At MarqetU, we can help you develop engaging and authentic video content to attract, engage, and delight your prospects and customers. To get started with your video marketing strategy, start by developing a video content plan:

There are many types of video content that can be leveraged to attract and retain customers in different stages of the customer lifecycle. Some of the types of video formats that you can leverage for your B2B technology startup include:

1. Brand Videos: Showcase your products, services, your mission, and your vision in a brand video. You can use this video in the about section of your company’s LinkedIn page, as a pinned/introduction video on your YouTube channel, and on your website landing pages. We made this video recently for our website along similar lines.
2. How-to Videos: You can create how-to videos or how-to series to help your audience with education about topics that they need help with. For example, we recently developed a video about automating lead generation for our LinkedIn.
3. Product Explainers: These videos can be used to help your audience build a foundational knowledge of your business and solutions. Your sales and service teams may also use these videos as tools as they work with customers. You can develop a series for your YouTube channel where each video explains a different functionality or use case for your product.
4. Interviews: If you know an expert whose ideas could be informative for your audience then it may be time to set up a chat and interview them. This type of video content will also help you establish credibility in areas that your customers are looking for advice on. 44% of businesses say that informative videos receive the most engagement online. For example, Lukas Haensch from Pathmonk recently invited us for an interview about thought leadership and demand generation on his LinkedIn podcast.
5. Customer Testimonial Videos: If you have customers that are willing to speak about how they benefited from your product or service, developing a series of testimonial videos could help new customers make the purchase decision. Testimonial videos are great for not just establishing credibility but also demonstrating actual use cases for which your product or service has been used.
6. Live Videos: This type of video content works really when you want to capture live events, start a live dialogue with your customers, interview an expert, or even host a Q&A session. Platforms like LinkedIn and YouTube will also send out a notification to your followers/subscribers when you go live to help attract eyeballs.

Now that we’ve learned about a few types of video content, let’s talk about the steps you can take to create your first video.

Scripting videos:

Irrespective of whether you’re shooting a quick video or an elaborate interview, writing a script will bring structure to your video content and save a lot of time at the editing table. Develop your script in the form of a word doc consisting of a table with two columns – one column for the shot by shot description of the audio portion of your video and one for the description of the visual portion. Below is an example of how we used this format to write a script for one of our videos:

Writing a script as opposed to recording extempore, will enable you to get feedback from your team members and also stick to the time limit. The ideal duration for your video content varies depending on the platform that you’re posting on and the topic of your video.  

Remember to close your script with a strong call to action. A call to action ensures that your audience is directed to the next step you would like them to take – Do you want them to like, subscribe, and/or comment? Do you want them to check out the link to a new product? 

Choosing the platform:

The right platform can elevate your video marketing strategy, but the wrong platform can destroy it. Think about your buyer personas and goals before deciding where to post your videos. Some of the options are LinkedIn, YouTube, Facebook, Instagram etc. Once you’ve selected the platform you will be sharing on, you can always cross-promote the link from that platform on the accounts of your other platforms. For example, you can easily share the link to your YouTube video on LinkedIn.

Shooting the video:

On the day of the shoot, get ready for the camera. You can wear whatever dress code is acceptable in your industry and your customer’s industry but remember to look professional. Clean up and wear something that won’t blend into the background (no white shirts against a white wall :). Choose a spot that is well-lit. Look into the camera and maintain a personable tone.

There are a lot of different cameras and peripheral equipment that you can use to shoot videos. However, we recommend getting started with a basic setup like the front camera of your mobile phone or mounting your phone on top of a make-shift tripod i.e. anything that will hold your phone and keep it stable while you record. You can also use the webcam of your laptop for the shoot.

Another great way to shoot a video is using the record feature on a video conferencing app like Zoom or Google Meet. This setup is especially useful for product demos or instructional videos where you may need to share your screen.

Remember to look into the camera and keep it conversational. Make sure that all your footage is shot in the same orientation i.e. horizontal v/s vertical. Most platforms including LinkedIn and YouTube favor the horizontal or landscape orientation.

Editing the video:

Most marketers will agree that shorter content, while tougher to create, is more effective and engaging as compared to longer videos. To edit your footage, use free video editing platforms like iMovie (iOS users) or others mentioned in this Shopify blog post. Next, remember to caption your videos. 85% of social media videos are now watched with no sound. If possible, include images and infographics that will aid visual interpretation for your audience even when their audio is switched off. We have used YouTube studio to trim, blur, and subtitle our videos before and it worked great! Learn how to use YouTube studio here.

