By now we are all using video in a variety of ways. No matter the profession, communicating with clients and prospects through video is an essential part of the modern communication chain. But do you find yourself creating the same kind of video repeatedly for different recipients? If so, perhaps it is time to consider evergreening your videos!
What does evergreening your videos even mean?
Simply put, evergreening your videos means creating a library of videos that can be sent to anyone at any time, but still feel personal.
Evergreen content, much like the pines of an Evergreen tree, is always fresh; i.e., relevant for more than a few weeks. If you can create something that is just as relevant today as it will be a year from now, it is considered evergreen.
When creating this content, you can consider videos you frequently make, your businesses FAQs, or even emails and text messages you find yourself frequently sending. This includes, but is not limited to:
- Welcome messages
- Introductory messages
- Thank you messages
- Invitations to schedule a meeting
- And more!
When it comes to making these evergreen videos, you’ll want to be cautious of them seeming generic.
But don’t you worry, we’ve got just the right tips for making this content feel personal, even if it isn’t.
Keep reading to learn all the tips for creating seemingly personalized video messages that you can save as favorites and send to anyone, as well as some industry specific use-cases!
Generic to Personal!
Making generic videos appear personalized to the recipient is easier than you might think! It’s all about the language you are using, the context you are framing the video with, and the frequency of these generic videos.
First, you need to be aware of the language you are using. When creating these messages, you should imagine you are talking to an individual, rather than a group. Even if the message is going out to dozens of unique individuals, you need to pretend it is to single unique recipient. Use phrasing like the follows:
- “We are happy to welcome you to our family...”
- “Thank you for reaching out to me. I wanted to personally follow up with you...”
- “I’d like to personally invite you to schedule a meeting time with me...”
These messages do not call the recipient out by name but still have a sense of personal touch to them, and can be used again and again.
Second, you should frame the video with some additional context. Add the recipient’s name to the email body copy, subject line, etc., to make the recipient feel as though this message was recorded and curated for them. The personalized email copy, supported by a video that feels special to them, will emphasize a sense of personalization.
Finally, you should consider the frequency at which you are sending these generic videos. If you have a good mix of prerecorded, evergreen videos and actual personalized video messages, your recipient will subconsciously think that the videos you are sending them are unique to themselves. This constant sense of personalized communication will create endearment toward you and your company on behalf of your video recipient.
Having a well thought out, diverse plan for your evergreen videos will elicit fantastic results. You can cut down on time spent making videos and maximize the effectiveness of the videos you’ve already created! While evergreen videos should not completely replace the ever-important one-to-one personalized video messages, they can certainly supplement your video email communication strategy!
Now let’s take a look at some specific evergreen videos to make by industry.
A Use-Case: Senior Living
Senior living is a unique industry because it combines the complexities of real estate with medical care. Many of those looking for senior care options are the children of potential residents, looking for a warm and safe place for their elderly parents. Given this, providing a human element to the communication process via video mail is necessary. But with many Directors juggling the tasks of filling units, running locations, and caring for residents, sometimes it can be hard to sit down and record unique messages for every potential resident. Here are some senior living specific video messages that we suggest evergreening:
Highlight Specific Amenities – create quick videos about your amenities that might be unique to your location. Consider features that make your location a differentiator! Use some of the following phrasing to make your video feel personalized:
- “I wanted to show you this...”
- “You have to come in to see this...”
- “This might be of some interest to you and your family...”
Health Care Treatments – many families are looking for communities that can also care for their health needs. Consider sending videos that highlight treatment options that are commonly requested by families. Use some of the following phrasing to make your video feel personalized:
- “I recall you expressed an interest in...”
- “You’ll be happy to know that we offer...”
- “We will keep your family members safe by...”
Testimonials from Current Residents – positive word-of-mouth marketing from current residents does a lot more for your prospect affinity than hyping up your company on your own. Sending testimonial videos from your residents will give families a good idea of what it’s like to actually live there. Use some of the following phrasing in your email copy to make your video feel personalized:
- “I wanted you to hear from...”
- “Interested in learning more about living here...”
- “You might be reassured hearing from...”
There are many more places to incorporate evergreen videos in senior living; this list is a great place to get started.
Are you a senior living organization looking to get started with video mail? Click the call-to-action button down below to get started!
