Tag Archives: marketing


4 Lead Gen Campaign Ideas (+ the Landing Page Templates to Power Them)

All right, so you launched your most recent marketing campaign, promoted it with an eagerness you didn’t know you had, and juuuust as you’re unwrapping your celebratory Snickers bar at your desk, lead gen Greg appears to ask when you can crank out the next one.

…The next campaign that is. He’s not interested in your Snickers bar.


Every month, you can scramble to pull together a marketing campaign to fill your pipeline with leads, but I think you’ll agree it’s high time you stop winging it.

It’s much more effective to plan out your efforts well in advance and create goal-driven campaigns that direct prospects smoothly through your marketing funnel from awareness to purchase.

In this post, we’ll outline four strategic campaigns you can run for different stages of the funnel, and the landing pages you’ll need to build for ‘em. We’ll even showcase some Unbounce templates you can use to ship these babies out quickly (as soon as you’ve got the content goods to make it all happen).

To start, you’ll want to run…

1. The Audience-Building Campaign

This campaign’s purpose is simple: before you try to sell to anyone, you need to make it known that you exist and show that you’ve got a lot of value to offer.

What better way to do that than to promote the free but incredibly valuable content you publish on your blog?

To this end, you’ll want to build a dedicated landing page designed to get folks to opt in to your subscriber list and receive regular blog and content updates from you. For example, here’s a newsletter subscription campaign in action from Gumroad, a company that helps artists sell directly to their audience:

Gumroad A/B tested a variety of landing pages to learn more about what incentivized their audience to convert. The winning page now converts at a whopping 19.05%.

Jessica Jalsevac, who works on growth for Gumroad, reports that this landing page has helped increase signups by 10% over what they were last April, and it continues to generate about 5% of their monthly newsletter signups. As she puts it:

It’s incredibly valuable to have a dedicated “home” for our newsletter that we can mention in interviews, presentations, guest posts and more.

Like Gumroad, you might find that including an extra incentive (in the form of a free report, ebook or case study) helps propel people toward conversion.

By A/B testing three different variations of their newsletter landing page, Gumroad was able to determine which content angle converted more subscribers – which even helped inform the brand’s newsletter content strategy going forward.

Gumroad found that potential customers were less interested in tips and tricks on audience building and were more interested in case studies and hearing from fellow creators, as evidenced by the winning variant’s copy.

You don’t need to start from scratch!

When building your newsletter campaign, try out the Moss template in Unbounce. It’s optimized for lead gen, and with a few quick customizations (add your own benefit copy, swap out some key images) it easily becomes an opt-in page for your newsletter or blog.

Bonus: like every template offered by Unbounce, it’s mobile responsive.

Note that you’ll want to build landing pages for one subscription channel at a time.

Don’t prompt people to subscribe to your blog and your newsletter on the same landing page. For optimal results, pick one subscription channel and run that campaign with clear, benefit-focused copy.

After expanding your potential audience, it’s time for…

2. The Convey-Your-Street Cred Campaign

Now that people are aware of what you do, it’s time to show them how you do it best.

This next marketing campaign is all about demonstrating what’s unique about your unique value proposition: helping you stand out in your industry and becoming top-of-mind for prospects who are shopping for a solution to their problem.

Offering a larger, more in-depth piece of content such as an ebook is a great way to achieve this. Have a look at how Monetate, a platform for multichannel personalization, offers up their practical ebooks:

Monetate started with a blank page in Unbounce to kickstart their spiffy lead gen campaign. Because they write super targeted and industry-specific content, their prospects won’t hesitate to exchange their contact info for this valuable info.

In the case of an ebook or whitepaper campaign, credibility is what you’re striving to communicate – folks have to believe your content is worth their while or they’ll bounce.

This credibility can be conveyed in a number of ways on your landing page. You can craft especially persuasive bullet points outlining exactly what folks can expect to learn from your content, but you can also incorporate some influencer marketing here.

When creating your ebook, consider including quotations or chapters from industry experts or influencers. This way you can include a section on your landing page highlighting the experts included in the resource. The credibility certain experts carry can be a huge incentive for your target audience to download your content and can help them clearly see its value.

Launching an ebook? On your landing page, brag about the influencers who contributed.
Click To Tweet

Running your own ebook campaign?

To get started, try out Unbounce’s Lido template:


or head over to the Themeforest marketplace and snap up the MYbook template:


And don’t forget to sprinkle in some influencer marketing for the best results. ;)

3. The Edutainment Campaign (AKA the webinar series)

While ebooks and other pieces of premium content help build your credibility, it’s always a good idea to take your educational content to the next level by making it a little bit more immersive.

Why not get your target audience to engage directly with a real person from your company? A webinar series is perfect for helping prospects establish a connection with the people behind your brand.

Webinars are also a very natural way to plug your product.

At the end of your educational presentation, take an extra 15 minutes to talk about how your product or service can help a potential client meet the goals discussed in the content.

Kissmetrics knows exactly how to run a webinar campaign. They’re well known for running tons of high-quality webinars, with the recordings available for download on their site at any time.

Here’s an example of one of their webinar lead gen landing pages:


When running a high-converting webinar campaign you’ll want to anticipate your prospect’s objections to attending and address them on the landing page.

For example, when Unbounce runs a webinar, we want marketers to be able to take advantage of the content even if they can’t attend live. To that end, we include the following line on our registration landing pages:

Even if you can’t make it to the live session, register anyway and we’ll send you the recording.

This simple line helps counter any objections that people might have to signing up.

The ultimate webinar template

Running a webinar? Try out the how-to webinar template in Unbounce:


As with all of Unbounce’s templates, you can customize everything here to make this page all your own.

If you run webinars as lead gen campaigns fairly often (and you probably should – in 2014 they were our #1 marketing channel for new customers), choosing a simple template like this is handy.

All you have to do is swap out your speakers, descriptions and dates each month. This means you can focus your attention on creating outstanding webinars (with actionable takeaways) rather than trying to perfect a page design.

4. The “Here, Have a Discount!” Campaign

After building your audience, demonstrating your credibility and giving folks the opportunity to learn from a real person at your company, you can start inching folks toward the end of the funnel – toward that sweet, sweet conversion.

Yep, it’s time to prompt a demo, a free trial or give away a coupon as a special discount (read: incentive!).

As an example, check out this landing page by Spud, a delivery service for organic groceries:


In this campaign, they offer 50% off a one-time trial of their service. You simply fill out the contact form to claim your delivery at the discounted rate. It’s wicked smaht.

Whether you sell a product or service, people want to try before they buy. Incentivize them!
Click To Tweet

The key to this campaign is to offer a discount that fuels another, more-commitment-heavy marketing action further in your funnel.

