When I was writing the copy for the home page of Drip, I ran into a bit of a challenge: the idea of marketing automation is still new to a lot of people, so not everyone is aware of how email marketing (much less marketing automation) can help them.
One of the easiest ways I’ve found to explain the value of Drip has been making screencasts, walking people through the product and pointing our very specifically how Drip can help in their particular use case.
But making a personalized screencasts for every trial customer isn’t realistic, so I put my mind to finding a way to make this a little more scalable. After discussing with Derrick we came up with the idea of creating a few explainer videos to walk visitors through how I would tag, segment, and structure a Drip account for a few different business types.
Normally, I prefer to use contractors (typically those who offer productized services) for basic marketing elements so I can focus on higher-level tasks, but in this situation there was a catch…