Now that we have your process in place, what should you be adding (if at all) to your Shopping list to succeed at video marketing?

To create great video content, you don’t need a great set up you just need a set up. However, here are some of the easy to use resources that we recommend:

Recording yourself: Your phone can record good quality audio and video and even help you edit it. We often use iMovie on the iPhone to edit and subtitle our videos. Android users can download one of these free video editing software apps for the same.

Recording your screen for a demo video: Windows users can use the instructions in this video or use the Xbox Game Bar in Windows 10 to start capturing your screen and your voice for a product demo or an instructional video. Mac users can use the QuickTime player which is already installed on your mac to record your screen and voice.

Editing: You can edit your videos using iMovie on a mac or any of these free video editing software products. Like we mentioned earlier, YouTube studio is a pretty good platform for editing your video even if you intend to share the video via another platform. Just download the edited version of your video from YouTube studio and publish the file via your platform of choice.

A study by Heinz Marketing found that 68 percent of organizations plan to increase their investment in video marketing in 2020. If you’re looking to engage new and existing customers with exciting video content, feel free to please reach out to us on LinkedIn, Twitter, at info@marqetu.com, or call (001) (650) 727-0983.

Additional resources from MarqetU about video publishing are:

1. https://marqetu.com/b2b-tech-marketing-community-weekly-newsletter-sept-12-2020/
2. https://marqetu.com/telling-your-story-via-video/

The post The end-to-end DIY video cookbook appeared first on Premonio.

So we wanted to share our own experience in creating fun, low-budget videos that tell your story, especially on LinkedIn, which is fast becoming the most trusted social media platform for B2B marketers. Since we are in the process of developing some quick and engaging video content for the LinkedIn audience, we realized our research may help you utilize LinkedIn’s native videos too.

So what is the difference between videos shared from platforms like YouTube, Vimeo etc. and LinkedIn’s native videos? Unlike shared video content, which requires an initial upload to YouTube prior to sharing from a link, native videos can be uploaded directly into the LinkedIn video feed.

Why LinkedIn video and not another platform like YouTube?

LinkedIn has a very engaged user base with 40% of LinkedIn’s engaged users accessing the platform on a daily basis. It is better to upload your videos directly on LinkedIn as opposed to sharing a YouTube link because the LinkedIn algorithm gives native videos more weight. This means that native videos show up more often in the feed than a video that was uploaded on another platform and then shared on LinkedIn.

Appearing more often in front of your LinkedIn audience can help you increase brand awareness and loyalty with B2B decision makers and influencers on the platform. In fact, 38% marketers use LinkedIn video and 75% of them believe that LinkedIn videos are effective.

To make a video LinkedIn native, you can upload your video from the same area in the newsfeed page that you generally use to write posts.

In this post, you will find a quick end-to-end guide to developing and sharing LinkedIn native videos that covers steps like messaging, scripting, shooting, editing, and promoting your videos.

Defining your message, scripting, and call to action:

Like it is in case of all types of content, LinkedIn videos should be well-thought out, catchy, crisp, and easy to find and consume. Each piece of video content can be structured using a defined message, a script, and a call to action.

To define the message, ask yourself “What do we want the audience to take away from this video?” Keep this message at the center of your script. Some types of video content that you could create for your B2B audience include an introductory video about what your company does, quick chats with employees that are strong advocates for your company, instructional videos about your product etc.

Once you’ve decided your messaging, write a script to ensure that your message can be communicated clearly. Irrespective of whether you’re shooting a quick video or an elaborate interview, writing the script will bring structure to your video content and save a lot of time at the editing table. Develop your script in the form of a word doc consisting of a table with two columns- one column for the shot by shot description of the audio portion of your video and one for the description of the visual portion. Below is an example of how we used this format to write a script for one of my videos:

Writing a script as opposed to recording extempore, will also enable you to get feedback from your team members before you shoot.

Next, close your script with a strong call to action. A clear and strong call to action ensures continued engagement in the form of LinkedIn comments from your audience. These comments may also be a good source of ideas for future videos.

Shooting your video:

Marketers are increasingly realizing the value of the quality of message over the production value of videos. Get started with a basic setup like the front camera of your mobile phone or mounting your phone on top of a make-shift tripod i.e. anything that will hold your phone and keep it stable while you record.

