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Everyone has a physiological blind spot — an area without vision — because there’s a tiny part of the retina that doesn’t respond to light. Likewise, every marketer has a blind spot — their own lack of vision — which prevents them from seeing their marketing through the eyes of their customer.
During his recent featured speaker presentation at MarketingSherpa Summit 2016 in Las Vegas, Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, revealed critical steps to overcome your marketing blind spot so you can drive more revenue and opportunity. Watch his presentation here: The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging.
1. Understand the source of your disconnect.
Overcome your self-interest, and instead look at your copywriting from the customer’s perspective.
Consider these headlines and think about which one won drove the highest amount of clickthrough:
Then look at the results of the entire experiment:
The headlines that consistently performed well put the interests of the customer first. They immediately focused on what’s in it for the customer if she opens the email. Notice the top four headlines say or imply “get.” The worst-performing headlines put the marketer’s self-interest first — they don’t mention what the customer gets until the end.
2. Consistently embrace a method for seeing through your disconnect.
Fortunately, you don’t need genius or talent to see beyond self-interest. You just need a different lens – one that helps you look beyond design, beyond words, and instead analyze, step by step, how well your message captures the interest of the customer. This lens is called the conversion heuristic.
Here it is:
Here’s how is an example of how the conversion heuristic is put to work in the sales process:
Above is an illustration of a sales funnel for a travel agency. You will note about half of the people drop off when the price is revealed. That is to be expected. However, note the number of people dropping out of the funnel at the checkout. This indicates that there are inordinately high amounts of anxiety (concern) and friction (anything that slows the sales process). So the conversion heuristic was applied to the checkout page below.
Here’s how the Control was changed to leverage the conversion heuristic:
The result of looking at the billing-and-shipping page through the lens of the conversion heuristic was a 36.10% increase in product purchases.
This is just one example of hundreds that illustrates how the conversion heuristic has helped marketers better understand what customers are thinking at each stage of the sales process, adapt marketing to better match their thought sequence and produce remarkable results. Just check out our Research Directory. And if you want to learn more about applying it to your marketing, check out our training and, of course, be on the lookout for more replays from MarketingSherpa Summit 2016 here at MarketingExperiments, and also at our sister site MarketingSherpa.
You can follow Andrea Johnson, Copywriter, MECLABS on Twitter @IdeastoWords.
You might also like
Customer-Centric Marketing: Listen to your customers if you want to live [From the MarketingSherpa blog]
MarketingExperiments Methodology [More on the Conversion Sequence Heuristic]
B2B Marketing: Value proposition discussion with Dr. Flint McGlaughlin [More from the blogs]
On each of my trips to Europe or elsewhere abroad to a marketing conference, it is inevitable that someone will say, “We’re 1-2 years behind digital marketing in the U.S.”.
The reasons for this vary, from the capabilities of agencies to demand amongst business buyers of marketing services. Business culture in the UK drives many companies to react to competitors more than leading their respective market with new marketing tactics.
Budgets are another reason why a lag exists between the U.S. and Europe – there’s simply more money being spent on digital marketing, advertising and PR so there’s more resources, opportunity to experiment and innovate.
In advance of my recent speaking engagements in Amsterdam, London and Copenhagen, I reached out to a few European marketers (mostly from the UK) in my network from companies like Lloyds Banking, Vodafone, MediaCom, Cision, Adobe, Telenet, Traackr, and Brandwatch for their insights about digital marketing in 2016.
On the topic of the importance of SEO to overall digital marketing, opinions focused on the importance of quality, customer-focused content and SEO integration with other marketing tactics to the continued displacement of organic content for paid and the impact of mobile.
If your business expects to attract organic search traffic to content intended for buyers in the UK and broader Europe, here are what the marketing leaders and practitioners I connected with had to say:
If you had asked me this question five years ago, I would have given you a very different answer. I’m focused on a very specific audience, and identifying and building a social community has helped me more – and has been more measurable — than SEO.