By offering a trial, discount or consultation, you ignite interest and open up the possibility of following up later to prompt a larger commitment (after prospects have already had a super positive experience).

For running your own discount campaign…

Try out the A La Carte lead gen template in Unbounce!


This design places emphasis on providing your email in exchange for something valuable (which, in this case would be your coupon or discount code).

Just swap out the hero shot with something relevant to your offer, and add or remove the page sections as needed. Instead of “Get free recipes,” your CTA should read, “Claim the coupon,” or something super-specific like, “Claim 15% off.”

Whatever you do, don’t forget to test!

A method to the madness

Your goal with setting up strategic campaigns is to lead folks through your funnel. Start by running campaigns with small buy-ins like a newsletter subscription and go with more commitment-heavy offers from there.

Then optimize your campaigns at every stage of the funnel. The more leads you can collect and nurture up top, the more you can impact revenue down the line.

So stop winging it.

Make it your personal mission to run the four campaigns shared here, and make a conscious decision to A/B test the heck out of ‘em. You’ll be sure to start filling your funnel more easily and you’ll have campaigns addressing multiple stages of the buyer journey.

Best of all? You’ll have a pipeline perpetually filled with leads.

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4 Lead Gen Campaign Ideas (+ the Landing Page Templates to Power Them)

How To Build A Landing Page From Scratch

A while back, we discussed ready-made landing pages in some detail. We evaluated how to customize lading pages “out of the box” and even reviewed the top landing page providers. For many businesses, ready-made landing pages are the way to go. You don’t have the time, expertise, or team to tackle landing pages without help, […]

The post How To Build A Landing Page From Scratch appeared first on The Daily Egg.


How To Build A Landing Page From Scratch

Turn Content Into Customers [PODCAST]

Are your readers on a clear course toward conversion? Image by Marko Derkson via Flickr.

Having awesome content isn’t the be-all and end-all of a successful content marketing strategy. If you’re not being deliberate about how you send your readers down your marketing funnel, you’re not going to see results.

In this episode of the Call to Action podcast, co-founder Oli Gardner recalls how Unbounce used an ebook to generate leads before our product was even ready.

Then, Unbounce’s content strategist Dan Levy and Michael Karp of Copytactics discuss tactical ways that you can put your content to work and gain qualified leads in the process.

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In this episode: Stephanie Saretsky chats with Oli Gardner, Unbounce’s co-founder. Then, Dan Levy, Unbounce’s Content Strategist, interviews Michael Karp, founder of Copytactics.

Stephanie Saretsky:  Let’s go back to the very beginning, shall we? Almost six years ago, six men got together and decided to start a business. That business would result in over 2 million landing pages being created. But first, it had to let marketers know that it existed, and that meant generating some leads.

Oli Gardner: I’d never even heard of the term before. I mean, I became a marketer the day we started the company.

Stephanie Saretsky: That’s Oli Gardner, cofounder of Unbounce. And the term he’s talking about is lead generation. The Unbounce blog launched months before the product was ready. And Oli’s early posts focused on educating marketers about what landing pages were and why they needed them. But in order to get people to fork over their e-mail addresses, he needed to put together something even bigger.

Oli Gardner: Kind of a funny story. I decided I wanted to do an ebook for lead gen. And our CTO Carl said in passing to Rick, “What, is he really gonna waste two weeks writing an ebook? Surely there are more important things to be done, like building our website, blah, blah, blah.” I held a two-hour brainstorm, got a whole bunch of stickies on a wall. Then went and pulled an all-nighter, wrote the ebook, came back, slapped it on the desk (digitally) the next day. Kinda of an f you.

Stephanie Saretsky: That f you came in the form of Unbounce’s first ebook, 101 Landing Page Optimization Tips. The ebook took off and generated around 1,200 leads for the fledgling company, which had the team pretty excited.

Oli Gardner: It’s so exciting when you’re starting a company. I remember – same as when we started getting our first – we’d have four customers in a day, and we’d be like, “Ooh, this is so amazing!” We’d get leads. And then you look at them, and some of them are total spam. But then you get some real ones, and you get – the exciting part is when you get ones with an actual company name in them, so not Gmail. That’s kind of exciting.

Stephanie Saretsky: That’s the power of great content. It’s not only beneficial – and dare I say delightful – for the audience you’re targeting, but when great content has a solid strategy behind it, it can turn your readers into eager leads that are pumped to try out your new product. But it’s not as easy today as it was back then.

Oli Gardner: But really, I mean, there weren’t many inbound marketers at that time. There was HubSpot, Content Marketing Institute, MarketingProfs and things like that. But Unbounce was one of the early pioneers of content marketing, to be honest. It was much easier to be special, I think, then. Now there’s just a webinar every 15 seconds and too many ebooks.

Stephanie Saretsky: You gotta redefine the ebook then.

[theme music]

Stephanie Saretsky: I’m Stephanie Saretsky, and this is Call to Action, Unbounce’s podcast about doing marketing better. It doesn’t matter how awesome or delightful your content is; if you’re not being deliberate about how you send your readers down the funnel, you’re not going to see results. You need to have a clear plan that gets people from your awesome content to your leads list because people won’t randomly find their way there. This means we have to get a little bit more creative about how we generate leads. So we spoke to a guy that has a few tricks up his sleeve.

Michael Karp: Michael Karp, and I work at Copytactics.com.

Stephanie Saretsky: Unbounce’s Dan Levy spoke with Michael about generating traffic and turning that traffic into leads, which Michael wrote about in a post for the Unbounce blog, “A Step-by-Step Guide to Generating Leads With Your Content Marketing.”

Dan Levy: Your post is really refreshing to read as a content marketer because so much content about content dwells on that agonizing question of why businesses should be creating content and yours goes straight into the how. That said, I’m gonna ask you to take a step back for a second and explain why you think content’s primary objective should be lead generation.

Michael Karp: I think that lead generation is definitely a top priority of content marketing. But – I’ll explain this in a little bit – I wouldn’t say that it is content marketing’s primary objective.

Dan Levy: Okay.

Michael Karp: I think that content marketing’s primary objective is to gain exposure for your business. I’m sure you’ve heard that there’s this notion that buyers don’t really wanna be sold to anymore. They’re doing more research before making buying decisions and all that. So I would say that your goal with content marketing is to be the business that shows up when these prospects are doing their research. So you wanna get found. You wanna get found in Google. You wanna get found in all these distribution channels online. You wanna get found on social media. And that’s the primary objective of content marketing: to gain exposure and to get found.

