them to be highly aligned. So don’t just put your startups explainer video on the landing page; it’s got to be something like – if you’re offering a trial .
it’s got to be a video explaining
why or who maybe would want a trial. So explain the specific audience for who you’re after and that way it gives viewers a chance to self-qualify. Dan: So what happens after viewers have clicked that CTA on your video or on the page itself What’s the next step Jennifer: So once people exchange their contact info on a landing page .
it’s your job to send them
to a confirmation or a thank you usa phone numbers list page. You can send them a follow up email allowing them to opt into your brand communications . or you could follow up with a call. So something along the lines of . “Hey . I noticed you downloaded our e-book on monkey sweaters.
Do you like monkey sweaters
Oh . yeah What kinds are the best ” Dan: How SNBD Host do you know I like monkey sweaters Jennifer: Exactly. I saw that you watched a video because I was monitoring on my marketing automation system. Dan: Oh man . marketing. Jennifer: Crazy . right But this follow up is based on a resource that they took interest in .
and it can really help you
determine someone’s needs and how you can help them. So it just helps extend the conversation past after they have followed through with your CTA. But it can be an email . too. Dan: Yeah . even suggest setting up triggers to send emails like once visitors have watched a certain percentage of a video.
So does that include folks who didn’t actually click your CTA Jennifer: Yeah . so your best bet is to reach out to folks who have watched at least percent or more of a video is what I lean toward. So you can set up those kinds of triggers in your marketing automation software but you don’t have to wait for those who only click the CTA .
basically. So imagine the impact of watching a video on a brand site and then even after you’ve dropped off . you get an email in your inbox seconds later about a particular product you were viewing. That’s exactly what the future of marketing is all about; the right message at the right time and the right context.
I think it can be pretty
impressive for brands to follow up that way. Dan: Yeah . and that’s another example of how the video and the landing page reinforce each other because on a page . people click the CTA when they’re ready to click. But here you’re saying video is a way to engage people who might not be ready to click the CTA or might not have gotten there but have shown a certain amount of intent so you could continue to market them maybe in a little bit of a softer way.
Jennifer: Absolutely. That’s where the lead nurturing comes in. Yeah . you can do a great job of that based on the context of what they watched. So if your offer is very specific . you can sort of get an idea for what exactly that customer is interested in. Dan: Very cool.