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Personalizing video for digital selling
Hello <<First Name>>
In a new DemandGen study, 74% of marketers agreed that personalized content is “important” for digital selling, and another 25% say it’s at least “somewhat important.” 99% agreement! What about personalized video, then?
In our niche — videos aimed at enterprise technology buyers — gimmicks like inserting the viewer’s name into a product video risks being seen as “marketing fluff.” Still, there are ways to give videos more “personal” appeal. Here are three:
- Forget about trying to make sure the viewer “understands” your product and its benefits. Show how it impacts one significant “job to be done.” Fires put out faster. Boss impressed. User satisfaction increased.
- Provide salespeople with time-coded links to positions inside the video (like https://youtu.be/8qsDCUqxvAM?t=32) so they can alert customers to video content that addresses specific situations.
- Make your “overview” videos modular, so segments can be shared with different audiences, or sequentially.
Adding subtitles is the easiest and most fool-proof way to increase video ROI. Subtitles make your video more accessible to everyone, and more noticed (because most online videos start playing on mute). Captions also make concepts more memorable.
That’s it for now. Stay well.
Bruce McKenzie & Lorna Pautzke