July th. Now . onto the show! [theme music] Stephanie: Every video campaign needs to start with a goal. An engaging concept just isn’t enough. For example . when Felix first started at on the Customer Success team . one of his first tasks was to make a marketing explainer video for our website.
It was a fun video that showcased
our office . our awesome customer success team . and ’s great features. But it never saw the light of day. Here’s why. Felix: The interesting thing was that it tried to target not just our current customers but also target the new customers . new prospects .
as well as actually showcase
how friendly we are and how list of active phone numbers good of a customer support team we have. And because that video had way too many messages . it was trying to say three different things. At the same time . it didn’t take into account who we were trying to target . and then also it didn’t take into account our positioning statement.
It didn’t even get published
So that was a big learning experience SNBD Host because I had spent about two or three months making this video . and it was pretty much done. And it is still sitting there ready to be rolled out. I should have thought of what this video should have been in the first place and then how the messaging should have been crafted instead of kind of going in like .
“Oh . I think we need a video on our website and this should be the messaging and we will target these audiences and they’ll love it. ” Stephanie: Because Felix was looking at his video through a Customer Success lens – you know . make everything as delightful as possible – he got a bit carried away with the different messaging and lost sight of the marketing goal.
So Felix took this lesson
to heart and his next videos for product feature launches had more refined messages and a larger impact. Felix is now on our creative team so we’re super excited to be able to work with him on more marketing Design the best experience you possibly can. Give your customers the opportunity to interact with you on their terms.
And when they’re happy . you know that you’ve reduced friction. Ready to start creating friction-free mobile experiences We put together a -Point Mobile Landing Page Checklist to keep you on track. By entering your email you expressly consent to receive other resources to help you improve your conversion rates. default author image About Mark John Hiemstra Mark John Hiemstra is a content marketer who formerly worked out of ’s Montreal office.
A writer by day and a reader by night . he is loathe to discuss himself in the third person . but can be persuaded to do so from time to time. Find him on Twitter here: @MJHiemstra » More blog posts by Mark John Hiemstra Explore Posts Landing pages AI marketing Digital content Digital marketing Conversion optimization Campaign strategy Lead generation Ecommerce CONNECT Take the Builder for a Spin Get an interactive preview of the Builder—no signup needed.
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