By Kimbe MacMaster – Content Marketing Manager, Vidyard.
In today’s marketing world… wait, don’t click away!
I was going to say, in today’s marketing world, everyone has a million things to do and no time to do it. Combine this with the revolution of our “always on” lifestyle, the constant notifications, and continuously connectivity and we see more and more ADHD behaviors and tendencies in adults. And shorter attention spans.
You’ve seen it happen to you.
And it’s happened to your prospects, too.
As a marketer, you probably didn’t need me to tell you that you’re in a constant battle for attention. You’re probably intimately aware of this problem.
In other words: being a marketer is hard!
Up to this point, the common response has been to yell a little louder, send communications more frequently, or try and tailor more messages to specific persona groups. The tailoring is the most promising approach. In fact the other two will actually probably be detrimental to your marketing success. Tailoring messages to personas is where the real opportunity lies for messages that actually connect with your audience.
By sending more and more messages, we’re really just ending up in a cyclical state with no hope of escaping and certainly no hope of grabbing that attention we were initially looking for. We call this The Attention Resource Cycle, shown below.
The more marketing messages we send, the more we exacerbate the problem by cluttering inboxes, and driving even shorter attention spans which leads to lower conversion rates. Lower conversion rates mean programs drive less pipeline and feed the need for better results and even more messages.
It’s an ugly cycle.
The real problem lies in tailoring your message to a detailed enough level that you’re actually hyper-relevant to your prospects. Otherwise, you can end up with a situation like this one, below:
Kristy and Carl are both Content Marketing Managers. Kristy works in the software space, works closely with the demand gen team, and is responsible for building a content strategy that drives leads.
Carl works in manufacturing, aligns best with the creative team, and mostly creates content to build awareness of his company’s products and brand.
Both Kristy and Carl are relatively different. But since they both fit into the “Content Marketing Manager” persona bucket, they will often be marketed to the same.
The truth is that people are much more likely to respond if they’re addressed personally. We are inherently programmed to respond to our name, for example. Market to us using our name and even other information like the company we work for, or the position we hold and we’ll feel like we are being spoken to, like a real conversation.
You know, like one you’d have with a new friend at a coffee shop. A conversation you actually care about.
Just think about when personalized email first came out and how much more likely you were to pay attention when that email addressed you by first name.
Today, the best of both worlds is personalization and video. Why? Because it combines the psychology of a one to one conversation with the medium that today’s buyers crave. Video is winning the content game because:
You get the picture.
So when you combine personalization with video, this engaging medium climbs to a whole new level. Embedded right within the video, you can add a person’s name, their company, their title or email address, and more. The video continues to play, the experience is seamless, and the engagement increases significantly.
Want to experience it for yourself? Get your own personalized video here!
When you implement personalized video, there are four benefits that you’ll likely see:
So you’re game for grabbing (and holding) more of your audience’s attention and you want to use personalized video to do so? Try out one of these five ideas or add your own in the comments below!
Dive deeper into personalized video and determine how to use personalized video to not only grab attention, but build more pipeline. Get the Vidyard guide: “Kickin’ Butt and Taking Names: How B2B Marketers Can Drive More Pipeline with Personalized Video”.
By Kimbe MacMaster – Content Marketing Manager, Vidyard