And then after that, you start worrying about how you’re gonna generate leads and optimize your website. Because if you don’t have that exposure and you don’t have people coming to you for this information, you won’t be able to generate leads with your content.

Dan Levy: Right. So your content needs to be there in the right place at the right time when your prospects are looking for that information.

Michael Karp: You don’t wanna make that mistake of thinking that if you just produce content, then they will come. I see a lot of businesses who – their blogs are kinda just crickets, you know? There’s not really much going on there. It’s because they have this false information that just blogging is going to bring people to you. But you actually need to promote your content and actively put in the work to get that readership and to get people coming to read your blog. And that’s when it becomes effective content marketing.

Dan Levy: I guess lead generation is a really useful metric to determine whether or not your content marketing is performing – whether it’s ultimately generating leads. But in order to generate leads, you still need to bring in some traffic, as you said. Your traffic, though, in order to be effective, ultimately needs to be made up of potential customers. How do you make sure your traffic is qualified traffic?

Michael Karp: Right, yeah, that’s extremely important. I always say that to get qualified traffic and to get the people coming to your website who are potential customers, you need to create content that solves the same types of problems that your products and services solve. So you don’t wanna go too far with your content to where people don’t need your products and services anymore. People read content and are attracted to content because it solves some sort of need and desire that they have. And if you match the needs and desires that attract people to your products and services with your content, you will naturally attract the people who need and desire your products and services.

Dan Levy: Right. And in your post, you have a lot of different tactics for finding and bringing in that qualified traffic, including some really cool Twitter hacks.

I wanna go straight to something else which I think is a bit less known but I hear people talk about it a lot, which is using online forums or groups or question and answer sites to target niche communities. How do you participate in those forums, though, in a way that doesn’t seem salesy or self-serving?

Michael Karp: Yes, this is a big concern, not so much for solo bloggers like myself, but especially for bigger companies and agencies. It can really hurt their brand image to be too salesy or too self-serving. So what you wanna do, first off, make sure that what you’re promoting is not necessarily your products and services but your content. So make sure you’re promoting content, but make sure it is the most valuable content you can possibly create on that subject.

So the issue arises when people are promoting, like, a 500-word article. Say you go on Quora. You answer someone’s question a little bit, give them some information, and then you provide your content as a natural place to get more information. So when people see that, they read, okay, like, this person knows what they’re talking about. Let me click over here and get some more information.

If they’re disappointed when they get to your website, then they view you and your business as salesy and self-serving, like, you’re just trying to get your traffic stats up or you’re just trying to get people to your website; you’re not really trying to help people. But if they get to your website and they are blown away by the piece of content you created, they completely forget that you even promoted it. They start to thank you for showing it to them.

So it really comes down to the type of content you’re creating and how valuable it is, but then, yeah, also how you’re promoting it.

Dan Levy: So as long as you identify the right questions and provide answers that actually solve their problem, then –

Michael Karp: Yeah.

Dan Levy: – you don’t have that much to worry about. Can you share some tips for identifying those questions that your product or solution happens to have the answer to?

Michael Karp: Yeah, yeah. So there’s this – it’s called the Five Whys method, and it’s for determining your customers’ pain points. You end up asking “why” five times. And you pretend like you’re talking to your ideal customer. And you start off with a very specific problem. So my problem is I’m not generating any leads. Why? Because my site isn’t ready to generate leads. Why? And you go through all of that. And that’s where you start to dig really deep into the issues that your potential customers are having. So that’s one method you can use.

You can also go to places like these forums and Q&A sites and LinkedIn groups and literally just read through all of the discussions that these people are having and create a spreadsheet and jot down the ones that pop up over and over and over again. And these are the questions that you wanna answer. And then go back into these groups and communities and present your content as the answer to these questions.

Dan Levy: So once you have that traffic, you’ve gotta convert those visitors into bona fide leads. One popular technique is through popup forms, which are exactly what they sound like: windows that pop up and ask people for their e-mail address. We’ve talked about using popups on the podcast before. And the question that always pops up is, “Yeah, we know those things convert, but at what cost?” So how do you test whether the increase in leads that you get from these things is worth a potential decrease in user experience?

Michael Karp: That is definitely a major concern. What you have to do is look at your specific website, and you have to test this for yourself. So I would suggest running a split test or doing, like, 30 days with a popup, 30 days without a popup. And measure your change in user experience signals – so like your bounce rate, your time onsite, your pages visited – and measure the amount of leads you generate and how many of those leads converted into customers. And look at how having a popup form versus not having a popup form affected the business objectives that you’re going for.

So I can’t really say – there are case studies that say, “Oh, you need it to do this. You, like, you need to have a popup form.” But in reality, it depends on your business; it depends on your market. If you look at, say, a marketing blog like mine or any of the other marketing blogs that are read by a lot of marketers, they’re used to seeing popup forms. And odds are you’re gonna reach those business objectives better with a popup form than without one. But if you look at more consumer niches, they’re used to more being spammed by popups and stuff like that. So in that case, odds are having a popup form will probably hurt your lead generation. But you can never say that definitively until you test it yourself.

Dan Levy: Have you experienced any blowback from having popups on your site?

Michael Karp: No, I haven’t. And not on my clients’ websites either. I have one client who is in more of a consumer niche. He’s in the commercial drone industry. And we’ve done a little test, and definitely having a popup is leading us to the objectives that we want.

Dan Levy: It’s funny; I think a lot of us share these concerns as marketers. But at the same time, whenever I ask people whether they’ve received any negative feedback, no one’s said anything. So maybe it’s time for us to stop worrying and love the popup.

Michael Karp: Yeah, it could be. And I even saw a case study from Dan Zarrella. He went on the very extreme end of having a popup show up every single time a visitor goes to any one of his pages. So no, like, “If a visitor comes once, it doesn’t show up for ten days.” It showed up every single time. And he didn’t see any major decreases in user experience at all.

Dan Levy: Oh, wow. Huh. I feel like this is the slippery slope that we don’t wanna go too far down. But –

Michael Karp: Exactly.

Dan Levy: – it’s – yeah, that’s interesting. Another technique for capturing traffic that you talk about is something you call content upgrades. I must admit I’d never heard of content upgrades before, at least I hadn’t heard them called that. So what are content upgrades, and why are they an effective way to generate leads?

Michael Karp: So I discovered content upgrades from a case study on Brian Dean’s blog. And he got a 300 – I believe it was 385 percent increase in e-mail conversions from having just two of these content upgrades on his website. I don’t remember the length of the case study, but it was pretty convincing. And a content upgrade is – so if you think about your lead magnets on your website and your opt-in forms, they’re typically site-wide general lead magnets. So you have it, say, in a feature box on every page of your website or in the sidebar on every page of your website, or an opt-in form below the post that’s pretty general.

