6. The journey of a thousand miles begins with a
single step.
- Lao Tzu
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7. Start Your Video Marketing With Small Steps
Start with the Next Practice
Step 1:
Existing nurture tracks and emails: where can you easily add video?
Your Goal is Best Practices
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9. Best Practice Engagement: Video Gating
• Video gating leads to an “exchange” of prospect information for your content.
Make your video content compelling enough to entice the viewer to fill out the
lead gen form with personal information
• Test your gating preferences for each target audience and each type of
content. Results vary and your strategy should reflect tested results
• Gate single videos rather than a landing page to give insight into the content
behind the gate
• Start with mid-roll gating, then A/B test pre and post-roll if results are not as
expected
• Consider “soft gates” if your conversion rates are low
Source: blog.brightcove.com/en/2015/07/getting-started-video-gating
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12. Best Practice Engagement: Emails
• Build a playback page (landing page) home for your video
• Design a thumbnail to entice recipients to play video
• Enable autoplay on your landing page, if appropriate, to increase
engagement and conversion rates
• Generate video player and email thumbnail embeds and tracking codes
• Test the flow and analytics
Source: blog.brightcove.com/en/2015/07/how-include-video-email-campaigns
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13. Engagement: Email and Landing Pages
up to 80% increase
in landing page conversions
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14. Best Practice Engagement: Landing Pages
• Create visual tie between email and landing page
• Focus your landing page on video content and simplify landing page
copy
• Anchor your video with additional valuable text-based content
• Include the call-to-action both in video and on landing page
• Enable your MAP and CRM to push notifications around lead activity
(% watched, time on page). Automate emails to engaged leads or
establish triggers to send MQL to sales
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