If it’s not already, video should be an integral part of your digital marketing strategy.
In this installment of the Ignite Visibility University podcast, I sat down with Oli Bridge, Chief Marketing Officer at Bonjoro, a UK-based online video platform, to discuss account-based video marketing, custom funnels, and much more!
Here are some of the top highlights from our chat.
Who is Oli Bridge?
Following his stint at the University of Sheffield, Oli Bridge spent the first 15 years of his career in the SaaS industry before moving into consulting.
From there, he launched his own cold-pressed juice business called Urbn Pressery, where he supplied cold-pressed juice to consumers across London.
For the last four years, Oli Bridge has been spearheading Bonjoro’s marketing department, initially serving as the Head of Marketing & Growth, and as of April 2020, the company’s Chief Marketing Officer.
He notes that his position often makes him feel like he is a founding member of the organization as he is expected to master plenty of marketing tools and practices and wear multiple hats.
Oli Bridge has learned to leverage his expertise and become a thought leader in the space while also listening to customers and other experts in the field.
What is Bonjoro?
To ensure your video campaign is successful, elements like quality, timing, personalization, and delivery all need to be considered.
Bonjoro is an app that revolutionizes the way businesses communicate with customers via highly personal video content.
In addition to integrating with plenty of existing CRO platforms, it also shifts from the conventional focus of big-budget video hosting to actively placing videos at different points within the customer journey.
Once you set up your first funnel, for example, Bonjoro will ping you to record a personal video and send it to a new inquiry.
Case Study—Munk Store
Oli Bridge claims that Bonjoro specializes in serving industries that favor inbound marketing. These include online educators, coaches, creators, and eCommerce brands.
With video being the next frontier of customer success, it was important for Bonjoro to get the most lifetime value out of their customers.
One notable Bonjoro success story comes from Munk Store—a men’s fashion retailer based out of Denmark.
Whenever someone purchased an item from their store, they sent out a personal video showcasing the Munk Store product and informing the customer that they should expect it within a few days.
Then, they followed up by asking for a review.
The company saw a massive increase in not only the number of reviews they were getting but in the number of 5-star reviews they were receiving as well. Plus, they ranked number one for six weeks in all of Denmark in the entire men’s fashion category.
One of the best aspects of this approach is that it allows you to nurture your existing client base and scale the relationship.
Many businesses fail to recognize the importance of the pre-production phase of their video marketing strategy.
Before you start recording your videos, it’s critical to make video funnel playbooks available to your customers. Since most people are pressed for time these days, a template will help guide them in the right direction.
In fact, companies with effective playbooks see an increase in lead generation, reduced sales cycle times, and higher win rates.
Oli Bridge drafted roughly 30-40 tried-and-tested plays in Bonjaro’s video funnel playbook, with the ultimate goal of designing a set of workflows that drive scalability and agility.
Playbooks should aim to solve your customer’s problems.
Automation vs. Personalization
While marketing automation can take the manual work out of numerous menial tasks, it can also result in a loss of personalization, leaving your brand coming across as generic and bland. However, brands that get too personal can appear intrusive and obnoxious.
You need to strike a balance between the two.
Ask yourself if is there anything that’s automated that can be replaced with a more personalized touch?
A good rule of thumb to keep in mind is reserving automation for low-touch and transactional processes, and creating personal videos for high-touch processes that drive action.
Oli Bridge points out that at Bonjoro, there’s an unspoken rule about “automating processes, never relationships.” Forging connections is the key to establishing credibility.
One case in which Bonjoro found a healthy middle ground between automation and personalization is when they partnered with NPS Survey to notify businesses whenever customers left a score of 9 or 10 and send them a personal video or case study. More than 60 case studies were sent out.
Funnels Best Practices
For Oli Bridge, the simpler the better. He recommends that you don’t come up with ideas that are too complicated for your own skillset.
Funnel-building is all about keeping it straightforward and identifying at what point you need to actually enter the process.
Each business is different, but you need to build trust with your audience as early as possible regardless of what industry you’re in.
Oli Bridge advises that you don’t rely on tricks or overly clever techniques.
Authenticity can work wonders and give you the competitive edge you’re looking for.