How to Create a Successful Personalized Video Business Case

January 17, 2018

A growing number of cases show that personalized video is an effective tool. Not only to enhance customer experience, but also to bring actual behavioral changes among your customers. But how can you create a successful business case with personalized video? How do you apply it in different situations? How do you get to amazing results?

In this article we give you an overview of the steps you have to make in order to realize a successful, ROI positive, personalized video business case. As a rule, a business case has to articulate a clear path to an attractive return on investment (ROI), or even better: an attractive return on customer (ROC). You need to ask yourself: is this really worth the effort? Make sure your business case is:

 1. Measurable

With the use of personalized video you want to increase engagement and boost conversion. You want to reachtouch and move your customer. Only then engagement and conversion is possible. Define KPI’s for yourself on each stage, so you know if your case has been a success. Use the analytics of your videos to find out how you can increase the impact of the video. Noticing that your viewers aren’t sticking around to watch that 10 second intro? Cut it out and get straight to the point. The following KPI’s could be defined:

 2. Understandable

 

“Understanding is the beginning of approving.”André Gide

One of the first things you need to know when starting a new project are the benefits of the proposed business change and how to communicate those benefits to the business. Write down the outline of the case. Make use of the why, what, how and who to decide if it is worthwhile continuing a project.

3. Transparant

Transparency should be the norm for every business case. Make sure it is transparent in every step. From the goals you set to the results you share with stakeholders. Share knowledge with each other and you will see that your case will be more successful.

What is the process?

Alright, the business case must be measurable, understandable, and transparent. Now, let’s take a look at the process for creating a successful personalized video business case.

 

1. Defining deployment for personalized video within the customer journey

 

Customer Experience leaders

In order to get the right message, at the right time, in the right form to the right person, it’s important that you understand the context of your customer. Therefore it’s important to have your customer journey clear and ask yourself: where are my challenges within this journey? Therefore, it’s important to determine at which moment within the customers journey you can increase conversion, lower costs and maximize the personal brand experience. To make this clear, ask yourself the following questions:

    • Which client/prospect do we want to reach and with which purpose or goal?
    • Can you give a short description on the current online customer journey?
    • Are there moments in the customer journey in which a lot of conversion is lost and/or high costs are made in order to bring people a step further?
    • Which systems do you use to gather customer data and communicate with your customers?

 

Based on the answers of these questions, you can define your KPI’s and the pains & gains within your existing journey.

 

2. Creating video content and campaign elements

Besides sending out the right message at the right moment, having high quality video content is important to ensure a successful use of personalized video. Quality doesn’t always mean expensive, but it does mean well thought out. Personalized video doesn’t work without great content. Therefore you need to create concepts and video content that reach, touch and move your customers and give them the experience they deserve. So, work with video marketing experts, let them think about the coolest ideas and concepts and make sure your video content is amazing!

Besides the video content, you need to think about a distribution plan as well. Video output is suitable for distribution across any channel. This can be on both paid as well als owned media channels. Think about the impact of placing personalized videos directly on Facebook timelines, in email inboxes or as push notification via your mobile app. Based on this plan, technical elements must be created. Think about an app, landing pages, email templates and so on.

3. It’s time to go live!

Now your customer journey goals and KPI’s are clear and you have created all your elements for this campaign to succeed, it’s time to go live!

4. Measuring and improving

Things change, so you better be agile. As stated above: be keen on measuring everything you do. Based on your goals determine the key metrics and improve.

Do you want to see some successful personalized video business cases? Check out one of our selected cases and let them inspire you.

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