With a content upgrade, you create a resource that is specific to one piece of content that will help people get the results that you’re teaching, make it easier for them, or make it faster or something like that. So it’ll be like a checklist that instead of reading through every word of your post again, they can just go through the checklist and do it faster. Or like I did for my first Unbounce article. I created a list of resources and links to the resources and what each resource was used for within the steps that I presented in the article. And so it’s very specific. I can’t use that content upgrade on anything else, so it’s specific to that piece of content. And the reason it’s so effective is because this lead magnet is hyper-targeted to the content that person is reading right now. The idea is they have a stronger need for that lead magnet at that point in time than the other lead magnets on your website. So it’s hyper-targeted.

And then the way you deliver it is through a popup light box. So, you’ll basically have a link or a box within the actual content – so between paragraphs in your article – so they’re forced to scan over it. When they scan over it, it says something like, “Click here to download a free checklist of these steps.” They click on that. A popup form comes up, and they put their e-mail address. Then you’ve captured a lead. And then they get redirected to the free resource, and then they can go back and continue reading your content.

So it’s hyper-targeted, it’s within the body of the content so they pretty much can’t ignore it. They can, yes, scan over it and not read it. But it’s much more likely that they will actually scan and read this opt-in rather than something on your sidebar or your feature box or below your post, where they’ve seen these opt-ins before and they’re used to it, so they’ll come to your website and sometimes they’ll ignore it. But if they’re reading your content, then it’s hard to ignore this opt-in.

Dan Levy: And I mean, the key here is that it’s actually providing value to readers because it’s an extension of what they already came for, right? It’s not just a distraction.

Michael Karp: Exactly, yeah. It definitely has to provide value. Otherwise, people won’t opt in. It needs to be something that’s really gonna help them.

Dan Levy: In a way, it’s like the perfect compromise solution to that age-old problem of whether or not to gate a piece of content. It’s like, you keep it ungated to bring people in and benefit from that traffic, but you embed lead gen opportunities throughout the post.

Michael Karp: Definitely. That’s a really good way of putting it.

Dan Levy: Can you talk about how you’ve created your own content upgrades using dedicated landing pages?

Michael Karp: Right. I actually need to upgrade my content upgrades on my blog.

Dan Levy: You need a content upgrade upgrade is what you’re saying?

Michael Karp: Exactly, yeah, a content upgrade upgrade. My content upgrades right now are just .pdf versions of the article. The benefit is just that you can read it offline; you can take it with you on your tablet and all that. But it’s not as good of a content upgrade as I could be making. But either way, no matter what type of content upgrade you have, one of the ways that I’ve delivered it is through a landing page. So if you don’t use a service like – for WordPress, there’s a plugin called SumoMe.

Dan Levy: Right.

Michael Karp: And within that, they have the leads app. And it’s a content upgrade delivery app, pretty much. If you don’t wanna use that, what I’ve done is you can literally just link to a landing page wherever you would put a content upgrade anyway. So you could just put it in brackets and say, “Download this article as a .pdf.” They click on it, they go to a new tab, and then it goes to your landing page, which is optimized for conversion. And then they put in their contact information and get delivered the content upgrade that way.

Dan Levy: So landing pages are obviously our bread and butter here at Unbounce. But I think most people associate landing pages more with AdWords and performance marketing than content marketing. Can you talk a little bit about what a dedicated landing page could do for your content marketing, as opposed to just sending that traffic to your blog or your homepage?

Michael Karp: Right. Definitely. Instead of, like, a sales funnel, I would think of it in terms of a content marketing funnel. So say you create a piece of content, and then you go out and drive traffic to it. You promote it, drive traffic. People come to your blog or they come to the article, they see the link to your content upgrade. They move from the article to the landing page, and then they convert. And that’s kind of the end of your content marketing funnel, and then you go into your sales funnel.

I think the difference between sending them to your homepage, or just sending them to your blog in general, is that you’re gonna convert a lot more visitors with the landing page as a part of your funnel, rather than maybe they’ll opt in to your sidebar or your popup or something like that. If they go – if you include a landing page in your funnel, it doesn’t mean that all of those other opt-ins suddenly go away. It just means you have another highly optimized place for website visitors to opt in. And the more of these you have, the higher your conversion rates are gonna be.

Dan Levy: So the last tactic you mention in your post is a bit more philosophical than the ones we’ve covered so far. You call it genuine content marketing. What does genuine content mean to you, and what does it have to do with generating leads?

Michael Karp: Right. So this is something that came to me when I first started learning about content marketing. It just kind of clicked. And it’s a philosophy that I’m pushing myself with my blog and with my interactions with people. Genuine content marketing comes from having a genuine caring for the people that your business serves, so your potential customers, your actual customers, your clients and all that. And it’s a mindset and a notion that permeates all the content you create and how you promote it into the world and how you then interact with people that come to your blog and all that stuff. It’s just an idea that content is not just a marketing asset. It’s a way to improve the lives of the people that your business serves. It’s a way to improve lives; it’s a way to provide value, I would say.

Dan Levy: Right. And the idea is that if you’re doing that, if you’re providing value, if you’re answering the right questions, then of course people are going to want to sign up for more. And that’s where the lead gen aspect comes in, I guess.

Michael Karp: Yes, exactly.

Dan Levy: Cool. So let’s say I’m ready to create genuine content that brings in targeted traffic and turn it into qualified leads, kinda putting together everything that we’ve talked about so far. Where’s a good place to begin?

Michael Karp: Right. I would say you wanna step back from the metrics and the stats and all that for a bit, and really get down to your mission as a business and what you truly want to do – the type of service you truly want to provide in the world and how you wanna help people. So I would go so far as to actually have a meeting. Sit down with people and brainstorm and map this out.

No matter how big your company or business is, make sure everyone understands this vision, understands this mission. It’s something that I know Apple did very well and something that Steve Jobs was very good at: making sure that the mission is clear cut and understandable, and then letting that permeate through everything including your content. And then move on to all of the tactics and strategies that drive traffic and generate qualified leads and ultimately grow your business.

Dan Levy: That’s really good advice, and I’d add, probably something that’s good to do again every once in awhile. We actually just did something really similar here at Unbounce, even though we’ve been creating content for five and a half years now. As your team grows and your product and your audience evolves, you wanna keep checking in and making sure that you’re starting with “why” and you’re all clear on what purpose your content serves in the first place and why it matters.

Michael Karp: Exactly. You definitely never want to lose sight of that “why” and that purpose.