Shannon Doubleday, Content and Social Media Marketing at Bloomberg LP
SEO is still highly important and very much on the agenda for brands, where people are researching more and the touchpoints for someone actually visiting your site are growing, we need to make sure we are as relevant to the consumer searching as possible. SEO should focus on consumer needs and demands and not about the search engine algorithm changes and updates (if you’re doing SEO right, then you don’t need to worry). I also believe that more channels of digital marketing should align and not work in silo. PR, PPC, Display, VOD and SEO can all work together to create a consumer experience that’s seamless…. And make sure you have attribution modeling in place to track each consumer touchpoint, what channel they first came from so you can assign a percentage of that engagement to that channel.
Russell O’Sullivan, Senior Digital Performance Marketing Manager at Lloyds Banking Group
The equity a site builds with Google accrues over time, so we tend to think very long-term when it comes to SEO. Increasingly we are looking at onsite navigation and user-experience as a place to spend our time and thinking as we could definitely do more with the traffic that we get. And you know, the knock on effect of that is likely to be better ranking – Google are doing a good job at keeping the interesting stuff towards the top of their SERPs.
Giles Palmer, CEO at Brandwatch
In terms of SEO, the latest Google updates, particularly the quality update late last year, appear to confirm that your SEO strategy should be focusing on quality content and user engagement. A short list post may get you shares and initial traffic but well researched, long form, quality content that answers user’s questions is likely to gain more user engagement and achieve more links. Thus I suspect the relationship between SEO and content marketing will be more tightly intertwined this year.
Steve Rayson, Director at BuzzSumo
SEO is key. We definitely orient our marketing around what we see as our core asset, adobe.com. It’s one of the world’s most visited websites and pivotal in the entire customer lifecycle. SEO helps us with both awareness building and direct call-to-action activity – and the first port of call is adobe.com.
John Watton, EMEA Marketing Director at Adobe
SEO remains a key part of our marketing mix in 2016. As influencer marketing and content provide a strong boost of interest up the funnel, SEO is a key strategy for prospects and to drive traffic to our web site and blog. Since 2009, Traackr has been instrumental in defining the new category that is influencer marketing and our content and influencer activities provide the best foundations for successful SEO.
Nicolas Chabot, VP EMEA at Traackr
Within the digital marketing mix, SEO plays a useful role in delivering users to the information they need across devices and localities. This year will present opportunities and challenges to enterprise SEOs, who will increasingly be seen as search architects, as they engineer the best journeys for their users. This is especially true within mobile SEO, as Google focuses on improving the mobile experience through deep-linked app content and Accelerated Mobile Pages (AMP).
Nick Wilsdon, SEO Lead – Global Channel Optimisation at Vodafone Group
Being found and being ranked properly is the everyday battlefield in the digital space. Therefore SEO strategy is fully part and in the top priorities of our digital strategy and investment.
Greg de Clercq, EMEA Marketing Director at Kodak Alaris
SEO is still a fundamental part of any digital marketing strategy. Whilst I would potentially controversially say that its heyday has come and gone (in terms of what SEO was) , I believe that the channel has evolved and that we are now seeing a more mature channel that allows us to talk as both DR and Brand.
One of the biggest challenges for SEO is accountability. Increasingly we are seeing Google (in particular) take great swathes of real estate from the search results page in favour of paid advertising solutions (for example the four pack of PPC ads now in play). Furthermore the lack of keyword level data means that many frameworks to measure effectiveness are often based on flawed models that do not allow us to accurately understand the impact of our work at channel level. This all provides a challenging landscape for SEO practitioners in the modern landscape.
As a channel therefore, we need to evolve. SEO is increasingly not just about delivering volume – whether that be rankings, traffic or conversions. Increasingly practitioners are becoming more versed on measuring the impact of their work beyond standard SEO metrics. Increasingly we hear about coverage (whether that be value or volume thereof), brand uplift (either on searches or brand tracking) – and this migration towards more traditional brand metrics should allow us to provide clear actionable insight on our campaigns.
SEO will continue to be an important part of the digital marketing mix for the foreseeable future – however we as advertisers need to continue to provide clear value for advertisers – and measure as much as we can – not just in isolation of SEO – but of it’s role in the wider marketing mix.
Pete Young, Head of Digital at MediaCom
SEO is still key to our digital marketing mix. We get a lot of leads from search engines and it remains a key part of our strategy. However, we don’t just rely on SEO; we nurture all our leads with content, invite them along to our events where we can connect with them personally and introduce them to the most influential people in our journalist community.