Another great way to shoot a video is using the record feature on a video conferencing app like Zoom or Google Meet. This setup is especially useful for product demos or instructional videos where you may need to share your screen.

As for your look, dress casual or formal based on your brand image. Remember to look into the camera and keep it conversational. We also recommend shooting horizontally because LinkedIn automatically transforms a vertical video to the horizontal format after upload. However, if you’ve already got some good footage vertically, don’t fret. Shoot the rest of the video vertically and maintain uniformity.

Editing your video:

Most marketers will agree that shorter content, while tougher to create, is more effective and engaging than long videos. I had previously shared similar opinions from a Silicon Valley marketing community meet up here.

So, how long should the video be? While LinkedIn allows the upload of videos anywhere between 30 seconds and 10 minutes, videos that are one to three minutes long are known to perform the best.

For editing your footage, use free video editing platforms like iMovie (iOS users) or others mentioned in this Shopify blog post. Next, remember to caption your videos. 85% of social media videos are now watched with no sound. Not just that, make sure to include images and infographics that will aid visual interpretation for your audience even when their audio is switched off.

Sharing and Promoting:

Once you’re satisfied with your edit, upload the video on LinkedIn with a supporting copy, relevant tags and hashtags, and a link to your website/product in the description.

For the supporting copy, describe your video using 150 characters or lower. The supporting copy sets the context for the video and piques the interest of your audience. Including a relevant link in the copy makes it easier for your audience to find out more about your brand if they decide to do so after watching your video. Based on the topic of your video, remember to use appropriate hashtags and tag any relevant companies or people you’ve mentioned in your video. This will help you get your content in front of people beyond your immediate network.

Finally, continue to engage with your audience by replying to their comments under the video. Commenting with updates or other related links under your post even after people have already engaged with the post helps you cover multiple facets of the topic and sometimes may also help you put together a summary of the things you learnt from audience feedback after you posted the video.

The post Telling your story via video: How to easily create, edit, and promote native video content on LinkedIn appeared first on Premonio.

Prospects typically start their “customer journey” by browsing the web for answers to their problems want to be informed and persuaded, and in control of when and how they are being approached. Rarely do they want to be sold to the right off the bat? For example, when’s the last time you clicked on a LinkedIn ad in your feed or accepted an invite from a pop-up chat window?

Considering those challenges, how effective is your marketing message? Creating a marketing message that differentiates your company’s product and services is one of the hardest things you will have to do. But formulating a highly differentiated message is essential in beating your competition, successfully swaying analysts and influencers, and making your online presence more compelling. When done well, highly differentiated messaging will drive demand and increase your market share.

In this blog post, we’ll go over five key things your B2B cloud software startup should consider when creating a message that will be compelling enough to be effective.

Knowing What Your Company Stands For

Shared values build relationships and are the power behind purposeful action. Of the consumers surveyed by Harvard Business Review, 64% cited shared values as the primary reason to have a relationship with a company. This applies as much to B2B as it does to B2C and is the very essence of a strong brand. Before you even start creating your message, you need to know what your company stands for. Why? Because those values will reflect in your voice, your visuals, and your interaction with customers.

Steve Jobs once said, “To me, marketing is about values. This is a very complicated world, a noisy world, and we’re not going to get the chance to get people to remember us. No company is. So we have to be very clear about what we want people to know about us.”

B2B technology companies are so focused on getting the enterprise deal that they often forget that their buyers are human beings with their desires, passions, and beliefs. How you communicate your values, creates a window into the soul of your company. Without getting metaphysical about it, you probably already know who you are, and if you don’t, someone in your organization does – most likely, a founder who put her soul in creating the product. You must dig deep to find those values, to find your best selves, and then translate that into messages to use to interact with everyone – from customers to vendors to partners.

Marketing is not just about a piece of content you blast to the world or the one-liner you put on your homepage; it’s about your customers experiencing the brand philosophy at the heart of your organization. For example, if you are selling to developers, but your message is full of marketing buzzwords that coders can’t relate to, likely, you haven’t figured out how you should represent yourself to them. If you cite customer satisfaction as a priority, but your sales representatives take three weeks to respond to a prospect call, there is a gap between the truth and your perception of reality. The entire organization has to encompass the core values to give customers the experience they truly want.

Understanding Your Customer

Before writing your value proposition or tagline, it’s useful to go through a series of logical steps to understand why someone would choose your product over your competitor’s. This requires not only knowing your product’s strengths but having a deep understanding of your buyers and competitors.

