A Review of SnapApp Interactive Content with Vanessa Porter: One Last Tool Episode 10
Announcer: Is your digital business efforts in need of a tune up or major overhaul, if you’re ready to get your sales, marketing, and services machine up and running, you’re going to need just the right tools. Welcome to One Last Tool, your pit-stop for learning about all of the latest and greatest digital tools to get your business engine running on all cylinders. And now, here’s your resident technician, George B. Thomas.
George: Well, ladies and gentlemen, it’s George B. Thomas and we’re back for another episode of One Last Tool, and this is going to be a snappy episode. At least I didn’t say “excited” because that’s usually how I start these things. But today I am. I am super-excited because we’re talking about yet another tool; a tool that could change the way you do business–or at least a piece inside your business.
I am here with Vanessa Porter. Vanessa, why don’t we start by you actually being able to say hi to the One Last Tool audience as well as explain to them who you are, what you do, and who you do it for.
Vanessa: Sounds good. Hi, everyone. Thanks so much for having me. My name is Vanessa Porter. I’m the Director of Marketing at SnapApp, which is an interactive content marketing platform. What I do is hopefully help you become better marketers. So, SnapApp is all about empowering B2B marketers to create interactive content quickly and easily.
What does that mean? I know interactive content is kind of this new trend. It’s really starting to pop up in the market. Basically, interactive content is a way to have a conversation. So, just right now–like how George and I are having a conversation–there’s a back and forth. He’s going to ask me questions so he can get more information. We want to be able to do that for our prospects too, and it’s really hard with the content that we’re currently create creating.
You create an awesome eBook, it’s got tons of stats and things like that, but then you put it behind a lead-gated landing page and you have no idea if someone, one, read it–maybe it’s just living on their desktop. Maybe they actually thought it was really interesting. You have no idea. So, interactive content allows you to ask questions and then feed that back into your marketing automation score and nurture those folks.
George: Now, folks, you might be listening. I know there’s a wide variety of people here. There are some people who said, “Content, we should have content on our website?” Yes, you should.
George: And next level, you should have interactive content. I love that we’re going to talk about that fact. Let’s fly back down to about a 50,000-foot view and, Vanessa, let’s answer the question for the listeners and viewers of just simply what is SnapApp?
What Is SnapApp?
Vanessa: So, we are a platform to create interactive content. We consider ourselves the fastest, easiest platform to do that. We think of ourselves very much like a PowerPoint model. Users can come in, they can drag and drop, they can put in their text. They can put in their images. And we have various different templates. So, if you want to create a survey, you just kind of plug and play your stuff, or you can create more extensive experiences.
That’s pretty much up to you. You have lots of content types you can pick from as well as lots of different really cool features to make it interesting. I think that’s what interactive content is all about: how do you get your message across in a more interesting, more kind of one-to-one conversation way.
George: Yeah. And so, I love this because to me, when I was listening to that, I heard if you’re not a designer, if you’re not a developer and you want to have something that looks good, that people actually want to–and the word comes up again, amazingly–interact with, you want them to actually stay on the page and read and see the things that you’re trying to talk about. It sounds like you make that easy for normal human beings.
Vanessa: Yes, you don’t need any special training. You should just be able to go into the platform and create. I think that’s really powerful, especially as I think most B2B marketers, more and more you have to rely on yourself and you have to get stuff done. There are a lot of things going on and you just have to make it easy and quick. That’s what SnapApp does. We’re here to help you do that.
George: Yeah, whether you’re a marketing team of one or a couple, it sounds like right out the gate SnapApp is going to be something you’re definitely going to look at. Let’s dig a little bit deeper. We’re going to kind of go under the surface now.
George: And my question to you, Vanessa, is maybe how does SnapApp work?
How Does SnapApp Work?
Vanessa: Yeah. So, you log in to manage.snapapp.com. We’re a SaaS company. So, you log on through your browser. The first thing you’re going to see is kind of your home screen, where you would have all your different SnapApps listed, all your different pieces of interactive content. But hey, you want to start a new one. So, you would just hit create and you would go through an experience. Think of it like a wizard. We call it Launch Pad. Basically it’s a guided process.