Jeremy Thompson, Managing Director EMEA at Cision
When we look at where SEO fits into the wider marketing mix we recognize that SEO is the basis that everything needs to be built upon. SEO is a hygiene factor that should be addressed at the very beginning of all campaign design. We can use the results here to drive different approaches within SEA where previously spend levels on core traffic drivers took a disproportionate level of spend. By migrating the core traffic keywords from SEA and focusing them on SEO it will allow for a wider overall capability for keyword experimentation.
Jeremy Curtin, Director of Digital Experience at Liberty Global (Previously at Telenet)
I don’t see it fitting anywhere.
Ok, you can put the pitchforks away, what I mean is that SEO as a stand-alone channel or something that fits in a box isn’t something that really exists any more. SEO touches everything from web development, to content, to PR, to PPC, to advertising, to events to … etc. Every single marketing activity you do can benefit from having some form of SEO element, even if it’s just considering what searches people may do after they receive it.
SEO doesn’t so much “fit” ( in so much as putting a square box in a square hole) instead it attaches itself to everything else, improving it and forcing marketing teams to think in new ways. That’s the real power of SEO for me.
Mike Essex, Marketing & Communications Manager at Petrofac
One bitter pill that many SEO folks had to swallow was that SEO could no longer live in it’s own silo, for it to be successful it now needs to align with marketing plans but it also requires significantly more investment than a few years ago to be done well. It’s no longer good enough to just copy what worked in another market, clone and translate it, great SEO projects have to align with local marketing campaigns and objectives. A big part of SEO’s involvement in the digital marketing mix is how it can be leveraged to drive more organic downloads of your mobile app and increased visibility in the mobile app stores.
David Iwanow, SEO Product Manager at eBay Classifieds
As you can see, there are a variety of perspectives about SEO for European and UK marketers specifically. The two main schools of thought seem to be:
Whether you’re a marketer based in the UK, broader Europe or in the U.S., what’s your take on where SEO fits in the digital marketing mix?
To see U.S. marketing executives’ answers on this very question, be sure to check out this post: 12 Major Brands on Where SEO Fits in the Digital Marketing Mix for 2016
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We should see 85 percent smartphone ownership by Q3 and more smartphone owners than US internet users some time in 2017.
Please visit Marketing Land for the full article.
It started out simple enough with semalt and buttons-for-websites. Then the ilovevitaly attacks began. Pretty soon Ranksonic began mocking us with fake events and organic search terms. Before we knew it there was a full-frontal assault of fake referral spam masquerading as legitimate website visitors compromising the accuracy of our Google Analytics reports. We all knew Google was working on it, a definitive solution just never came.
The problem was, and still is, most marketers don’t know what referral spam is, how to spot it, or how to remove it. This presents a major problem when businesses and marketers begin using these inaccurate Google Analytics reports to make conversion rate optimization decisions on A/B tests, landing page optimization, and more.
Worse yet, many marketers are unknowingly presenting traffic numbers to bosses and stakeholders that could be off by up to 60%!
Thankfully, there are a few proven strategies to eliminate Google Analytics referral spam. In this article we’ll discuss what referral spam is, how to identify it in your reports, and I’ll show you a few tried and true methods to clean up historical reports and prevent referral spam from effecting reports in the future.
The majority of referral spam never actually visits your website which is why some marketers refer to it as “Ghost” spam. Even though this traffic never visits your website it still appears in your reports as legitimate traffic affecting total sessions, bounce rate, time on site, conversion rates and more.
On a major website where hundreds of thousands of sessions are recorded on a daily basis this traffic isn’t a major concern. On small business websites, this traffic can account for over 60% of daily sessions which causes major problems in month-to-month reporting, A/B testing, or other conversion rate optimization tests.
If this traffic never visits your website, why does it show up in Google Analytics? Google provides a developer tool called the Measurement Protocol. Among other legitimate uses, this allows developers and businesses to track behavior of their customers from a wide variety of different offline data sources and send that raw data to their Google Analytics account.
Unfortunately, this also opens the door for crafty spammers to force raw data into Analytics accounts by randomly attacking UA tracking codes, completely bypassing the website.
There are a lot of ways to identify referral spam but the quickest is to review your traffic reports by clicking Acquisition > All Traffic > Source/Medium.
