Lon Safko wrote the bible, that is, the Social Media Bible, now in its third edition. When you take on a subject as sweeping and fast-changing as the entirety of social media, you can’t come away from it unaffected.
I met Lon. He’s been affected.
But Lon’s affliction is that he now sees connections between marketing channels that others would miss. He’s like a marketing version John Forbes Nash, Jr. who was depicted in the movie A Beautiful Mind.
He’s written his visions down in a book called The Fusion Marketing Bible. I got to see him present at Engage Mexico and took copious notes. For you.
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The folks at video hosting company Wistia have made it easier to charge our marketing batteries using video.
For those of you who aren’t familiar with marketing batteries, here’s a quick explanation.
You spend time and money getting people to visit your site.
- You invest in content that draws search traffic
- You pay for advertising to get new visitors to your site
- You share with social networks to get attention
Most of this traffic will bounce away or leak out of your site without taking action. Now, imagine that you can save up some of that hard-won and expensive traffic so that you could try again later to turn them into a customer. This is the job of the marketing battery.
One way to store marketing “juice” is the Subscriber Battery. It is charged by asking for – at a minimum – an email address, usually in exchange for some interesting time of content.
This is where we get back to Wistia’s new offering Turnstile.
Turnstile is a feature of the Wistia video player that requires a visitor to enter their email address before viewing your video. This is great news for businesses that are comfortable creating video, but get bogged down in creating landing pages, registration forms and logins.
Right now, Turnstile only allows you to collect email address; no names, phone numbers or qualifying information. Nonetheless, this is a nicely integrated way to use videos to charge a subscriber battery.
Now, what will you send these new subsribers?