Dan Levy: Great. Well, I think that’s a good note to end on. Thank you so much for taking the time to chat, Michael. It was a pleasure.

Michael Karp: Yes, thank you very much for having me.

Stephanie Saretsky: That was Michael Karp, founder of Copytactics. You can find his blog post in this episode’s show notes at Unbounce.com/podcast.

So we’re six months into the production of Call to Action, and we’d really love to hear what you think. So if you have a sec, please drop us an e-mail at podcast@unbounce.com, and we’ll be sure to get back to you.

That’s your call to action. Thanks for listening.

Transcript by GMR Transcription


Turn Content Into Customers [PODCAST]

The Power of the Premium: How Increasing the Quality of Your Bonus Can Improve Conversion Rates

Back in 1986, a researcher named Jerry Burger set up an experiment to test the power of getting a bargain. At his Santa Clara University stall during an art fair, Jerry was selling cupcakes and cookies — with a twist. Half the customers who came to his booth were told immediately that a cupcake and two […]

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The Power of the Premium: How Increasing the Quality of Your Bonus Can Improve Conversion Rates

Understand This BEFORE You Start Your Business

The success of your business depends on 3 major factors. Team Product Market Fit You can’t succeed if your business isn’t running properly or nobody knows about it… of course. But even if you’re an efficiency machine with a killer marketing strategy, you’ll never succeed if the product/market fit just isn’t there. I might be […]

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Understand This BEFORE You Start Your Business

5 Subtle Yet Super Powerful Copywriting Tips

Copywriting is a bit like martial arts; you don’t need to take aggressive action to see results. Image source.

Marketing can be like martial arts.

In a fight, you can floor your opponent with brute force.

You can throw a burst of punches and strikes, or grapple until you’re blue in the face. Or you can calmly step back, target one of your opponent’s pressure points, and quickly end the fight with one swift strike.

Marketing your business is the same.

You can grow by taking aggressive action. You can crank out more content, or pay for ads and leads to increase traffic. Or… simply step back and target the “pressure points” in your marketing by finding small tweaks that create big wins.

One of the best ways to get big wins from small tweaks is to focus on converting more prospects into customers by strengthening your copy.

But not all copywriting tweaks are created equal.

You can spend hours tweaking the wrong things and get weak results, so here are five simple but effective ways to ramp up your conversions by cranking up the power of your copy… Mr. Miyagi style.

1. Use open loops to seduce your prospect

Ever had an awesome TV show that you couldn’t stop watching? A series of books that you couldn’t put down?

You have? Congratulations, you’ve experienced the power of open loops (also called the Zeigarnik effect).

Open loops prey on our brain’s natural desire for completion.

You see, the brain enters a state of confusion or tension when it views something as incomplete. The cause could be a story, a question, even a household chore that you forgot to complete — and the only way to overcome that confusion and tension is for your brain to close the open loop.

When it comes to writing copy, an open loop is a part of your sales message that doesn’t tie up immediately.

You can apply open loops to any copy and instantly make it more magnetic.

Here’s an open loop example from the CopyHour landing page.


The writer starts the sales letter with talk of a mysterious little secret that top copywriters used to sharpen their chops, and as a result make bucket loads of cash – instantly making you wonder what this secret is.

But it doesn’t stop there. The sales page goes on to constantly dangle this secret right in front of your face. This strengthens your curiosity and makes you more invested in finding out what the mysterious secret is – increasing the chance of a conversion.

Open loops aren’t hard to implement.

The easiest way to get started is to ask more questions in your copy and vaguely expand on the question, just like the example above. This lack of completion makes your reader feel curious and more invested in your copy.

2. Make your first sentence hypnotic

Your first sentence has to open with a bang.

It has to immediately snag your audience’s attention and drag them into your copy. If your readers don’t make it past the first few sentences, they sure as hell ain’t making it to your call to action.

Shortening your sentences (and your first sentence in particular) is an excellent way to make your copy a little bit more engaging.

The trick is to make sentences so short and easy to read that they instantly suck your reader into your copy. In his book Advertising Secrets Of The Written Word, legendary copywriter Joseph Sugarman even said:

My first sentences are so short, they almost aren’t sentences.

Take for example the opening sentence on Chartbeat’s landing page for their study on audience development.


Have a look at how short and simple the opening is:

It’s not enough to just count clicks and page views anymore.

When someone begins by reading that, they’re naturally inclined to wonder, “What is enough then? What’s wrong with counting clicks and page views? What should I measure?” 

These questions then fuel the reader with enough coals of curiosity to make him want to read on.

Also, shorter sentences look like a piece of cake to read, which increases the chances of someone actually getting through your copy. This is a huge benefit because it’s harder to stop reading copy once you’re already interested and curious.

3. Deploy power verbs for maximum impact

Good copy paints pleasing pictures in the minds of your prospects. It dives into their brains and engages their senses and emotions.

This is where most writers make a fatal mistake. They rely on adjectives and limp words to add flavor to their copy, but as killer copywriter John Carlton said in his book Kick Ass Copywriting Secrets:

Good copy goes light on adjectives. And heavy on action verbs.

The right action verbs give your copy a muscular, grab-you-by-the-throat effect that keeps your reader glued to the screen.

The example below shows the difference between fluffy adjectives and power verbs in creating vivid mental images:

The stomach-turning news was extremely shocking. All of a sudden, he didn’t feel very good. He quickly sat down on the large black sofa and passed out.

After powering up with verbs:

The news hit him like a sharp hook to the stomach. He felt his heart rip, and an ocean of darkness washed through him as he collapsed into the sofa.

Big difference, right?

When it comes to descriptive power and sharp imagery, the second paragraph leaves the first, adjective-infested one coughing in the dust.

Here are some examples of powerfully “verbed-up” sentences from Jon Morrow’s Serious Bloggers Only landing page:


Pay attention to some of the verbs he uses:

  • Because they stumbled into popularity
  • They are desperate to seize the opportunity before it slips away from them.
  • If you’re a serious blogger, you’re tired of wading through thousands of articles, reading contradictory advice, and trying to figure out how to piece it all together.

See how alive and vivid the writing becomes with just a few well-placed sharp, powerful verbs?

Keep a thesaurus handy at all times, and be sure to have a swipe file on standby. This will help you inject strong verbs and words into your copy without ripping your hair out in frustration.

4. Adhere to the AIDA formula

When writing copy, it’s easy to find yourself staring at a blank page wondering, “What’s next?”

That’s where the AIDA formula (by copywriter Gary Halbert) comes in handy.

It’s a formula that allows you to consistently create a smooth, strong sales message that latches onto your reader’s attention and keeps them interested.

