Using Video as Bait For New Association Members in Social Media

When you're casting for big fish, you need to use the right bait and know where the fish are biting.  The same is true when you are engaging prospective members for your association.

We all understand that in today's crazy world of message bombardment, the average person has the attention span of a goldfish.  Ok, I'm kidding.  A goldfish actually can hold their attention slightly longer than the average person.  

goldfish-animal-myths.jpg

That's why it's important to break down your sales cycle for everything into manageable bits - including your new member campaign. 

If we think about how people are accessing messaging today, the choices are many as to where we may find them swimming.  They could be on social media, email, web surfing, podcasts or anything that is connected to their phone.

 The one thing we do know is that most people are visual, and most people prefer their messaging in the form of a video.  

That's why most of the content now on mobile is in the form of free video - and it's growing by the day. 

Remembering that we need great bait to even generate a look, we need to use video as our bait to have any chance of a nibble.  So a strategy that we have helped many associations adopt is to create a campaign that involves a series of social media native videos that lead to a larger video that leads to an engagement opportunity with membership.

First we start with a larger membership video that is about 4 - 6 minutes in length that contains member testimonial, benefits, conference and networking opportunities. That video has been transcribed into a whitepaper, while the audio has been repurposed into a podcast.   From that video, we produce a series of 15 or 20 second socially native videos that will be placed on Twitter, Facebook and YouTube that drive the viewer to watch the larger video.  When they get to the larger video, they have options to watch the video, download the whitepaper or podcast.  The only catch is that we gate the video and downloads with a sign up form so that they can become part of an email-nurturing campaign for new members. 

This can all be accomplished by simply creating one video and then strategically using the elements of the video to create the right sized bait to hook the prospect into your nurturing process. 

To learn more about this and other opportunities to leverage video strategically, click here or on the button below to see other association video examples.

Association TV® is part of WorkerBee.TV

John Heppenstall is the Director of Marketing for WorkerBee.TV

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