I guess. It’s not – you can be almost anybody and get something out of the video but it was targeted toward a BB marketer; somebody with marketing automation in place and a marketing . 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 i

s 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 st Cell phone number list ecuador age 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 bu A Little Effort: Big Rewards t then it led to – so it was very discovery phase but then it led to a case study. So you can really gauge that the leads that you take in from that campaign are more qualified because they’re interested in a case study.

 

 So you can sort of set up your next step

in the funnel. Does that make sense Dan: Yeah. No . totally. So maybe can you paint a bit more of a picture of what the CTA was . like what the button said . for example Jennifer: Sure. Actually . I’m really embarrassed because on the landing page it said “submit .

 

” which we never say to do. It’s a terrible thing to do. Dan: In your defense . you weren’t at yet so you didn’t know better. Jennifer: No. Actually . a good example for BB brands that want an effective CTA . you can look at what Salesforce Marketing Cloud’s content does with their videos.

 

 So they’ll create stuff to prompt you

on to the next piece of content. So say if they’ve done an ebook . for example. They make a mini video trailer about the content of the ebook to prompt you then to go download it. So the end of the video on YouTube contains an annotated download button .

 

 which leads to the ebook landing page where you can get the report. And this is super clever because the ebook’s launch date comes and goes but a video trailer keeps the evergreen