If the referring domain URL isn’t a big enough giveaway of the traffic source being spam, simply visiting the URL should remove all doubt.
Though some of these spammers have gotten more sophisticated, looking at % New Sessions, Bounce Rate and Pages/Session metrics are also a good indication. These metrics will usually be 100%, 100% and 1.00 respectively, another sign that this traffic never visits the website.
Let’s be honest, there are thousands of blogs on this topic. Many are out of date, a lot include workarounds that simply don’t work, and others only eliminate some of the spam. What I’m going to outline below will work 100% of the time on new and old accounts. The only catch is you will need to update these filters as new spam domains continue pop up. Unfortunately, until Google provides a solution, there is no permanent “set and forget” fix for this.
Let’s get started.
My first recommendation, and I strongly recommend this, is to create a copy of your existing view. This copied view will remain untouched and unfiltered. This is a good safety net in case one of your filters begins filtering out legitimate website traffic.
To copy your primary view, click the Admin tab, select the view you’d like to copy and click Copy View.
The first three filters we’re going to add will block all future traffic from domains which are currently known to send referral spam.
To add our first filter click the Admin tab, select your Filtered View, click Filters, and enter a name for your filter keeping in mind there will be several.
Now this step is very important. You must select Exclude and choose Campaign Source. Many people fail to choose Campaign Source and can’t figure out why their filters aren’t working.
In the Filter Pattern field, copy and paste the string below:
Since there is a character limit to the Filter Pattern field, we need to create a second filter the same as the first, except in the Filter Pattern field paste:
… and a third filter like the previous two using:
The fourth and final filter we are going to create is a Hostname Filter. I mentioned that the far majority of this traffic never actually visits your website, thus, it never requests your actual hostname which is the URL used to reach your website (typically your domain name).
This can be seen in your Network report by clicking Audience > Technology > Network and selecting the Hostname tab.
Any traffic in the above screenshot that is not visiting my actual URL is spam. Almost 60% of all traffic! The Hostname Filter eliminates this spam from your reports by including only the traffic that reaches your website by requesting your actual domain name.
You create this filter much like the previous three. The difference here is you must select Include, choose Hostname for the Filter Field and enter your hostname in the Filter Pattern.
Congratulations! These four filters have just eliminated 99.9% of all referral spam from your future reports! Routinely adding new domains to the referral spam filters will keep this traffic under control and keep your future reports clean.
While the above mentioned filters will only fight future referral spam, you can still remove spam from historical reports using a single Custom Segment.
You can create a Custom Segment from any report, but I’d recommend going to Acquisition > All Traffic > Source/Medium. Once there, click + Add Segment > + New Segment.
Essentially we’re just going to recreate the four filters we created above, but as a single Custom Segment.
Click Conditions, and on the first filter select Hostname > Matches Regex and enter the hostname(s) you used in your fourth filter above.
Now we want to click the + Add Filter button.
Custom Segment filters default to ‘Include’, but it is very important that your second set of filters be changed to ‘Exclude’.
In the set of drop downs select Source > Matches Regex and paste the same list of spam domains from the first filter you created. Click the OR button and repeat this filter two more times with the respective list of spam domains.
If the Custom Segment you created matches the screenshot above you’ll notice the circular graph to the right reflect a smaller amount of traffic. This is the amount of site traffic that remains after all referral spam has been removed.
Once you save this filter, you can apply it to any report and any time frame.
Nothing can compromise an otherwise successful A/B test quite like inaccurate reporting. With these four filters created and your Custom Segment applied, you can ensure that the data you are basing important marketing decisions on is truly accurate.
Until Google releases a definitive solution to referral spam, bookmark this article and reference this as the most accurate and up-to-date guide on how to finally remove Google Analytics referral spam from your marketing reports.
About the Author: Dallas McLaughlin is a Digital Marketing Specialist at The James Agency, a full service advertising agency in Phoenix, Arizona. He blogs frequently at DallasMcLaughlin.com about Search Engine Optimization, Pay-Per-Click, and Social Media Marketing trends. If you have any questions, you can tweet him directly at @BossDJay.
Not all landing page videos are created equal.
Some are nausea inducing. Others, “heartbreaking works of staggering genius.” (A.k.a. they convert like wildfire.)