A Use-Case: Multifamily Housing
Multifamily housing is an industry that will always have high competition. Many locations are constantly looking for ways to differentiate themselves from other locations. Most prospective residents do not even come on site until they are relatively far down the decision-making funnel. On average, renters only tour three apartments in person. So, in such a competitive space, a good way to appeal to prospective renters is to use video mail to endear them to you. But since not all leasing directors have time to sit down and record personal video messages for everyone who inquires about their facilities, we’ve outlined a few videos that you should evergreen!
Virtual Tours – we all know the value of a virtual tour, but a personalized virtual tour might be even more valuable. By recording quick, personal walk-throughs of your available units, you can make your recipient feel like you’ve taken the time to do this just for them. Use some of the following phrasing to make your video feel personalized:
- “I saw you were interested in this unit...”
- “I wanted to show you this space...”
- “I had to show you this fun detail of this unit...”
Invitations to Come On-Site – ultimately, getting the resident on-site is a big goal. We have seen that it is much harder to say no, or even no-show, on someone you feel you have a personal connection with. So, instead of sending a plain-text email autoresponder to schedule a tour, send a video mail autoresponder! The recipient will feel more inclined to say yes to someone they have seen the face of. Use some of the following phrasing to make your video feel personalized:
- “I saw you were interested in our facilities. Let’s schedule a time for you to come see it...”
- “I saw your inquiry about our location. Come on-site to see more...”
- “Are you still looking for a place? I’d love to personally give you a tour of...”
Staff Introductions – you can build a lot of affinity for your company by inviting your prospects to get to know your staff. Introduce them to the office personnel, maintenance team, etc.! This is a great way to make your prospective renters feel more comfortable because they already know everyone! Use some of the following phrasing to make your video feel personalized:
- “I wanted to personally introduce you to...”
- “This person will be helping you out through your stay with us...”
- “If you ever need anything, you can reach out to...”
There are many more places to incorporate evergreen videos in multifamily housing; this list is a great place to get started.
Are you a multifamily housing organization looking to get started with video mail? Click the call-to-action button down below to get started!
A Use-Case: Staffing
The current state of the job economy is a messy one. We are in a candidate-driven market, meaning that the candidates hold more power than the employers. Therefore, recruiters everywhere are struggling to meet the needs and expectations of their potential candidates. So, what is a good way to stay top-of-mind for potential candidates? Personalized video messages! But with most recruiters doing jobs outside of just employee recruitment, how can they keep up? Evergreening your videos!
Announcements About Positions – instead of writing a bunch of copy about the details of the position, why not create a video? Many staffers send these available job offerings to various sites, social media channels, and through email. For some of these mediums, you can make the candidate feel like you are talking directly to them by adding a touch of personalization. Use some of the following phrasing to make your video feel personalized:
- “You’d be the perfect candidate for...”
- “If you have these skills, this job would be great for you...”
- “We currently have an opening for a position I think you’d like...”
Education About Process – applying for jobs can be challenging. Many candidates aren’t sure what their potential employer expects. Therefore, creating videos that give some insight into the staffing process can ease their minds and make them feel more endeared to your company for employment. The easier you make the application process, the more candidates you will receive. Use some of the following phrasing to make your video feel personalized:
- “I wanted to put you at ease by telling you that...”
- “Here some things we will look for from you...”
- “If you have questions, you can personally reach out to...”
Interview Invitations – Sometimes, the hardest part about staffing is getting candidates to show up for their interviews. We have seen that it is harder for someone to no-show on another person if they have some kind of preestablished personal relationship. Build that relationship by sending interview invitation videos with autoresponders. Use some of the following phrasing to make your video feel personalized:
- “Thank you for applying to this position. Click below to schedule an interview time...”
- “I’ve looked over your resume and cannot wait to meet you...”
- “I just saw your application and would love to chat further...”
There are many more places to incorporate evergreen videos in staffing; this list is a great place to get started.
Are you a recruiter looking to get started with video mail? Click the call-to-action button down below to get started!
Creating videos that you can use again and again is a no brainer. Sending videos that are personalized to the recipient is also a no brainer. Putting those two concepts together will establish a sense of a personal relationship with whomever you are communicating with!
To reiterate, having a well thought out, diverse plan for your evergreen videos will elicit fantastic results. You can cut down on time spent making videos and maximize the effectiveness of the videos you’ve already created! While evergreen videos should not completely replace the ever-important one-to-one personalized video messages, they can certainly supplement your video email communication strategy!
To make video mail communications simple and streamlined, check out SalesMail!