So what does AIDA stand for?

  • Attention. This is where you snag your prospect’s attention with a benefit-driven headline and introduction to make him want to read on.
  • Interest. This is where you’ll pique the interest of your prospects and nudge them deeper into your copy by describing how your pain solving product/service benefits their lives.
  • Desire. After arousing your prospects interest, here’s where you pump up his desire for what you’re selling. Usually with a bullet point list that describes all the juicy benefits of your product/service.
  • Action. After your reader is blown away with the amazing benefits your product, you then invite him/her to take action. Usually to make an order or fill in a form.

Here’s an example of the AIDA formula in action from the webprofits.com landing page.



The headline is curious and grabs the reader’s attention by suggesting that the SEO game has changed.


Once the page catches the reader’s attention, it cultivates interest with paragraphs which explain how SEO has changed (next to the laptop).


After that, it arouses the prospect’s desire by describing the benefits of the product.



It finally closes with the “Get Free Analysis Now” call to action.


Following the AIDA formula inserts a smooth compelling flow into your copy and keeps readers glued to your sales message.

5. Harness the power of reframing to shoot up perceived value

A 1999 study by psychologists Davis and Knowles showed the shocking persuasive power of a technique called reframing. In the study, they went door to door and sold note cards for charity.

  • In the first pitch, they said that it was $3 for 8 cards. They made sales at 40% of households.
  • In their second pitch, they told people that it was 300 pennies for 8 cards, which was followed up by, “which is a bargain,” resulting in 80% of the households buying cards.

This tiny change in the pitch had a huge effect on results, but how and why was it so influential?

Here’s what happens:

When people are told the cost of the cards is 300 pennies instead of 3 dollars, their routine thought process is disrupted. Now, while they’re distracted trying to process the odd sounding “300 pennies” and why anyone would use pennies instead of dollars…

They’re immediately told that it’s a “bargain.” And because pennies sound so easy to spend in comparison to hard-earned dollars, they are more likely to accept the suggestion that the cards are a bargain.

This is known as reframing.

Reframing is a wickedly effective technique. It allows you to manipulate the perceived value of a product by making comparisons and shifting the focus of your reader.

Here’s an example of what reframing looks like:


You wouldn’t rush to buy something that’s $500 a year right? I mean for most people, it’s a decent amount of change.

How about for $42 a month?

Or $8 (the price two lattes) a day?

Sounds much more appealing doesn’t it?

This landing page reframes the price of a brand new car in terms of two lattes per day ($8), which serves to soften the blow of the price and make the offer more appealing.

Here’s another example from the CopyHour landing page:


The landing page reframes the price by comparing the total price of the course to how much it costs per day, instantly reducing the weight of the price in the prospect’s mind.

Crafting seductive landing page copy doesn’t have to be painful

Powerful landing page copy doesn’t have to be painful to create. Pick a couple of strong techniques and tips, focus on the needs of your prospects, and you’ll be fine.

Now it’s your turn. How do you go about cranking up your copy power to increase conversions? What’s the weirdest conversion boost/decline you’ve had with regards to copywriting? I’d love to know!


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5 Subtle Yet Super Powerful Copywriting Tips

Video Marketing Without a Goal is Just Moving Pictures [PODCAST]

Don’t just point and shoot: are your video campaigns backed up by data? Image by J. Sawkins via Flickr.

How can you make your marketing videos delightful while still reaching your business goals?

In this episode of the Call to Action podcast, Unbounce’s Dan Levy talks to Jennifer Pepper (Unbounce’s Customer Success Content Strategist) about this tricky task. They dive deep into the importance of a data-driven approach to video marketing campaigns, and share some tried-and-true storytelling methods that’ll give your videos that extra kick.

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In this episode: Stephanie Saretsky chats with Felix Cha, Unbounce’s Videographer. Then, Dan Levy, Unbounce’s Content Strategist, interviews Jennifer Pepper, Unbounce’s Customer Success Content Strategist.

Stephanie: Hey podcast listeners, just a heads up we will be taking a break from the podcast next Wednesday, July 1st, due to holidays in the US and Canada. You can expect another episode to be posted on Wednesday, July 8th. 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 Unbounce 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 Unbounce’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 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 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 features. But with a new department comes new responsibilities.

Felix: I kind of realized okay, I really gotta start making use of data. As creative people, we kind of tend to not think of data as much; we just think about how it’s gonna look, how is it gonna feel, how is it gonna affect our audience. But I am trying to learn how Unbounce’s marketing actually works and how it’s been doing and where we are going to actually better understand okay, how can videos or anything I make contribute to the campaigns. So that’s like the new challenge. Because I don’t have a marketing background; I’ve been just making videos on my own a lot of the time. And to actually try to learn what marketing is and how we can take data and lessons from those campaigns and bring it back into the creative part of it is – it’s a new challenge but it’s really exciting.

Stephanie: I’m Stephanie Saretsky and this is Call to Action, Unbounce’s podcast about doing marketing better. In this episode, we’re tackling a conundrum that it seems a lot of marketers are facing: getting started on producing cool and delightful video marketing that also achieves tangible business goals. Luckily, we knew just who to talk to.

Jennifer: I’m Jennifer Pepper and I’m the Content Production Manager for the Customer Education team.

Stephanie: Unbounce’s Content Strategist, Dan Levy, spoke with Jen about the importance of data driven video marketing and the different methods of video storytelling that she wrote about in a post for the Unbounce blog: “Don’t Bother Using Video on Your Landing Pages Unless You’re Doing These 5 Things.

Dan: Video marketing, eh?

Jennifer: Oh, yeah.

Dan: What’s the deal with video marketing?

Jennifer: It’s hot, Dan, it’s hot.

Dan: I’ll rephrase that for you. Video is, I feel like, one of these things that we all have the sense we should be using more in our marketing because we know the stats about engagement and that YouTube is the second largest search engine after Google. But it’s also kind of expensive and a bit complicated and time consuming. So how do marketers know whether it’s worth investing in video?

Jennifer: Well, it’s definitely a different medium to get right for most brands but experimenting with your audience and your content is the key to getting started. So a lot of people think they want to get in on the video game, but it’s only really worth investing in once you’ve figured out the plan for content creation – so what you’ll create and for who – and have an understanding of how you want your videos to contribute to guiding people along the marketing funnel.

So ideally, you can start with creating one to two to three videos at the top of your funnel. And then after you’ve distributed those videos strategically the best you can, you follow up by reviewing the engagement data for this first set. So you don’t want to create a ton of video series of 18 videos only to find out that they’re not really resonating. So you’ve got to start small but you also have to have the tools in place to start measuring engagement, which, for marketers, that’s gonna be a video marketing platform.