Consider the facts:
And given how powerful video is in the online conversion process, “best practice” articles are everywhere…
But this is not one of them.
Instead, here is a list of worst practices. So you know what to avoid.
Because it’s easy to screw up your conversions with video and waste enormous amounts of time and money in the process.
With that in mind, let’s dive into six ways to make landing page videos that suck… and exactly what you should be doing instead.
As stressed above, videos are one of the most effective tools to propel people toward that conversion.
But there’s a catch.
When Wyzowl surveyed over 230 companies for their State of Video Marketing 2016 study, 72% of respondents reported that video “improved the conversion rate of their website.” That’s up from 57% last year.
However, when those same companies were asked, “What is the primary reason you use video?” a mere 23% actually answered to “increase conversions.”
By a landslide, the number one reason was to “educate customers.” And though this finding applies to websites in general and not just landing pages, it does provide a key insight: A high-converting video is one that’s focused on meeting people’s real needs (i.e., educating them)… not on converting them.
The difference is subtle, but has huge implications. If your goal is to simply “get the click,” your video will reflect that. It’ll inevitably be about you and your product, you and your service, you and your email list, you and your social media account, you and your…
You get the idea.
If you want your landing page video to suck, then don’t educate your audience.
If you want it to shine, then teach your audience something valuable.
Sticker Mule, for instance, takes an educational approach with its video:
In less than a minute, Sticker Mule subtly creates demand by presenting its “transfer” stickers — also known as “vinyl-cut stickers or vinyl lettering” — as a medium for your most intricate designs.
Namely, Sticker Mule educates its audience about how “after one year of research and testing [its] developed a one-of-a-kind process” that not only reduces cost but makes application easy. As pointed out, you “Simply remove the backing, set it on the surface, rub it, and then slowly pull the transfer tape off to reveal your design.”
In other words, Sticker Mule teaches its audience exactly how to use the product, with an emphasis on simplicity and durability. And as Sticker Mule CEO Anthony Thomas told me, “After adding this video to our website, we saw our conversion rate go up by 17%.”
This same fundamental principle lies behind Unbounce’s new series, The Landing Page Sessions.
The videos are about how to use landing pages to capture leads… and not only is there a call to action on the page itself (“Send me new episodes”) but also the videos capture leads using Wistia’s Turnstile email collector. (I’ll say more about CTAs in point four.)
For now, here’s a snapshot of the latest numbers for The Landing Page Sessions:
Even more impressive than views, however, are the conversions. When the first video was less than a month old, Wistia reported, “Thus far, with three released episodes, [the] campaign’s videos have received over 3,000 views and captured over 600 email addresses.”
If you want your landing videos to suck, then go for complexity.
Complexity can take many shapes: technical complexity, messaging complexity, production complexity…
Consider telaFirm, the now out-of-business telephone verification service:
Notice the jargon-heavy language in response to the question, “How do I get started?”: “Verification is easy for you and your customer. telaFirm’s service is integrated into your existing website via a convenient, platform-independent API.”
In addition, instead of focusing on a single problem, a single solution and therefore a single call to action, the video attempts to pack an explanation of all telaFirm’s services into 2:22. For instance, at 1:28 they introduce “PhoneTrace,” and again rely on unnecessarily complex and technical language: “Another telaFirm advantage is the optional ability to detect and block VOIP numbers through our PhoneTrace solution …”
While initially seductive — especially if you’re going for depth — complexity is a conversion killer. It confuses, overwhelms, dilutes value and doesn’t give your audience a compelling reason to act.
The antidote is simplicity.
And this is true across the board. After surveying more than 7,000 consumers and interviewing hundreds of marketing executives and other experts globally, Harvard Business Review discovered that what makes consumers sticky — “that is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it to others” — is one common characteristic:
We looked at the impact on stickiness of more than 40 variables, including price, customers’ perceptions of a brand, and how often consumers interacted with the brand. The single biggest driver of stickiness, by far, was “decision simplicity” — the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity.
The king of video simplicity is Dropbox. Here’s exactly what its first landing page looked like:
What’s more, the original explainer video used wasn’t fancy at all:
As TechCruch drove home back in 2011:
The video is banal, a simple three-minute demonstration of the technology as it is meant to work, but it was targeted at a community of technology early adopters … If you’re paying attention, you start to notice that the files he’s moving around are full of in-jokes and humorous references that were appreciated by this community of early adopters.
