The personalisation of the web has significant advantages (based more on personal interests) and disadvantages (too narrow – nothing new), but for marketers where do we draw the line? Here are some ideas on how to get it right.
In a previous post we talked about how the web is being personalised for all of us based on our behaviour, geographic location and also the behaviour of our friends. We also looked at how creating customer personas can inform your video production.
Many businesses we talk to are struggling with the personalisation of the web in terms of their video content.
For example; it is not scalable to create a video for each and every person that we want to target or that signs up for our services and on the other hand blindly making online video that we subjectively feel will work can also miss the mark.
How can brands effectively target their videos? And where do you start?
Understanding your customers
This is the best place to start. Fortunately we now have social media in order to show us how to do this.
We are now at a stage where for most brands it is absolutely critical to have a social presence.
Imagine you are just setting up a new drinks brand and want to find the social influencers who are interested in drinks brands and try to recruit them to help you generate awareness for your brand.
You can use a tool like Followerwonk to analyse who is following your competitors:
This is an analysis of Barcardi’s and Smirnoff’s followers.
There is a link to the right of the yellow circle that says “followers of both” If you click on this you will see 1706 people who follow both of these drinks brands.
You can then drill down a little further to find the people who are most likely to be of interest to you – perhaps websites about drinking and partying or bloggers who cover food and drink.
Followerwonk gives a social score based on the users social influence so you can sort the data based on this.
The pop up shows the behaviour of the “drink spirits” Twitter account – you can see that 10% of their tweets are re-tweets so if you can get noticed by them then they are likely to re-tweet your content:
This is another similar organisation that operates in the drinks market.
Once you identify a few people you can go to their Twitter timelines and see what they are talking about:
Drink Spirits are talking about things such as:
- How drinks are made
- Drink tasting and smelling events
- New product releases
This is just one individual Twitter account but assuming that you identified around 50 to 100 Twitter profiles of your target customer and looked on aggregate at what interests them then you can create video content to suit these needs.
Looking at the customer journey
As well as identifying peoples needs based on their interests you can also look to your website for clues.
By planning out the customer journey through your website you will understand the decision making points along the way – these are the places where video could really help.
Google analytics is a great tool for discovering your websites weaknesses:
The key thing here is to select the right type of video for each step. If for example we are talking about a product page and we want to increase the number of people adding to basket then we could go for a short product demo as Zappos do:
Or if you find that your homepage has a high bounce rate then a web presenter video could help to better understand what your business does.
Re-purposing content for multiple use
There are so many destinations on the web for video content now that if you just create a video to sit on your homepage then you will be missing other opportunities.
For example; when you are creating your video you could also do a 15 second teaser video to work as a pre-roll ad on YouTube TrueView or alternatively you could create video ads to run on the Google Display Network and other video ad delivery networks.
In the same way as you probably organise campaigns to have consistent branding and messaging across press, online and TV you should ensure that videos are created for all of the relevant online uses.
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