Not All Prospects Are Created Equal


Marketing Podcast with Scott Oldford 

conversion funnels

When  marketers create one size fits all marketing campaigns they turn away about 80% of their market.

Now, your numbers may vary, but the point is that even if someone is a perfect match for what you do they may not be ready to learn about your awesome services because there is a very good chance they don’t even realize the nature of the problem you might be proposing to solve.

And that’s where so many marketers go wrong.

In order to impact the greatest share of your ideal market, you have to reach them where they are right now. Some are ready to learn more about your awesomeness, some are starting to wonder how to solve a problem they have and some are just starting to get a sense that something is wrong.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Scott Oldford, entrepreneur, founder of INFINITUS, and marketing coach. We discuss marketing, lead generation and lead funnels based on personalization that allows you to speak to your entire market.

Oldford uses the metaphor of sidewalk, slow lane, and fast lane to describe lead funnels and campaigns that meet people in their current buying journey and invites them to enter whatever track suits them. The goal then is to move people into lanes with increasing calls to action.

Questions I ask Scott:

  • How can you get great results without an overly complicated funnel?
  • How can you track lead conversion in funnels?
  • How do you move someone from the Sidewalk to the Fast Lane?

What you’ll learn if you give a listen:

  • How to automate lead generation effectively.
  • The 3 different mindsets a new lead may have.
  • How to take advantage of obligation in your leads.

Want to learn more about INFINITUS? Visit goinfinitus.com. You can also find out more from Scott at www.limitlessbusiness.com.

Must-Use Lead Conversion Tactics for Video Marketing

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On SnapChat the other day, one of the live feeds featured was “Farm Life.” Because I have a friend who is building a business in the ag arena, I thought this would be a great opportunity to get the word out about his video production company. It’s free to upload a photo or video to the stream and gets viewed by countless SnapChat users; approximately 16.5 million people look at SnapChat every day. As we discussed options for creating awareness via SnapChat, there was one question that surfaced to the top, “How can we convert leads using SnapChat video?” 

videoVideo isn’t “the next big thing” in marketing. Video is now! If it’s not in your marketing strategy, it needs to be. One article projects that by 2017, videos will account for 67% of all consumer internet traffic. That’s huge, considering the many other ways consumers can consume information on the internet.

Videos make consuming information easy, which is why they are such a hit with consumers. You can get a ton of information into a shorter amount of time, no one has to read anything and the imagination needed is truly minimal. It’s the laziest way to soak in information. Let’s take advantage of the fact that our consumers want their information in the easiest way possible!

There are tons of good articles about how to make videos appealing. Video marketing is another form of content marketing; similar to writing good content, the better and more valuable your video is the more people will watch it.

So back to the question. What is the best way to convert leads using video on SnapChat, Instagram, Vine, or any platform that allows video? How can we take advantage of the fact that customers want to consume our message via video?

So I did some research and came up with six ways that you can steer prospects into leads by using video, to send them to your website or a landing page, or even your social media sites. (Note: Not all of these tactics will work with every medium.) Ready?

Here they are:

1. Create a custom end card

You’ve watched videos where at the end it says, “If you liked this video, subscribe to my YouTube channel.” Now take that idea and instead, have them like your brand on Facebook, follow you on Twitter, or better yet, send them to a landing page to download a free eBook or checklist – where you directly capture their contact information.

2. Include a verbal call to action

You’re making the video, your customers are watching the video, you have their attention, why not use this time to tell them where they can connect with you further? Video is a great way to gain your audience’s trust for you and your brand, so use this trust to further your relationship and engagements. Chances are, if they find you hilarious, intriguing or valuable, they’ll want to follow you for more hilarious, intriguing or valuable updates.

3. Insert the link in the video description

On most platforms where you’re uploading a video, you’re going to have the option to enter a description. Use this space to tell the story of your video and why they should click your link to further connect with your brand. Just posting the link probably isn’t enough to get prospects to click through, but if you add descriptive copy and your video is valuable, this is as good a spot as any to capture your leads.

4. Use an email gate

Capture names and email addresses directly from your video with an email gate. This is the most direct way to capture leads from video marketing. Rather than leading a customer to a page or form, you actually require their contact information before they can watch the video – or before they can see a certain portion of the video.

5. Place the video directly on a landing page

This lead capture tactic doesn’t use a third party to publish your video but instead relies on the fact that your viewer is already on your landing page. Now, the video is simply used to make the push to fill out the lead capture form. This, paired with the verbal call to action, can be a very effective way to use video for lead capture!

6. Use annotations within your videos

For YouTube users, you may notice that some videos you watch have pop-ups throughout the video. They may make comments about the video, add facts or valuable information, or even provide updates to an old version of the video. Use these annotations to push leads to your social media sites, website or landing page! You can add a link with a caption, directions to check out the link in the description or even a phone number to call. This tactic requires no extra effort by the viewer to see how to connect more, much like the verbal call to action, and can be a very effective way to connect with viewers!

Video marketing isn’t new; you’ve been watching commercials on television for decades. Videos on the web aren’t even new, but they are becoming easier to make and more accessible and shareable than ever before. The possibilities with video are endless and sometimes overwhelming. If you use one or many of the above lead capture and call to action tactics above, you can use video to drive in hot leads and quickly grow your business pipeline!

Do you use video currently? Are there any other lead capture tactics you’d recommend using?

IMG_2750Kala Linck is the Community and Content Manager at Duct Tape Marketing. You can find her blogging her travels and tweeting about marketing, coffee, and cats @tadasunshine.

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