look no further than your company’s own employees!

Now, you may be thinking, “Ya sure, that might save some money, but those people can’t act! We don’t want our video to look amateurish!”

Well, well, let me tell you three big reasons why using employees in your videos can be really beneficial. And after you’re convinced, I’ll give you some useful tips on how to make those employees shine on film, including some awesome advice from our very own Video Production Manager here at Vidyard. Let’s get started.

The benefits of casting employees

Employees put a genuine face to your brand

Employees are perfect for showing the face and personality of your company. Using employees in videos gives your audience an inside look at the company and its culture, and helps you relate to them on a more personal level.

And because the stars of your videos are real employees, a video’s message can feel more genuine. Audiences respond to this sincerity, so these videos can perform better and engages more viewers.

In this fun video, for example, the stars are the employees themselves, giving viewers an inside look into the hardworking and fun company.
 

Employees are the authority

An organization’s employees are the best people to ask how and why things are done at the company. They live it and breathe it, and hopefully, it’s their passion. So why not put their expertise on film?

Whether you need your video star to talk about products or procedures, or actually perform complex tasks on screen, employees can do it with ease. And, because your coworkers perform these roles every day, you won’t need to train them on how to perform these tasks when filming (that could mean less takes, and less time shooting)!

In contrast, using actors can be like playing the telephone game – they’re reciting a script and trying to convince the audience they know the intricacies of the topic, but those very in’s and out’s may be lost on the actor who doesn’t actually perform the job for a living.

Instead, your own employees’ sense of ownership and pride of what they do can help your video convert more viewers.

Employees are the story of your company

Telling a story is one of the most powerful ways to engage and convert audiences. And, while you may think actors are great for telling stories because, well, that’s what actors do, right? Well, actors typically tell scripted, fictional stories. But employees…well, they’re the real, powerful story of your company. They are who you are, what you do, and why you do it.

Employees can bring your viewers into your company’s story, help them relate to you on a personal, human level, and guide them through a journey so they wish to become your customers.

Want an example? The TOMS shoe company, who gives a pair of shoes to a child in need every time a pair of their shoes is purchased, created a video to tell that story in a powerful way. The brand could have done a flashy campaign, but they kept it real and relatable by telling a story that includes a company employee. You can’t help but feel the employee’s pride of what he does. Makes you want to be a part of the story too, doesn’t it?
 

But people can get shy/awkward/uncomfortable on camera…

True. Your company’s employees may be awesome at what they do, but talking, acting, or performing tasks on camera probably isn’t part of their job description. So here are a few tips to make your non-actors shine.

Use volunteers from different roles and levels

That’s right. Don’t try to talk people into starring in your video because they’re in a certain role or at a certain level of the company. A video needs to feel authentic, and someone who isn’t comfortable on screen will only make it awkward. As Mat King, our Video Production Manager at Vidyard says, you don’t want always the person who “looks good” for the part, you want a mix of the right look and the right personality, because “you can’t polish a turd.”

Well…now that we have that covered…But really, be willing to use employees at different levels of your organization. Your CEO or other executives may be recognizable by the public, but sometimes that can work against you – preconceived notions of who someone is and what they do can be hard for your viewers to shake. And, showing the dedication and passion of people across the company can be a powerful brand message.

Consider having them not speak

If your employee stars aren’t comfortable with speaking in front of the camera, well, they don’t have to speak! How can you have a video with stars who don’t speak? Simple. Consider using a voiceover. Then, employees can perform tasks on film, and look natural doing it, while a voiceover tells the story. The voiceover can be done by paid talent, or even by the employee, who may have an easier time sounding natural when off camera. Here’s an example:
 

Rehearse

Simple: practice makes perfect. Help your employees practice what they should say, how they should stand, the tone they should use, what they should wear, and even simple things like what they should do with their hands when standing or sitting. How to behave on camera may seem natural or common sense to you, but it’s probably not a typical thing for your employee star to think about. Help them figure out what will work best on film by taking a few practice runs.

As Mat advises, talking with employees beforehand can help them feel comfortable with you, and build a sense of familiarity. That why they’re more likely to feel more like themselves on camera, and take your notes easily.

Go off script

Say what? Scripts are created for a reason: you need to make sure the message is clear and well conveyed. But don’t be afraid to allow employees to make the script their own. You can’t put words in someone’s mouth and have it sound natural, so as Mat suggests, let them use their own words. Let them have some fun with it, and show their own enthusiasm, passion, and depth of knowledge (they are the expert in what they are talking about, after all!). It will look much more genuine and sincere, which can only help your viewers connect more easily with you.

So there you have it. You may not be able to hire Tom Cruise for your next video, but you have a ton of people in your very own company who could be the perfect star to share your message.

The post How to Make Employees the Perfect Stars in Your Videos appeared first on Vidyard.

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Producing a Video That Focuses on Your Customers & Creating a How-To as New Method of Marketing

You’ll find some video production companies out there that focus too extensively on making videos all about their clients. While there isn’t anything wrong with showing things about yourself in reasonable doses, a marketing video should never be about them exclusively. With more focus recently on nurturing relationships with customers in corporations, it’s time you took the same initiative. You need a marketing video focused more on helping the customer rather than yourself.

Here at Joyco Productions, we’ll help you with this approach if you’ve always thought a marketing video means being exclusively about you. You have some specific approaches to being more personal so your prospective customers feel like you’re talking only to them.

Solving a Problem for Your Customers

The point of making a video for your customers is solving a problem for them with a product you’re selling. No matter what you product is, it should always solve a problem that’s never been adequately solved by anything else on the market. In your video, making this clear already captures viewer attention so they know it’s about them.

Your backstory is fine, as long as you keep it brief in the beginning. Using our creative expertise, your own brief personal story can set things up for addressing your customers personally.

Showing Testimonials as Proof

When you make claims of solving a problem for your customers, you also need proof of how it’s already worked for others. We’ll help you compile footage of other test customers who’ve already tried your product. Then we’ll add that footage to your marketing video as testimonials.

With testimonials from real customers, you have a powerful way of speaking directly to your viewers. At the same time, create a narration style as if talking to a friend. Show some empathy for what your customers are likely going through rather than constantly mentioning how great your company is. Using proper integration of the personal and customer testimonials, the evidence will speak for itself how great you are. You’ve also taken the first step in nurturing more personal relationships with your customers by putting the spotlight on them.

If you need a marketing video for your business in Denver, you’re possibly instantly thinking of conventional production methods that everyone you know uses. This might mean a video telling about your background, taking a tour of your company, or introducing you and your staff. While these methods still work as methods of storytelling, another method is available as a new form of telling a story.

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