This might sound straightforward enough, but we’ve realized that many B2B technology startups struggle with this critical step. It’s because when we start a business, we often think we know the answers when we don’t. We have to learn from trial and error. Larger organizations have the luxury of relying on an established sales and marketing track record to pull reliable analytics from their CRM and marketing systems or conduct thorough customer and market studies. As a startup, knowing your target audiences’ personas can be difficult, but it’s essential in helping you formulate messages that talk to their needs.

Depending on your situation, here are a few practical things you can do to get a better understanding of your customers:

1) Listen to Your Prospects and Customers

Do you have a list of prospects and customers? Even if it’s only a handful, whoever is creating the message should set up a time to speak with them directly. Performing a win/loss analysis is invaluable in understanding the logic behind a decision to purchase or not. Taking detailed, structured notes allows you to identify patterns not only for refining your message but product enhancements that you can later feed into your roadmap.

For example, we had a software client who believed that their user interface was the key to their success. However, when we did a win/loss analysis, there was no difference in UI likeability between those who had bought the product and those who hadn’t. It turned out that they all had liked the UI, but the UI had not necessarily been the motivator to purchase the product. On the other hand, customer support was rated as one of the biggest reasons customers had decided against partnering with the company. So, while the UI was a vital aspect of ensuring a prospect would consider the product, it was the customer support that made the real difference. As a result, fixing the customer support experience made a much more significant difference for their market share than making the already appealing UI even better.

The key is to listen to your customers. Don’t put words in their mouths, and if they voice criticisms or even false opinions, don’t get defensive or try to sell them still if they have decided not to buy. The point of these conversations is to understand their motivations and objections. And then analyze the patterns.

2) Listen to Your Sales Team as if They Are Your Customer

Sales representatives are usually the first group of your employees to hear from prospects and customers about what they do and don’t like about your company or products. Therefore, they usually have a keen sense of what sells and what prospects resonate with. Usually, it’s not some overly general or abstract value proposition, but often very earthly concerns around pricing, implementability, the ability to plug-and-play with other products, the products’ ability to help the buyers’ careers, and even the fact that they just like their salesperson.

To understand what your prospects find compelling about your offerings, and what moves them to a purchase decision, start by watching your sales representatives present the sales deck in a meeting. Besides providing useful feedback on sales’ ability to deliver a compelling, customer benefits-oriented product and company pitch, it is beneficial in tweaking the message, as necessary.

3) Search Your CRM Tool for Purchase Patterns

Do you have a CRM tool like Salesforce or Pipedrive? Is your sales team using it? If so, you’re in much better shape than many startups. You can pull a report that can show who your sales team has worked within an account, who has signed the PO, and who has influenced the opportunity. Analyzing this data and identifying patterns can be useful in testing your assumptions about who you think your buyers are.

For example, if you believe that the VP of Marketing is your primary buyer, but then you realize that more often than not, it is the Director of Product Marketing who is making the purchase, you know that you might want to create new messaging that targets that persona. However, the accuracy of the analysis relies on the accuracy of the data in your systems, which is why it’s essential that the sales team is trained adequately in using the CRM tool.

4) Hire Luminaries

You can run your messages by those who could be a potential buyer within your network or online. You can find luminaries and thought leaders from your targeted industries who would be more than willing to work with you for a fee or a free license. Either way, their input, more often than not, is constructive in formulating your message.

5) Knowing Your Competition

Often companies drink their cool-aid, thinking their product is the best in the market, but your competitors exist for a reason. They may have their weaknesses, but they have their strengths, too. Do you know what those strengths are? And more importantly, do you know how to beat them? Also, do you know what they say about your real or perceived weaknesses, and do you know how to disarm those arguments with credibility and impact?

Once you have this information and comparisons, write them in a format that can easily be shared with sales. We often see founders conveying differentiators verbally via a team call. You need to write down concise and memorable statements about your differentiators so sales can refer to them when needed. And your prospects can repeat them to their colleagues when they’re building consensus internally around whether they should consider purchasing your offering.

Also, as you write your marketing message, keep those differentiators in mind so that you can address them. Talk about your differentiators as your strengths without mentioning your competitor by name or disrespecting them. Educate your potential customers through differentiated messages that you feed to marketing and sales, and allow the buyer to make their own decision.

Answering the “So What?”

