Video content has taken the digital world by storm in recent years – and for excellent reason. In fact, a whopping 92% of businesses use video as a marketing tool.
Personalised video marketing in particular is gaining huge traction in the business world. It’s shown to significantly boost audience engagement, lead nurturing, and conversions – resulting in high-quality clients who stick around.
As you’ve probably guessed from the name, personalised video marketing adds a punch of personality to your brand. This in turn encourages audiences to feel more connected to you.
And when they feel connected, their consumer trust will strengthen, they’ll want to learn more about what you do, and they’ll be more likely to come back to you for future purchases. What’s not to love?
In this blog post, we’ll be covering what personalised video marketing involves, why it’s time to consider it for your business, plus tips for implementing it into your marketing strategy and examples to get your video inspiration flowing…
What is personalised video marketing?
Personalised video marketing is a strategy in which businesses create tailored video content for audience segments or individual customers. For example, if an online fitness trainer wanted to target clients in need of dietary support, they might create a series of videos demonstrating easy health food swaps or recipe ideas.
This targeted approach ensures you reach your dream clients by addressing individual challenges or needs.
Personalised video marketing humanises brands, builds trust, and delivers messages that resonate more deeply than non-specific content.
Examples of video content include:
- Video emails – Integrate video into your email strategy for more interactive, tailored content.
- Video DMs – Unlike the blanket approach of text DMs, videos are a highly effective way to capture interest.
- Dynamic landing pages with personalised video results – With ScoreApp, you can create cut-through landing pages and results pages to generate leads. Videos take it to the next level by further boosting engagement.
When it comes to real-life applications, these are all perfect to include in sales pitches, onboarding videos, customer support, or personalised thank you messages after a client has made a purchase.
Why personalised video marketing matters for your business
The beauty of personalised video marketing is that it can really set your business apart, by fostering meaningful connections with audiences.
Think about it: would you be more likely to engage with a brand that offers engaging and personable videos to explain their services, or a brand that only includes text and faceless graphics? Chances are, it’s the former.
Recent studies have found that viewers retain 95% of a message when they watch it in a video, compared with 10% when reading it in text. Time to hit record?
Key benefits:
- Higher engagement – Video content is naturally more engaging, and personalisation increases that even further.
- Improved conversions – Tailored videos align with individual needs and motivations, which heightens the likelihood of action.
- Stronger relationships – Personalised communication develops trust and customer loyalty. This is absolutely key when it comes to standing out from the ever-increasing competitive landscape.
How to implement personalised video marketing
Creating and delivering personalised video marketing is simpler than you might think. With the following five actionable steps, you can elevate your marketing strategy in no time!
1. Collect meaningful data
Use lead generation tools such as ScoreApp to gather relevant information about your target audience through quizzes, surveys, or scorecards.
The ScoreApp pre-qualifying questions feature has been designed to help businesses know exactly what to say in their videos. You can devise a series of questions to help you understand more about who they are and what brings them to you in the first place.
In your video, you can touch on their pain points and what they’d like to improve on – and how your offerings can ensure they overcome any struggles and achieve their goals. This preciseness is essential for boosting traction from the get-go.
2. Segment your audience
Segmentation is crucial for delivering the right message to the right people. For example, a life coach may have audiences with specific kinds of support – busy mums, budding entrepreneurs too scared to take the leap, or curious travellers dreaming of a digital nomad lifestyle.
ScoreApp’s audience segmentation solution is perfect for making segmenting simple. Generate quizzes and automate the entire process, including email sequences for each category, by integrating ScoreApp into your existing email tools.
3. Use dynamic video content
Just how different film styles appeal to different audiences, personalised videos vary based on user preferences, interests, and behaviours. That’s why it’s key to always consider your target audience before you jump behind the camera.
Business owners or CEOs might engage better with longer-form video, which goes into detail on a specific subject. They’ll appreciate a more straight-forward, formal edit that demonstrates your expertise in a professional way. Whereas if you’re looking to target Gen Zs, who prefer short-form, snappy content (think 30-second reels), you’ll know that’s the best way to interact with them.
ScoreApp allows businesses to embed dynamic results (including videos) in landing pages. This is where you can showcase your offerings, encourage your audience to take part in a quiz, display the results with their score, and show how you can help them achieve their goals.
4. Integrate video into your funnel
You can integrate video into your sales funnel to make your content more interesting and engaging. This is essential for guiding your leads through the customer journey.
This could include:
- Follow-ups – To keep the communication going with people who have shown interest in your business or made a purchase. This is the perfect opportunity to send relevant content, product recommendations, a thank you for their business, or exclusive discounts – in your video.
- Landing pages with tailored results – Linking your audience to a landing page with information about their quiz results is a highly effective way to offer them true value. Not only can you explain where they’re at in their journey, but you can highlight how you can help them along the way. Videos make for a personable and professional way to get the message across.
- Email campaigns with embedded videos – Whether it’s to promote your new course or to encourage sales of your latest product, chances are you have experimented with email campaigns. Embedding emails adds a different dynamic to an otherwise ‘flat’ page, introducing recipients to the face behind your brand.
5. Measure and refine your strategy
As with every addition to your marketing strategy, tracking your video engagement is key for ensuring you’re getting the most out of your efforts. It might be that your long-form videos aren’t performing quite as well as your shorter ones, or that people prefer graphics and captions to keep the shots engaging. When you see the performance results, you can tweak and improve your videos for better, more effective outcomes.
Wondering how to measure your videos? ScoreApp’s analytics tools help businesses identify which of their videos perform best, for a more refined approach.
Examples of personalised video marketing in action
Need some inspiration on how to achieve your perfect personalised video marketing strategy? We’ve got you covered!
Here are just a few examples of what this could look like:
A fitness coach
As someone whose business thrives on providing 1:1 support, a fitness coach could personalise their marketing by sending tailored video feedback based on quiz results. Once a participant has filled in their questionnaire, the coach could then film themselves highlighting how they can help them achieve their fitness goals.
An estate agent
An estate agent could significantly increase their audience engagement by offering personalised property tours via video email, rather than static images. This in turn would boost a buyer’s interest and prompt them to book a physical viewing.
An SaaS company
An SaaS company could use dynamic landing pages with ScoreApp integrations such as pre-qualifying questions and results pages to deliver tailored onboarding videos. This (quite literally) speaks to individuals new to the service, giving them an exclusive look into how it works and where the team can support them.
How ScoreApp supports personalised video marketing
ScoreApp is the perfect solution to unlocking your personalised video marketing. In fact, we’ve created the platform to make the set-up simple and effective for you.
Here’s how:
- Data-driven insights: You can use ScoreApp’s customisable quizzes and scorecards to collect crucial audience information before crafting your personalised video content.
- Dynamic results: Based on the quiz or scorecard responses, our wide range of templates allow you to embed tailored videos into the results page for a much more interactive customer experience.
- Seamless integrations: ScoreApp is highly compatible with several video hosting platforms and email marketing tools for easy video distribution. Find out more about integration here.
- Automation and analytics: Automated follow-ups and analytics tools streamline the entire process, while allowing you to measure your video performance.
Personalised video marketing made easy with ScoreApp
Personalised video marketing is the ultimate no-brainer strategy for businesses who want to stand out from the crowd.
While there are a lot of moving parts to make this happen, ScoreApp simplifies the process by offering the tools for collecting key data, segmenting audiences, and delivering dynamic content that cuts through the noise.
Try ScoreApp for free to see how it can transform your video marketing efforts for driving new leads and securing dream clients.
