Meet Sally. Sally is interested in learning more about the housing market/buying a car/caring for her new Golden Retriever (whatever product or service you offer) so she Googles it and up pops your video, answering her specific questions and promoting your offering.
And yet what happens at the end of your video? She goes away again and you’ve missed a golden opportunity to connect with her.
So how can you find – and build relationships with – more people like Sally?
Well, you could always buy an email list. Specify your target demographic – female dog owners perhaps – buy a list of names and start blasting out all your latest news. Sounds like a great plan, right? Well, MailChimp did some research, and turns out it’s not.
Purchased email lists have virtually non-existent open and click through rates. You’re sending your important messages to an audience who just aren’t listening.
Far better then, to create a mailing list of people who are actually seeking your solution. And the only way to do that is to capture email addresses from the source. Let’s go back to Sally. She’s your perfect customer – actively researching the solution to a problem you solve. So what if you could find a way of collecting her email address? You could then reach out to her next time you’re running a promotion on dog brushes, for instance, and you know that she’s actually interested in what you have to say.
That’s where Mail Catcher comes in.
Mail Catcher makes it easy to identify just who your viewers are and gives you a way to stay in touch with them. By inserting an email capture form into the beginning, middle or end of your video you can collect leads and grow your mailing list. Even better, with integrations with MailChimp, Aweber and Google Drive we’ll automatically send email addresses to your existing mailing list so you don’t need to juggle different lists – it’s all done for you.
But, to get the most out of Mail Catcher it’s important to think strategically about when you use it.
Getting the most out of Mail Catcher
Mail Catcher makes it possible for you to gate your content by placing the mail capture form at the beginning of the video. That is, before anyone can watch it they must enter their email address. You can also have the form pop up part way through, or let your content roam free and have the form appear right at the end.
How do you decide where your form should be?
Well, it really depends on the aim of your video and the type of content you have…
1. Lead generation
If the aim of the game is to generate sales leads you should gate your content (by inserting Mail Catcher right at the beginning of your video).
You need to craft videos that are of high value to your audience. Think about the types of questions they are asking and create a video that answers them. It’s essential here to get a good fit between your video topic and your audience. It needs to be valuable enough to them that they want to leave their email address.
Uberflip have a fantastic flow diagram to help you decide whether your content is gate-worthy. If it is, set your Mail Catcher to appear before video playback and the leads will come flowing in.
Experiment: Try adding your Mail Catcher form during the video. That way you can introduce your concept, establish yourself as the expert and then, just before you make your killer point, Mail Catcher shows up. This can bring you some very high quality leads since your audience have watched your video and appreciated the pre-gate content enough to reward you with their contact information.
2. Brand Awareness
Brand awareness is really about getting your message out to a wide audience. If you’re gating your content you limit this somewhat. Any gate you put in place will act as a barrier to your viewers and reduce the likelihood that they’ll watch your video.
Instead offer free content to encourage views. Here your Mail Catcher form can then appear right at the end of the video. It’s unobtrusive so won’t deter viewers but it will also reel in some extra leads, without damaging the high view count you’re shooting for.
Providing high quality content that addresses consumer pain points is a fantastic way to grow your mailing list because it “catches” the email addresses of an already engaged audience. By adding an opt in email form to your videos (a la Mail Catcher) you can stay in touch with your viewers and start to build relationships. It’s these relationships that build brand loyalty and ultimately amount to more business for you in the long run.
Placing your mail catcher at the beginning of your video is a sure fire way to collect the most email addresses. But, it will probably reduce your view count. You need to work out what it is your trying to achieve with your video and act appropriately. Mail Catchers at the end, or during, playback are less intrusive and will mean your view count stays in tact, while netting some higher quality leads too (since they’ve already seen your content and are still interested in learning more from you.)