For years, Unbounce has relied on webinars to bring in new customers.
However occasions have modified and a spotlight spans are dwindling. In a frenzied digital world of streams and notifications and information feeds, individuals are altering the way in which they devour content material. And we see that clearly in our webinar attendance charges:
Of each 100 those that register for our webinars, 31 attend on common.
Persons are busy, and never everybody has the posh of dropping their work to attend a mid-day webinar. What in case your viewers desires to soak up content material in the identical means they select to devour it of their leisure time — on demand?
Everybody loves binging a collection on Netflix or spending hours spiralling down a black gap of YouTube movies, so why not make consuming advertising content material simply as simple and gluttonous?
At Unbounce, we’ve been experimenting with edu-taining, pre-recorded video content material. (Yeesh, what a mouthful.)
To this point, the experiment has paid off: one on-demand series with 12 episodes has turn into an ongoing supply of leads and has introduced in 87% extra product signups than webinars over the course of 4 months.
Is it time to kill the webinar and exchange it with the on-demand type of video consumption? Learn all in regards to the marketing campaign we ran and also you be the decide.
The massive concept
For those who’ve ever run a webinar, that they’re a ton of labor. We wished to see if there was a option to lower effort whereas rising leads and product signups. And to be utterly clear, we had been additionally in search of alternatives to speak about our product in a significant, genuinely useful means — in a means that may have our viewers picturing themselves utilizing it.
We bounced across the concept of manufacturing pre-recorded movies for our viewers, which we noticed as having a number of advantages over webinars:
- They offer you extra time to give attention to high-production worth and fancy video enhancing
- They enable the presenter to speak on display screen straight to the viewers, versus (much less human) full-screen webinar slides
- They relieve a lot of the stress attributable to technical glitches related to reside webinars
- They’re a good way to give attention to showcasing your product with explainer movies and demos — exhibiting spectators why they need to purchase your product
- They’ve the potential to usher in leads and product signups for months with out a lot energetic effort after the preliminary launch. No extra breaking your again solely to depend on the ROI of a really particular time slot
With all of these attractive benefits in thoughts, The Landing Page Sessions was born: an on-demand collection hosted by our co-founder, Oli Gardner.
The collection ran for 12 superb, 20 minute-ish episodes the place Oli not solely deconstructs a fan-submitted touchdown web page, however their complete marketing campaign.
Iterating off of previous multimedia content material tasks, we knew that our viewers wished to study extra about what occurs earlier than and after a customer arrives on a touchdown web page. So we checked out site visitors sources akin to PPC adverts and electronic mail copy, and dissected whether or not they matched the design and tone of the touchdown web page they led to.
We additionally provided hands-on touchdown web page optimization recommendation by exhibiting spectators urged adjustments proper within the Unbounce landing page builder:
To get the present in entrance of a bigger viewers, we paired up with a few of our favourite corporations: companions sponsored an episode (or your complete present) in trade for electronic mail blasts to their viewers. (Shout out to Wordstream, Wistia, KISSmetrics, Usability Hub, Inbound.org, Optimal Workshop, and Sprout Social!)
Conversion alternatives galore
We knew that showcasing the builder in all probability wasn’t sufficient to get folks to make the leap and turn into a buyer. If watching Oli use the builder gave folks an itch they wished to scratch, we wished to make signing up fast and simple:
- We prompted folks to enroll in a demo of Unbounce by putting this CTA proper underneath every video:
- When Oli talked about the Unbounce builder or was utilizing it to resolve an issue, we used Wistia annotations (which pop up straight over the video) to immediate folks to enroll:
- We additionally put a name to motion on the finish of each episode to encourage new signal ups from high-interest watchers who made all of it the way in which to the tip of the episode:
We additionally wished alternatives to seize leads who didn’t convert straight away:
- We repeatedly drove site visitors to the present by means of partnership co-promotion and paid promoting:
- Lastly, we applied an exit overlay on the collection’ microsite that was very particular to the content material of the web page:
If customers haven’t already signed up for updates, an exit overlay is triggered inviting them to be added to the record.
Outcomes of the marketing campaign
Our objective was to gather 1000 new electronic mail leads and 25 new product signups from the primary season roughly 3 months from launch.
How’d we do?
We crushed the objective with 2,300 leads and 88 new product signups.
In comparison with our webinars, that’s 87% extra product signups on common.
This isn’t to say Unbounce goes to drag the plug on webinars, which nonetheless work properly for us when it comes to offering tutorials to clients and gathering leads.
However in terms of showcasing our product contextually and nudging folks towards a trial of our product, plainly our viewers enjoys consuming content material at their very own tempo.
This was one of many highest performing campaigns Unbounce has ever run inside its timeframe and for the quantity of effort it took. We’ve set the bar excessive for our second season and may’t wait to do all of it once more.
Is product advertising the brand new content material advertising?
This marketing campaign was profitable for quite a few causes. It allowed us to share content material in a extra humanized, private means. It enabled us to create pleasant, high-production movies that showcased our product in a means that enabled viewers to image themselves utilizing it.
However it additionally allowed us to empower our viewers by giving them the liberty to decide on when they wished to devour our content material. And our viewers thanked us with their enterprise.
A fairly win-win scenario when you ask me.