Drew [Houston, founder and CEO of Dropbox] recounted, “It drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away.”
Fast forward to today and DropBox’s videos are still just as simple — if not more. Now its videos focus more on the customers and how the product itself can simplify their lives with organization, connectivity and storage.
In other words, where telaFirm focuses on the features, Dropbox zeroes in on the benefits.
But what if you have a particularly complex industry or product?
Don’t fret. Even complex ideas can be put into simple terms, especially if you use video.
Take Choozle’s video for example, whose advanced digital advertising tool is explained using simple imagery, focusing on the main benefits and — of course — starting with the pain point and addressing how the company resolves it.
To ensure your video keeps it simple, ask yourself:
The worst thing to do is build your video around your product.
This is profoundly counterintuitive, especially when you consider the videos featured above. But, as Drew Houston explained regarding Dropbox:
To the casual observer, the Dropbox demo video looked like a normal product demonstration, but we put in about a dozen Easter eggs that were tailored for the Digg audience. References to Tay Zonday and ‘Chocolate Rain’ and allusions to Office Space and XKCD. It was a tongue-in-cheek nod to that crowd, and it kicked off a chain reaction. Within 24 hours, the video had more than 10,000 Diggs.
The point is that Dropbox’s landing page video had a host of connection points that resonated with the story its target audience already identified with. This is exactly why the Easter eggs worked. The references and allusions were tailored to reach the company’s target audience by calling subtle attention to the message: “Dropbox is just like you. We love the same things you love. Our story is your story.”
But, how do you create a compelling story when time is of the essence?
To create a compelling story, you need four ingredients: a goal, a hero, a problem and a supporter. The following graphic is a simplified version of what’s known as the Hero’s Journey or the Fairy Tale Model from Storytelling: Branding in Practice:
But what does this look like in an actual landing page video?
Take a look at GetResponse’s introduction to email marketing:
First, the goal or mission: In order to grow, online business need to “build and maintain relationships with people interested in its product or service.”
Second, the hero: The business owners themselves.
Third, the obstacle: Spending money to get visitors only to have them “scroll, click, leave, and never come back.” The video also includes two other common obstacles: lack of time and lack of expertise. However, every obstacle is framed as an obstacle to the original mission.
Fourth, the supporter: Notice that GetResponse is not the hero. Instead, the business owner is the protagonist (at the risk of sounding like a freshman English professor). GetResponse’s only role is to help guide the hero toward the solution, and that’s exactly how each feature is presented — not as an abstract function, but as a key benefit to move the hero toward the original goal.
Compelling CTAs are the holy grail of landing pages… the same is true for video.
The truth is you can have the most educational, story-driven and downright enjoyable landing page video, but without a click-worthy CTA, it’s all for nothing.
To start, your video’s CTA should align not only with the content of the video itself, but also with the landing page. This doesn’t just mean being consistent. More importantly, it means being singular. Naturally, you can have more than one button. But make sure every button has the same driving outcome, and make it incredibly clear what you want the user to do is also at the top of the list.
This is where design principles come in, namely what Oli calls the attention ratio. He explains that an effective landing page should have one goal and just one way to get there. This increases the chances of your lead taking your desired action.
So, what’s this mean for your landing page video? Only give your audience one option. Eliminate all else.
You can use your videos as creative calls to action that promote your best content, guide leads along the buyer’s journey, gain subscribers, bring viewers to your website and even gather their contact information.
To do this, there are essentially two approaches available: off-video CTA and in-video CTA.
For the first approach, take a look at Wistia’s landing page. The central goal is to drive leads to request a demo. The team uses their landing page video as a supportive resource to provide educational information, as well as to offer a push toward their goal of getting those demo requests. However, be wary of not using a contrasting color for your CTA, like the one below.
Here’s another great example that includes using a full form right next to the video as a way to unlock it:
For the second approach, you can experiment with adding CTAs within your videos as gates.
Gating your video before it starts will pre-screen leads. Are they actually interested in viewing your video? Or are they just meandering around the web? Using a gate in the middle of your video is like giving them a teaser and then asking, “Want more?” Gating at the end of video will mean you’ve already qualified a viewer’s interest, so you have the opportunity to push them deeper into the sales funnel with more force.