But after a while of creating videos, you kind of want to calculate the overall ROI on the content. And to do this, you’re going to look at whether you’re making more money back than you’re spending on producing the assets in the first place. So take the amount of sales attributed back to video conversions and divide it by the amount of money spent to create the video.

Dan: That’s a really good answer. But let’s take a step back maybe, for a moment.

Jennifer: Sure.

Dan: One of the things that you say in the post is that it’s crucial to define what your goal is before even starting the concept for the video. You actually wrote about a video marketing campaign by the company Vidyard that converted at 33 percent. So could yo tell us about that campaign and how they approached it from the ground up?

Jennifer: Sure. So at Vidyard we were writing articles all the time to get our message out there, like many startups. But when you write about the same story all the time, you start to wonder: okay, how can I scale this message more effectively and is there a content asset that I can make as sales enablement so that we can use this message all the time on a bigger scale?

Dan: Right. Sorry, we should just clarify that you were at Vidyard before Unbounce.

Jennifer: Yeah. So we made a strategic video campaign about the two types of people we were always writing about and for. So the video is about what happens to a marketer who posts videos blindly and hopes that they do well versus a marketer who is super smart about where she distributes her video and is just more strategic.

So we wrote this “once upon a time” type story about Post-and-Pray Pete and Strategic Sue that would speak directly to our audience of B2B marketers who weren’t really sure what to do with their videos. And even though videos don’t always have a strategic purpose these days, we’re a startup and we needed the content we created to help us with lead generation month over month. So we decided the video had to have a bigger purpose for lead viewers to complete more of a meaningful action so that they had to enter our funnel somehow.

So at the end of the video, the narrator tells you that the main character in the story is a real marketer, not just a cartoon, and this call to action prompts the download of a case study about this exact marketer – one of our customers. In other words, the video leads viewers to reach the end of the content to engage with even more content that speaks to the middle of the funnel. Does that make sense?

Dan: Yes. So in this case, the campaign itself was instructional in the sense of distinguishing between the type of marketer who starts the video campaign with a strategy in place versus the one who just sort of thinks if we build it, they will come. But it was also itself a campaign that had a “lead you in” component to it.

Jennifer: Absolutely. So we ended up finding that those who converted were pretty high quality because the video served as a way to qualify their interest. So if we get you to watch a two-minute video and then you download a case study, you’ve gone through two actions and it’s likely that you’re more interested or you’re worth a call or you’re trying to figure out what our business actually does, you know?

Dan: So the goal of the campaign was what, to generate a certain amount of leads or to get people to watch a certain amount of the video?

Jennifer: So basically it was a lead gen campaign so we were trying to get more people in the top of the funnel. So the content is very high touch, I guess. It’s not – you can be almost anybody and get something out of the video but it was targeted toward a B2B 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. 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 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 Unbounce yet so you didn’t know better.

Jennifer: No. Actually, a good example for B2B 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.

Dan: Right, and the CTA doesn’t necessarily have to be at the end of the video, right? It could be anywhere depending, I guess, on the tool that you’re using for video?

Jennifer: Absolutely. So some video marketing platforms have a feature built in where you can have a pop-out CTA, for example. So you don’t always have to think end-of-video CTA because there’s no guarantee that someone’s gonna even get to the end. But you can use something like a pop-out CTA so if you’re going to mention a product, maybe it’s a product demo but they’ve seen half the video and maybe they’re convinced. You can have some slide-out on the side that says, “Hey, like already sold? Check out the demo,” or I don’t know, something but they can click and go explore.

Dan: I love the honesty of “Already sold.” It’s like, “Already sold; want to stop watching this video? Just click. Just click already.”

Jennifer: “You done? Good.”

Dan: I want to talk a little bit about storytelling. And I know storytelling has become another one of those buzzwords that’s buzzing around marketing circles over the last few years. But when it comes to video, story really is crucial. How can you use story to drive people toward that call to action?

Jennifer: Yeah. Everyone talks about video stories but the strength of a story is whether it can evoke any emotion. So I’ve found it kind of surprising that it doesn’t even really matter which emotion you pick because they all kind of work. So you can make people feel delighted or you can leave them feeling anxious, but you just want them to feel something as a result of watching your content because this helps prompt the all-important next action.

Dan: Even if it’s terrible.

Jennifer: Oh, yeah. I have an example of that for later, I guess. But you just want them feeling something at the end. Because the classic brand generic video leaves people feeling like, “Okay, I’m done with this.” And then they drop off. But if you’ve done a video right, it should have people thinking, “Okay, what else can I watch from these guys?” Like they seem to know what’s up or they really resonate with your message. But it’s good to be aware of what you want your audience to do. So if you want people to like your brand, you might want them laughing, like with a comedic story angle. But if you want them to resonate with your brand, you might want to evoke feelings of empathy and be really, really transparent and honest.

If you want them to take action, fear or even a light anxiety can be a good motivator. So again, not those positive emotions but you can make them feel kind of like they’re missing out on something. So whether it’s like a new service or a trend, something of value like people hate missing out. So you could also make them feel silly on account of current mistakes. So it doesn’t always have to be a positive emotion. But as long as they’re feeling something in their gut, it’s good.

Dan: Right. So before you set out on that campaign, you’re thinking about what the goal is, but also how do you want this piece to make people feel, which is a really interesting secondary questions, I guess. One of the emotional triggers that you mention on your posts is anxiety, which is I guess one of the – you know – maybe more negative ones. Can you explain how Adobe stirred up anxiety in a video of theirs called “Click, Baby Click”?

Jennifer: So this is a video Adobe did a while ago and it featured the CEO of an encyclopedia company who happens to get data back about a marketing campaign that seems to suggest that people are buying tons and tons of encyclopedias. So you see him stir the plant into heavy production of more of the books and there are massive shipping containers sent out, and it’s pretty epic. But the end of the video shows a baby with an iPad who’s just mindlessly clicking the brand’s ad over and over again like in a banner ad.

Dan: Oh, no.

Jennifer: So the ad ends with a voiceover that asks, “Do you know what your marketing is doing?” And it’s great because the majority of the target audience of marketers has to wonder, well, do I know? Like how do I know? So it’s a terrific campaign and there’s more of that set of ads that they did that are just so good because they just stir up a sort of anxiety. And when they leave you with that, you’re sort of prompted to take an action. You’re prompted to go see a trial of the software – of their analytics software. So I think it’s really smart.