Many times, we think we know why our company and product is the best in the market and write our messaging from our perspective. As you write, you have to ensure that your messages are answering what I like to call the “so what?” question. Why would the buyer care about what you are telling them? Make sure what you convey directly addresses their needs and isn’t only about what’s cool about your company.

The technologists in a company are often the ones that create the first version of the marketing and sales collateral. When this happens, some of the early pitches, though accurate technically, are focused on product features. This type of messaging might appeal to technical and junior level buyers, but if it doesn’t address important customer business issues, it fails to excite the senior business buyer.

A differentiated statement that reflects the soul of your company, while solving customer issues is the goal of active messaging. Creating this statement often takes weeks or even months, but when done correctly is a compelling, engaging summary of why someone should buy your product and services.

Keeping it Concise

Have you ever visited a company’s website, read their brochure, and still aren’t sure what they correctly do? Keep your messages concise. Avoid buzzwords and technical jargon. Communicate in a few clear sentences precisely what you do and how you are different. This respects the reader’s time and guides them to take the action you want them to make faster.

… And Finally

Once you have formulated your messaging, you can create value propositions, positioning statements, and messaging pillars. We’ll talk about each of these in some of our other blog posts. We’re also writing about how to create marketing campaigns with focused messaging that are effective in driving demand and can accelerate the growth of your sales pipeline.

The post 5 Things to Consider When Creating Killer Marketing Messaging appeared first on Premonio.

We’ve all had those conversations. But since pointing out what doesn’t work isn’t enough, this blog outlines one prescriptive approach to crisply and analytically correctly drill into what a convincing value proposition might be.

Let’s start with first principles? What is value? The short answer is that its incremental profits that are incurred by the buyer of your offerings. If you could have two parallel planets, and the only difference between them is that on one planet they bought your product and on the other planet they didn’t, at the end of the first year of use, the bank accounts of your buyers on the first planet should have more money in them than the non-buying users on the second planet have. The difference in the amount of money between the two groups of bank accounts is your “value add.”

So, if the value is the same as incremental profits, then the value can be defined as additional revenues plus incremental cost savings since profits are revenues minus costs. Each of those variables, in turn, can be broken down into further, logical sub-components. For example, incremental revenues might be comprised of possible price increases times potential increases in sales volumes. Or, increases in cost savings might emanate from a reduction in overhead costs or a lowering of variable expenses. With real offerings, the total value add is often a combination of all these factors.

How does one go about capturing the total value add? In our experience, it’s a three-step process:

1. Diagram all the incremental sources of revenue increases and cost savings in a fishbone-type, cause and effect diagram
2. Either as a thought exercise or to create the beginnings of an ROI tool, quantify the revenue increases and cost savings
3. Extract qualitative statements of where and how “value is accrued,” i.e., revenues increased, or costs saved, and synthesize the results into an overall, verbal framing of value adds

Diagram all the Incremental Sources of Revenue Increases and Cost Savings

This is an accounting-based breakdown of the buyer’s costs and revenue sources, kind of like creating a faux P&L for the buyer. Then combine that with an assessment of which of the origins of revenue growth and cost savings could be impacted by the implementation and use of your offering. An example of such a diagram, taken from the world of cybersecurity, is shown here:

Quantify the Revenue Increases and Cost Savings

Once a layout like the above has been built, and we suggest using a spreadsheet because it makes this next step more manageable. Each node in the diagram can be associated with the higher-level nodes through a series of arithmetic relationships, aka formulas. For example, if revenue is volume times price, then the spreadsheet can be modified by capturing the associated method, as well as the needed coefficients such as unit prices or costs.

Key to ensuring the resulting value calculations don’t double-count savings or miss entire categories of benefits, the nodes at any one level in the diagram need to be “mutually exclusive” (i.e., don’t overlap) and “cumulative exhaustive” relative to the next higher node (i.e., capture elements contained in a higher node completely). The acronym for this analytical scrutiny is called “MECE.” It ensures the cost and revenue calculations that sum up to a higher level node are complete and don’t duplicate effects.

Extract Qualitative Statements of Where and How “Value is Accrued”

Once the above analytical framework has been built, but you don’t want to take it to an ROI tool, say, then it’s still useful to translate the framework into its qualitative components. For example, for one of our security clients, it became clear that their technology did not reduce the risks of an attack (their prior messaging). Still, it reduced the size of the ultimate damages from an attack, as well as the total costs of preventing attacks because their product allowed for more efficient deployment of the security infrastructure. The resulting messaging then was all about controlling financial exposure, and not about risk reduction, as it had been before with limited success.