While the video itself isn’t on a landing page but rather a microsite, Unbounce took this approach by adding a gate to its first Landing Page Sessions video at the two-minute mark using Wistia’s Turnstile:
As for landing pages, Wistia employed this method and tested an off-video CTA (A) against an in-video CTA (B):
The off-video version (A) converted at 6%, which is pretty impressive. However, the in-video version (B) dominated, yielding an 11% conversion rate for “the same sample traffic.” That’s an 83.3% increase.
Whatever method you choose, in the end, your CTA is the golden lever to your conversions. It’s what ultimately prompts your visitor to deliver themselves unto the heaven that is your product. So make sure you make it clear, easy and relevant.
Another huge conversion killer is investing all your time and energy in one amazing video… but ignoring how it appears and functions on the page.
So how do you build an effective video landing page and not just an effective landing page video?
First, keep the design simple and consistent. Do this by matching the font, color scheme and overall feel of the page to the video itself.
Next, make the video the hero by using size as its dominating factor. Size is perceived as relative to importance, so naturally, if you want your audience to watch the video, make it the most prominent element on the landing page.
As Oli Gardner puts it in his ebook on attention-driven design:
Simply stated: The bigger something is, the more noticeable it is. Size is related to Dominance, but the difference is that Size is relative to everything on the page — or page section, as opposed to its proximal relatives. Hence, the largest thing on the page can be perceived as the most important.
CrazyEgg’s previous landing page is a phenomenal example of this principle in action:
What’s more, Neil Patel reported that video drove “an extra $21,000 a month in new income.”
Enabling autoplay is like forcing your way into your visitors’ world… without their permission.
It’s no secret that video-marketing experts Maneesh Garg, Sarah Nochimowski and Maneesh Garg all hate autoplay. And when Ask Your Target Market posed the question, “What do you think about videos that play automatically on sites like Facebook and Instagram?” the results were clear:
Admittedly, those number apply more directly to social media. But the sentiments behind them are nearly universal.
Full-stack marketing agency KlientBoost has a whole list of landing page video commandments, the first being “Do. Not. Autoplay. (Or Thou Shalt Be Smited).”
Autoplay is intrusive. It’s pushy. And nobody likes to have to unexpectedly scramble for the volume knob. Resist the urge to overwhelm your audience with the video that you’re excited about showing. Disable autoplay and instead make your play button obvious and prominent.
There you have it.
Six surefire ways to make sure your landing page video sucks:
Of course, if you would like to make landing page videos that convert like wildfire… might I suggesting doing the exact opposite.
If you have your own examples of landing page videos that suck (or some that don’t), be sure to share them in the comments.
We know you’re a data-driven marketer – a thoroughly Modern Marketing Maven. You have put together a powerful arsenal of marketing tools which include:
And of course, you’ve integrated those workflows so that Sales has the information to reach out to the right contact at the right time to achieve their goals and make happy customers out of curious contacts. Because you value data-driven decision-making, you’ve merged the data from each of these channels to inform your actions and evaluate the effectiveness of each campaign.
But what about events? While you and your sales team know events are a great way to interact with current and future customers, you still have no way to use the data collected at these events to drive campaigns. Nor do you have a way to attribute revenue to this resource-intensive marketing investment, or to show ROI from events. Like most B2B marketers, 30% of your marketing spend is allocated to events, but if you’re not sure if you’re maximizing the effect of this critical marketing tactic, you are not making the best use of the data collected with events, and you don’t have line of sight into the impact of these events.
This brings up two important questions: what steps can you be taking so that your event and marketing automation systems are in-sync and you capture valuable attendee insights? And secondly, what are the essential elements of the event lifecycle and how can you measure event success?
To help you answer these questions, we’ve developed an event marketing infographic so that you can see how you can leverage the data from events, prospect data from your marketing automation system, and customer data from your CRM system to accelerate sales, engage attendees, inform your marketing decisions, and demonstrate ROI for events. This infographic illustrates the relationships between systems before, during and after the event, and this information will help you craft your data strategy and attendee engagement approach so that you can do event marketing like a data-driven machine. (Click the link above or this box to view the infographic).