Dan: Yeah, in this case the solution is to put them out of their misery, right? Cool. Let’s talk about metrics for a second. What are some of the ways to measure whether a video marketing campaign is successful? I’m guessing it goes beyond views on YouTube.

Jennifer: For sure. So you can post videos to YouTube but I always say that they have to point back to your site where you have a video marketing platform in place tracking visitors’ engagement on your site where it matters. But you want to look for a video marketing platform that allows you to integrate with marketing automation, in most cases, because this is how you can leverage the data to its fullest.

So in terms of engagement stats, YouTube alone isn’t really enough for marketers at this time because it can only tell you how many people are watching; not who’s watching, where they’re located, and what other videos they’re browsing through on your site. For this info, marketers kind of have to look at video marketing platforms and how video marketing integrates with other key tools that they have in place. But after releasing your first few videos, you’re gonna look at things like how many people are watching total, the percentage of people who click through to watch a video, what percentage of a video do they watch before they drop off, what other videos they’re watching on your properties.

So did one video lead them to another or even to download a resource from you? What was their next step and the amount of content people consumed total on your site? So which video led to another one, and so on and so forth. And you can also A/B test your landing pages to see whether videos are actually helping to persuade more people to convert.

Dan: Right. I keep talking about YouTube because that’s often what comes to mind when you hear online video. But like you said, you really want to host your videos on that dedicated landing page. Beyond A/B testing, what are some reasons for doing that, or is A/B testing the answer and I gave it away?

Jennifer: You’re definitely going to want to test out whether videos help your landing pages because the entire purpose of the landing page is to persuade, and videos happen to be the best way, I think, to convince someone of anything. So they’re inherently persuasive because they usually contain people and faces and we all really like consuming information in that palatable way. Unruly found that enjoyment of a video asset increases purchase intent by 97 percent and brand association by 139 percent. So that’s huge. And Unbounce found with previous research that it can impact conversion by up to 80 percent just having that video on your landing page. But it all depends on whether that asset is actually good.

But one of the best examples of video on a landing page I’ve seen recently is the example on Unbounce’s site: Paper Anniversary by Anna V. It’s so good. There’s this lady, Anna V., who sells paper anniversary jewelry. So she makes jewelry for people’s first wedding anniversaries out of paper. But she has a video at the top of her click-through page so the landing page leads to where you can go see the actual jewelry pieces. But the top of the page contains this video featuring the owner of the company talking about how the first anniversary is so important and why men should consider buying a paper gift, a traditional paper gift – meaning her jewelry – to make it special. But it’s just such a persuasive video and it’s got high production quality, which you don’t always have to have, but that one definitely contributes to a better experience. And yeah, you should check it out; it’s really good.

Dan: I will do that. So it’s interesting. I guess videos help reinforce a landing page in terms of engagement, in terms of making the sale, I guess, and persuading them to click the CTA. While on the other hand, the fact that it’s on a landing page helps the video actually convert, right? Because ideally if it’s a properly designed landing page, especially with when they have only that one thing to do, which is click the CTA either in the video or on the page itself, which hopefully I guess are lined up, right? You don’t want two conflicting CTAs between the page and the video?

Jennifer: Oh, yeah. The video should definitely – if you’re going to include one, it can’t be the video brand generic thing that has nothing to do with the offer on the page. You really, really want the two of 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 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 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 50 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. All right, so what’s the easiest way for marketers to get started with video without investing a huge amount of time and money right off the bat?

Jennifer: Well, to get started, think about the questions that your brand is in the best place to answer. So think about which topics you’re an industry leader in and how you could do how-to video series or even interview questions about this particular topic. So these kinds of how-to videos help your search rankings for the particular query phrases that you answer. And when people turn to YouTube or Google with questions like “What is cloud software?” your cloud software company can show up as the answer that has the video next to it, which is inherently more interesting to click on as a search result.

But you can start with three videos and go from there. So work on getting the distribution just right because that’ll have a huge, huge impact on whether you’re getting the traffic that is actually valuable to you. Work on syndicating the content in articles that you shop out to various sources on the web to get the right traffic going to those videos is a good idea. So if you are talking about – you’re talking to B2B marketers, let’s say, about something very business-specific, you might want to write for Inc.com. Ask the editors, “I want to include this video. Can I embed it with my embed code?” So then your video marketing platform on your site can be tracking the results of who’s watching that somewhere else so you can get an idea of where the traffic is coming from and who that is and stuff like that. But most outlets will let you do that.

Dan: Right, and probably they’ll be more willing to let you do that than to embed like a really obvious product-related CTA right in the article.

Jennifer: Definitely, definitely. It’s definitely got to be something that their audience is interested in. So if you make, say, a video infographic – so say you have a static infographic. Maybe you want to make that into more of an interactive of one through video. And then a lot of companies will want to capitalize on the research that you did so you can syndicate it with their audience. But work on capturing the right audience and the right channels and getting that engagement metric higher and higher. So try and cap off the drop off. You don’t want people dropping off ten seconds into your videos because then they probably weren’t that good to begin with.

So you can adjust and refine based on the metrics that you look at. So if people are dropping off after ten seconds, there’s either something not right about where you put the video and the audience that comes with that spot, or there’s something wrong with your video. So you can rework the content with edits. So you could take out content that your audience is constantly skipping over, for example, and then see how the recut does.

Dan: I like that. These metrics basically force you to – they keep you honest. They force you to make sure that the video is actually good, not just “good enough.”

Jennifer: You can definitely keep iterating and making sure that you’re catering to your audience with video, which I don’t think a lot of people do. They think, “Okay, I made one, it’s not that great, that’s it.” But there’s also nothing wrong about using your webcam or your iPhone to film, either. You just need to consider your audience’s time and you have to get the edit right. So I find like some people think they need a talking head for 30 seconds, you know? But even that, you’ve got to break up with B roll and keep it interesting. You just want to make sure that your content delivers the most value possible.

Dan: I think that’s what it’s all about, right? Delivering as much value possible.

Jennifer: Yup.

Dan: Yup. All right, well, I’m gonna go get myself a monkey sweater so I’ll let you go.

Jennifer: Excellent.

Dan: Thanks so much for taking the time to chat, Jen.

Jennifer: Thank you.

Stephanie: That was Jennifer Pepper. Her title has changed since the time of recording, and she is now Unbounce’s Customer Success Content Strategist. You can find her blog post and this episode’s show notes at Unbounce.com/podcast.

So we’re six months into the production of Call to Action and we’d really love to hear what you think. Do you like the format? What do you think about our guests? And what do you want to hear more of? So if you have a sec, please drop us an email at podcast@unbounce.com.

That’s your call to action. Thanks for listening!

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