This analytical and replicable approach helps you create a marketing message that crisply expresses your sources of value add, and thus lays down the analytical foundation for more effectively differentiating your company’s product and services. Once you have formulated your value propositions, they can then be exported to positioning statements and messaging pillars, and become the defensible and compelling underpinning of your company’s messaging framework.

The post What is “Value” in a Value Proposition? appeared first on Premonio.

Content Marketing Institute performed a survey recently that showed 88% of B2B marketers use content marketing as part of their strategy but only 30% of those programs are effective in driving conversions.

Only 30%! You know why? Because to inspire your readers you have to care about them and what you say has to come from a place of truth. In fact, your top challenge shouldn’t be about generating mountains of content, but creating content that inspires your readers. And you can’t do that if you’re not thinking strategically.

Here are some things to consider when creating a content marketing strategy:

Understanding the “Why”

Before you create another checklist of assets, ask yourself why does the world need another piece of content? The answer shouldn’t be because I need more leads. It should be more along the lines of how that asset will make a difference in the lives of your prospects. Will it be relevant to them? Will it provide solutions to their needs? Will it uplift them and inspire them?

Thinking through these questions helps you move away from reacting to your company’s short-term requirements to focusing on a strategy that allows your prospects to connect with your brand. Rather than creating half-hearted standalone content pieces that are disconnected from your brand identity, you can create a list of assets that map to your messaging, reflects the voice of your brand and more importantly, solves your client’s problems.

Identifying Campaign Themes

Rather than creating a piece of ad-hoc, one-off content quickly in the hope of mediocre results, think about how your content fits into your campaign themes. Hopefully you have some campaign themes defined. If you don’t know how to create marketing campaigns with focused messages and themes, you can check out this checklist.

Once you know what themes your content will fit into, you can make sure that it is tailored for the message and persona associated with that campaign. This way, you will have a series of content pieces that you can use to nurture your customers. You can then take advantage of the psychology of repetition to gain traction in the market place.

Knowing Your Audience

Not every asset will appeal to every person. You have to assess whether your audience will enjoy the asset you have created. There are two main things to take into consideration. First, does the messaging appeal to the audience and if it doesn’t how can we improve it? Second, what type of content would the audience be interested in? For example, a CEO might be willing to take a quick look at a 30 second high level video whereas a developer would be more interested in an article covering tips and tricks. Know your audience so you can create the right asset for them.

Mapping to Demand Generation Funnel

Think about your buyer’s journey as you layout the content. How will they consume your assets? Nowadays, most people do their own research online before they even talk to a sales representative. When you create a checklist of content make sure that you highlight where an asset fits into the demand generation funnel and the nurture stream. For example, a Gartner report which is a thought leadership piece would fit into the awareness phase, whereas a how-to video about your product would be later in the funnel, most likely the consideration or even the purchase phase.

Once you map your content to your funnel, it will be much easier to use it for nurturing purposes, online, and as part of outbound and inbound campaigns.

Remembering Your Existing Clients

Sometimes startups seem to be so focused on getting the next big enterprise deal that they forget that their existing clients matter too. In fact, existing customers can be the lifeblood of your business as they continue to renew and refer your services.

Providing useful content to existing clients is invaluable to ensure that they are satisfied with your services and continue to subscribe to them. Content that you create during product launches, helps your customers stay in tune with your innovations and continuously upgrade.

Having educational and thought leadership blogs that customers could refer to can work well in keeping your customers engaged. You can then send a monthly newsletter to update them on the recent industry news and product updates.

If you provide your existing customers with valuable content you will see better retention rates and ultimately more upgrade and up-sell revenue.

Educating Your Free Trial Prospects

If you have ever downloaded a free trial of a product to get absolutely no help in setting it up you know how painful of an experience it can be. You probably ended up frustrated and abandoned the tool. If you have a product that can be downloaded as a free trial, then your content strategy should include a series of helpful emails that provide guidance on how to get started with the trial. Your emails can include tips and tricks, links to demos or webinars, and support contact information.

Once you have created a list of all these types of assets, how they fit into the demand generation funnel and the buyer’s journey, and how they can be utilized, you can create a checklist which can be used to increase brand awareness and ultimately conversions.

The post Is Your Content Marketing Effective? appeared first on Premonio.