Manager, Demand Generation, 6+ Years Marketing Experience, Track Record of Helping Clients Double Their Traffic and Leads
February 21st, 2019
Personalized video isn’t new, but it is becoming more common to see it used by companies in their marketing.
Sales teams haven’t been as quick to adopt personalization, and those that do successfully incorporate personalized video in their sales processes stand to benefit greatly from it - while those who don’t risk falling behind.
What Is Personalized Video (And Why Does It Matter)?
You might be wondering, “What is personalized video?”
Personalized video is video content that includes content tailored to a specific person, such as the person's name, company name, or messaging that is specific to them.
If people prefer personalized communications during the marketing process, it stands to reason that they will expect the same in any sales relationship.
You may be wondering, in what circumstances would a sales team use it?
Personalized outreach is important in all aspects of sales communication -- especially with sales videos -- from initial conversations to reviewing proposals.
Having said this, there are times when you might be engaging with a large group of contacts and in order to be efficient with your time and approach, you need to find ways to personalize your efforts but save time while doing it.
One of the main tools that we use to personalize video both for one on one communication and at scale is Vidyard. Vidyard’s personalized video functionality allows you to enhance your videos by adding in a token that populates your contact’s information (for example, their first name) into a video.
Let’s dive into the 5 ways you can use personalized video in your sales process.
1. Webinar Follow-Ups
Webinars are a great way to not only provide education to your audience but to provide value as well.
The worst thing you can do is put on an engaging webinar and then provide zero nurturing or follow-up to the intrigued audience afterward. But it’s not just about always including a nurturing sequence that’s important - it’s about finding ways to engage in nurturing on a deeper level - which is what video allows you to do.
You can use video as a way to not only recap the main takeaways of the webinar and provide follow-up resources but also as a way to engage your audience by asking a question about their takeaways are seeing if they had any specific questions from what they learned. This provides a two-way street of communication instead of just talking at someone.
So you know you need to use video, but you might be asking yourself if you should be doing 1:1 videos or using a scaled solution.
The best way to decide whether you should create custom 1:1 videos as follow-ups versus a scaled personalized video is to figure out the time commitment involved.
You have to ask yourself, is the time I would put into creating a custom video for every single person going to give me a return on the time investment?
You also have to remind yourself, if you committed to blocking out a couple days to record 100+ videos, once you hit video number 20 for the day you are probably going to have zero steam, zero excitement and probably come across as rushed and annoyed.
Consider using the scalable personalized video option for the first email in your post-webinar sequence to registrants, and then creating custom 1:1 videos for the most engaged contacts in the workflow for a later sequence.
This allows you to grab the attendees’ attention by personalizing the outreach without having to spend hours, and even days, personalizing your efforts.
Here’s an example our very own Marcus Sheridan using the personalization tool:
As a salesperson getting in touch with someone quickly and setting a strong first impression is extremely important. This is where finding a way to use a templated personalized video in a workflow can help you in two areas.
It can ensure that the moment someone fills out a form or schedules a time to talk, they get an immediate, personalized email response. You can do this by setting up an automated lead nurturing sequence that is triggered when someone fills out a form and then sends a specific email to them that incorporates the personalized video you created.
The email will include a video that is personalized to the recipient (you can easily do this by holding up a sign that has their name on it - and technology like Vidyard can dynamically add personalized data such as first names at scale). This approach is more likely than a traditional, impersonalized video to catch their eye since most follow up emails don’t include a video, let alone a video with a person holding up a dry erase board with the recipient’s name on it.
Lead nurturing is an area that a lot of larger companies struggle with. Sometimes it’s because they don’t have the bandwidth to get back to their leads in a timely manner, and in other cases, leads fall through the cracks.
The approach I outlined above ensures that follow-up happens in a timely manner and that you can set expectations for the sales experience immediately.
3. Team Introductions
Handoffs during the sales and service process are inevitable. They can also be a critical “make or break” moment in your relationship with a prospect.
Every time you introduce someone new in a relationship, there is a level of trust that has to be built. This is why introducing team members earlier on in the sales process is an effective way to get ahead of any potential hiccups.
If you’re anything like us here at IMPACT, your entire organization is busy. You can’t expect people that aren’t on the sales team to drop everything they are doing and record an intro video for every prospect you’re working with. This is why planning ahead and filming introduction videos of your team that can be re-used on multiple occasions is key.
Who in your organization should record personalized videos?
Think of the team members that your prospects are typically interested in meeting. They tend to be those that the prospect will be working with directly in the future, which means you shouldn’t waste your time filming team members that won’t be directly involved with clients.
These videos should not be highly produced - the most important thing is that they feel genuine and uniquely created for the prospect.
4. Interact With Prospects + Clients During The Holidays On A Whole New Level
Vidyard is its own best customer and does an incredible job of putting together really fun videos during the holidays, and they include personalization to make the video even more engaging and interactive.
If you have an in-house video team (or the budget to outsource video to an agency), consider getting creative and finding ways to produce a video during the holidays (or really any time, just for the fun of it) that allows your prospects and clients to interact with your brand in a way that is light-hearted and fun.
If You Don’t Have Vidyard, You Can Still Personalize Your Videos
If you aren’t dealing with a massive contact list or a large number of inbound leads, you should definitely consider taking the time to personalize the outreach you’re doing as it could have a significant impact on your sales results.
If you do have a larger group you’re reaching out to, get creative! You are still able to make a video feel personalized even if you aren’t including the contact’s name on a whiteboard.
Segment your audience.
Is it a group of inbound leads that filled out a contact form? Mention in your video that you saw they reached out on your website.
Is it a group of registrants to a webinar? Mention the webinar and ask questions that would be specific to the webinar content.
You don’t have to use the recipient’s first name, but if you can mention why you’re reaching out, it allows you to include a level of personalization.
Record these videos on your webcam - they’ll feel like they’re personalized and created just for the recipient. If you create a video that is more highly produced, it would be a giveaway that it was created for mass use.
There’s No Excuse Not To Personalize
Long gone are the days that you could simply use a canned email template, cast a wide net and get people’s attention. It’s imperative that you get creative as a salesperson and find ways to not only use personalization in your outreach and engagement but incorporate it into your video efforts as well.
Don’t feel that you can’t personalize if you don’t have all the tools. As I pointed out, you can get creative and find ways to make a video feel personalized by the way you approach your messaging and the way you create your video.
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