70% of the buying cycle has taken place before buyers are willing to engage with a live salesperson. But do you know how much of the buying cycle has taken place before buyers even get to your web site?
Jon Miller, VP Marketing of Marketo, and I recently presented a webinar with the Content Marketing Institute on Using Mobile, Social and Video to Generate Leads and Revenue. Jon shared the concept of “Seed Nurturing”, how it is different than lead nurturing; and what’s important at these early stages of awareness to attract potential buyers and turn their engagement into leads, and ultimately, revenue.
What not only attracts people online, but also compels those people to SHARE your content and spread the word to others in their sphere of influence? Overwhelmingly, video has become the new normal – it’s easy and enjoyable, educational, engaging, accessible on mobile devices, and is frequently shared across social networks. But in these earliest stages of attracting interest, before you even know WHO is viewing your content, what can help you drive leads and demand that you can follow up on? Here are five best practices:
Use calls-to-action and interactivity within video
Re-use across social & web channels
Combine w/ other media types
Optimize pages for search
Identify your “premium” content
Check out the archive to hear more about these five tips, and learn key considerations for when your video goes mobile!