I guess. It’s not – you can be almost anybody and get something out of the video but it was targeted toward a BB marketer; somebody with marketing automation in place and a marketing stack that was pretty sophisticated. So we cast a wide net but then it gets I guess more narrow as you go through the video.
And then you realize
okay . this is a marketer; you’re either interested or you’re not interested in how she was doing all these great things with video . and then you’re going to download the asset to find out what that person in real life actually did. Dan: Very cool. So it cast a wide net in terms of the education and awareness part but there was still like a very strict focus on generating qualified leads through the campaign as well.
Jennifer: Yes . absolutely. Dan: Cool. uk phone number database free So like any other part of a marketing campaign . even an email or blog post or a landing page . what sets apart a marketing video from a home movie or something is that it needs to contain some sort of call to action. Do you have any tips on crafting a successful video call to action .
or CTA Jennifer: Yeah
. So you’re gonna want to keep your CTA SNBD Host aligned with the viewer stage in your funnel. So if it’s a top of funnel video . maybe have the CTA lead to a next step in the discovery phase as a prospect. If it’s a mid-funnel video . consider if it’s persuasive enough to prompt a more meaningful action like a trial or a demo at this point.
So back to our campaign
. it was very top of funnel but then it led to – so it was very discovery phase but then it led to a case study. So you can really gauge that the leads that you take in from that campaign are more qualified because they’re interested in a case study.
So you can sort of set up your next step in the funnel. Does that make sense Dan: Yeah. No . totally. So maybe can you paint a bit more of a picture of what the CTA was . like what the button said . for example Jennifer: Sure. Actually . I’m really embarrassed because on the landing page it said “submit .
which we never say
to do. It’s a terrible thing to do. Dan: In your defense . you weren’t at yet so you didn’t know better. Jennifer: No. Actually . a good example for BB brands that want an effective CTA . you can look at what Salesforce Marketing Cloud’s content does with their videos.
So they’ll create stuff to prompt you on to the next piece of content. So say if they’ve done an ebook . for example. They make a mini video trailer about the content of the ebook to prompt you then to go download it. So the end of the video on YouTube contains an annotated download button .
which leads to the ebook landing page where you can get the report. And this is super clever because the ebook’s launch date comes and goes but a video trailer keeps the evergreen content useful to a brand because you can release it over and over and over again on your social channels. But it can live on YouTube because it’s pointing people back to your website.