Oli Bridge is the CMO at Bonjoro, taking the SaaS application from 0 to 50+ users. In this episode, we discuss the best practices he's discovered around video messaging to improve activation and conversions.
Oli describes when to send video messages, what to include, how to scale your efforts, an example case study of these techniques, and more.
Who can leverage video messaging?
According to Oli, SaaS companies are particularly well-suited for video messaging, as are e-commerce businesses, course creators, and service providers.
But there are many other ways to use video messaging that people might not think of. Oli suggests using video messages for webinar follow-ups, partner programs, reactivating inactive users, and congratulating or encouraging progress among active users.
What are some best practices for using personal video messaging for onboarding?
Oli emphasizes that when it comes to onboarding, it's important to remember that you're not doing marketing. Instead, focus on the super personal element and help new users get up and running with your product. Personalize the subject lines of your video messages to make them more engaging, and try to keep your messages under 60 seconds in length. Oli also suggests focusing on one or two call to actions, or asking for a reply, to keep things simple.
What are some best practices for video messages in general?
Oli recommends saying the recipient's name early in the video, as this helps to build a personal connection. He also advises focusing on one or two call to actions or asking for a reply, rather than overwhelming the viewer with too many options. For reactivating users, consider giving them one or two tips on how to use your product more effectively. For activating users, make sure they know what the next steps are and give them one or two simple things to do to get started.
What CTAs are good for video messages?
Oli suggests offering some value in exchange for a call with you, such as the promise of helping the viewer get something done. You can also outline the next steps for the viewer and give them a couple of specific things to do.
One of the best calls to action (CTAs) for video messages is to invite the viewer to have a call with you. This allows you to offer value and help them get their desired outcome, whether it be related to your product or service. For example, you could say something like, "Hey [viewer's name], let's schedule a call to help you get that job done."
Another effective CTA is to outline the next steps for the viewer. This can be especially helpful for activating users, who may not know exactly what to do next. You can say something like, "Hi [viewer's name], these are the two things you should do next to get started with our product."
Remember, the more personalized your video message is, the more engagement it will likely receive. Consider using information about what the viewer has interacted with to tailor your message and make it more relevant to them.
How to delegate and scale video messaging operations?
When it comes to delegating and scaling video messaging operations, it's important to consider the size of your company and how you can divide tasks efficiently. You might delegate to marketing or customer success teams, or route leads based on timezone or expertise in your product. It's also a good idea to have an administrator to oversee the workflow and develop templates for video recorders to follow.
How to measure performance?
To measure the performance of your video messaging campaigns, focus on optimizing one piece of your purchase funnel at a time and running A/B tests for key metrics. You can also check performance by analyzing cohort data.
What are some common mistakes marketers make?
One common mistake that companies make when using video messaging is trying to launch too many campaigns with different objectives at once. It's important to focus on one campaign at a time and see how it performs before moving on to the next one. This will help you get a better understanding of what works and what doesn't, and allow you to make more informed decisions about your video messaging strategy.