Why personalized video messages are worth trying in your marketing
After the email marketing experts Rob and Kennedy were on my podcast they sent me a personalized video message thanking me for inviting them on the show. I appreciated the personalized video message and it wasn’t too long.
Personalized messaging is nothing new and happens all the time in email marketing and even can be done through voice messages on LinkedIn for example. Certainly not many are using personalized video messages so it can be a differentiator when done well.
The Martech Cube also reported that video is driving a lot of engagement.
To discuss the topic of personal video messages further I was joined by Matt Barnett, of Bonjoro.com, on this podcast episode to discuss how teams can use the strategy to build relationships and move people through the funnel.
Matt says personalized video messages are about taking time to personally connect. The video element is hard to fake and it’s very genuine.
You can use personalized video messages with new leads. A new lead comes in, send them a message within 1–4 hours and welcome them. Then invite them to take the next step, Matt said.
Matt mentioned reactivating customers. When a customer hasn’t been engaged consider reaching out to them this way.
Many Bonjoro users record messages on their commute, so you don’t have to look your Sunday best. It’s about being authentic, Matt said. Even more tips on the episode.
How a Girl Scout used personalized video messages
A Facebook note said that their daughter was selling Girl Scout cookies.
I’ve bought most of my cookies in recent years online and often through Facebook messages just like that one.
They even shared a link to buy online. So helpful. I clicked over and was ready to place my order. But since I was in the Facebook app I couldn’t just autofill my saved credit card. Ugh.
I didn’t have my credit card nearby. I was sitting on the couch and didn’t want to get up.
So I just posted a screen shot as a comment with my order:
Then a while later I received a video on my Facebook wall from the Girl Scout thanking me. I watched it and thought it was smart and cute. Definitely a differentiator.
How to do personalized video messages
If you need to interact with prospects, customers and others you can consider doing a video. Easily. Selfie videos are easy enough. Get a cheap iPhone tripod. Or have somebody else in the office hold the phone.
For example, I used a super cheap tripod when I need one. Other times a handful of books are just holding up my phone. There are several vendors in the market that can make it easy as well — like Matt’s company.
Make a video that’s between 30–58 seconds, Matt recommends.
Will people even watch personalized video messages?
I’ve probably watched every personalized video message that I’ve received to date. There is a bit of a guilty feeling to watch if you already have a relationship. If you don’t it still feels unique enough to want to see what they have to say. Of course if everyone sends you spammy personalized video messages that could change and I wouldn’t watch them all.
The problem to consider is whether or not people will even watch the video.
They may be more likely the first time, because it’s new, so make sure your first message is worth watching — which of course is in the eye of the receiver.
I don’t know that I would listen to video messages if that’s all I was getting all day by everyone. But the Girl Scout one I did watch, because it was unexpected, new and unique.
Matt says that even if everyone does personalized video messages that doesn’t mean everyone will do it well.
Like many things: Test. See how video messages perform and if they perform better than text, consider doing more.
Don’t send the most important information via video, Matt said. It’s about making a connection. It’s about the mix.
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Originally published at https://authenticstorytelling.net on September 13, 2020.
