Lincoln Murphy’s Web App Marketing Resource Guide


Lincoln Murphy, Strategic Consultant

Table of Contents

Deliberate Marketing / Ideal Customer

Clearly, understanding who your ideal customer is kind of a big deal.

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Distribution Tactics, Hacks, and Ideas

Here’s a list of things you can do; in the webinar, we’ll talk about how you know which to do:

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Conversion Optimization Ideas

It’s one thing to get people to your site or into your Free Trial… it’s another to convert them!

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Explainer Video “hacks” for Webinar Attendees

Here are my 5 rules for effectively using Explainer Videos in your marketing:

  1. Know your Audience – WIIFT (What’s In It For Them) is the key… emotional connection is the goal (don’t just make a video about your features)
  2. Continue the Narrative – From the point of first-touch to conversion, continue the story… keep the emotional hook
  3. Get ’em to Watch it! – A great video is meaningless if people don’t watch it. Surround the video with copy and creatives that drive them to view – and engage with – your Explainer Video
  4. Audio or Not? – That is the question. Go back to #1 above… know your audience. If they dwell in a cubicle or open-concept office… audio might not help… and could be a non-starter (i.e. they won’t even watch). Make sure your video does what you want it to do in a way that works for you ideal customers (and prospects).
  5. Don’t Force a Square Peg into a Round Hole – In #2 above I said continue the narrative… but how do you do that if you have various initial touch points or campaigns, or – as I called them above; narratives – without spending a ton on lots of different videos. You need to plan ahead and create multiple beginning (hooks), middle, and end sections (w/ appropriate CTA) for your videos. It may seem like extra cost, but it’ll work out much better for you than trying to take your one fully-developed video and forcing it into every situation.

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