Stakeholders work together to define your audience and event objectives
Not all attendees are created equally, nor do they all have the same objectives. So you’ll want to identify your target audience: is your event designed for customers? Prospects? Partners? All of these? “Big tent” events typically include a wide variety of audience types. If this is the case for your event, you’ll want to ensure that you have specific definitions of success for each of those audiences. In addition, different stakeholders within your company may have different definitions of success, so giving yourself plenty of lead time to bring those stakeholders together to agree on success metrics will be critical.
The same can be said of event stakeholders – they may have different definitions of success as well. Stakeholder types for a big event may include: Sales, Marketing, Customer Success, Professional Services, Business Development, Product Management and others. Smaller events may include a subset of these. For either type of event, work with stakeholders to define different buying journeys for the attendee types which are of greatest interest to them. Then, define success for those attendee types.
For example, Sales will want to convert prospects to customers. They will focus on prospects who are far along in their buying journey. So, this stakeholder type will be measuring revenue.
Customer Success may be working towards customer satisfaction or cross-selling to an existing customer. Product Management may be seeking customer feedback with the ultimate goal of increasing NPS scores or additional product adoption. And of course, Marketing will likely define success in terms of number of leads.
Deliver a customized pre-event experience
Start with your marketing database of record to segment according to your intended audiences. This could include prospects, existing customers, various partners of all types, event sponsors, VIP’s, event staff and other employees. You will do your segmentation here and customize each message to the attendee type and their pre-event interactions. This is where the richness of your event data begins. Since registrants are typically more willing to share accurate information for an event than they are for other marketing channels, take this opportunity to ask questions regarding their preferences, use updated profile information to refresh your marketing database profiles, track who views your promotional video content and capture custom agenda items as your attendee builds their agenda – these are all interest indicators and buying signals!
Use customized landing pages for each participant type as well. Think about using profile and interest data to define and deliver custom-generated content as well as video to engage your attendees and build excitement around the event. Let your attendees “pre-build” a customized agenda by using a mobile app as a way to personalize the experience and allow you to collect more data prior to the event. Pre-schedule meetings during the event based on this information.
The big day is here!
At the event, collect attendee interest indicators and buying signals. These are collected through the initial badging process, badge scans at sessions, check-ins at pre-scheduled meetings, specific product areas or micro-events, badge scans at booths, at-event surveys at kiosks, polling questions during sessions, and appointment scheduling using your event app. Push this data into your marketing automation system so that you can take action in real time: request a follow-up appointment from the attendee, alert Customer Success of an unhappy user that they need to contact, text Sales that a prospect is broadcasting buying signals and to get to the meet-up location (stat!) to do an on-the-fly demo, notify the attendee of related sessions or assets related to their expressed interest, moving them along in their buying journey.
After the event
Link your marketing database to your event management solution. Of course, your Marketing Automation system receives all this detailed data from the event management system. Now you have enhanced profile information for your attendees as well as interest and engagement data to use for lead scoring and nurturing as well as for analyzing the effectiveness of the event.
After the event, use all the information and interest signals to move your prospect through the sales cycle. Do you need to reach out to schedule a demo, offer a related product or service, arrange a little more face time? The information gleaned about prospects at an event add color and texture to a prospect whose needs and interests could be otherwise somewhat opaque.
So that Sales has all this “profile plus” information at their fingertips you will want to ensure that your marketing automation and CRM systems are synchronized in real time as well. Some organizations structure their marketing data architecture differently and maintain a master marketing database of record outside the operational systems of marketing automation or CRM, and synchronization of all operational systems is to that database. That works too!
Back to your attendee – since you have such good information about your attendees, you can send customized follow-up, rather than a generic “thank you.” Do thank them, but create value by including relevant information, advice, or recommendations.
Finally, do the analysis. What’s the ROI for the event? Because it’s all linked to specific prospects and you have included events in the map of each customer’s journey and tied it to revenue, you can include that event spend into your attribution model with all your other marketing activities. The result is credible ROI than can drive decision for future marketing investments.
Your events are no longer cost line items, they’re investments with a proven return and you have line of sight into the impact of all your marketing programs — whether digital marketing campaigns or face to face events. So start planning your next event like a data-driven machine!
Since marketing automation is a key part of this data-driven process, download the Marketing Automation Simplified guide to get your machine up and running.