So, the first question is what type of interactive content do you want to make? Do you want to make an assessment? Do you want to make a quiz or knowledge test? Do you want to make an assessment, an interactive video? What type of content is it? Then the next thing is what do you want it to look like? What’s your theme? Do you have a corporate theme you want to use? Do you want to use one of our 20 to 40 themes that we have where it’s kind of pre-designed and then what’s the layout of that?
You could think of SnapApp kind of like a widget that you would embed on a landing page or a website, or something like that. But do you want it to be square? Do you want it to be single-page scrolling? Do you want it to be landscape? And once you go through that process, then you go into the actual builder. That’s where you can change up the text to whatever you want to say, add in your questions, add more pages, add images, add animations, transitions, etc.
Again, we try to model our platform off PowerPoint. It should be familiar if you know how to use PowerPoint. Want to add an image? Click on the image button, drag and drop it.
George: Very cool. I love drag and drop.
George: What I really like about that whole part is that I don’t have to download anything.
George: I don’t have to worry about downloading the assets and putting them in place and how am I going to export it. You also mentioned there’s an embed that you can get it onto any page you want. So, we kind of played around jokingly with the marketer of one or the army of one, but I really want you to get a little more specific with who is SnapApp a great fit for?
Who Is SnapApp a Good Fit For?
Vanessa: Yeah. If you use marketing automation like HubSpot, Marketo, Eloqua, Pardot, even Act-On, if you use one of those well-known marketing automation tools, this is a tool that you should be using because those platforms aren’t necessarily cheap. If you bought those platforms, you believe in lead nurturing, you believe in lead scoring, you believe in continuing to create content to continue to drip on those people.
So, you need a platform or a tool to help you do that and that’s where interactive content comes in. We’re going to be able to help you easily create content you scale up. You can collect information insights from those users and then be able to score them and everything else. If you’re not using marketing automation, our tools look great, you just can’t use all those really powerful insights that you get from your content. That’s really important. I think, for marketers, it’s important to have some sort of tool to be able to capture that.
George: People, look, you know my old song on this: if you can’t measure it, it doesn’t make sense. So, if you’re sitting there like, “Yeah, we should do that.” Then yeah, you should have started yesterday, or even a week ago.
The next question in the listener or viewer’s mind might be, “Sure, I get it, interactive content, but what’s the major problem that this is solving for me that I would want to use it on a daily or weekly basis and spend the extra budget amount of money that I have towards that?” What would you say to that part of the conversation?
What major Problem Does SnapoApp Solve?
Vanessa: I would say right now if you’re not using interactive content, your marketing campaigns might be a little boring. Usually, when we think about marketing, a lot of it is about emails, blogs, social following, all that sort of stuff. That’s kind of a one-way conversation. You can make an argument there’s a little bit in between. But if you produce eBooks or whitepapers or blogs, you’re always asking the person to receive your information, and you’re not getting that input back.
So, say you have a whitepaper–let’s say it’s a four-page whitepaper. It’s awesome. You love it. That’s a lot of commitment you’re asking your users to digest. And we know that landing pages have a 5% conversion rate. So, 95% of people who go to that landing page for that whitepaper are turned off by it.
What interactive content allows you to do is take that same messaging that you have from your whitepaper, all those wonderful stats, that main point, whatever it is and create it in different types of content. So, yeah, maybe they don’t want to read that whitepaper, but maybe some of them will take an assessment. Maybe some people will take a calculator and some people might do a quiz. But now you have all these different opportunities for people to convert.
I think that’s what’s really important for marketing is it’s no longer about us, the seller-centric model, it’s about the buyers telling us what they want. Not everyone wants a whitepaper. You have to provide that variety of content. That’s how marketers of tomorrow are going to succeed.
George: I started thinking when you’re like, “Look, it’s a one-sided conversation. It’s blogs and eBooks.” I thought about that guy or gal that you’ve met out at the bar and they never shut up. You’re like, “Gosh, I wish I could get that word in edgewise.” That’s almost how our marketing may feel to some of our visitors, leads, and customers is like, “Gosh, these guys are always talking. I wish I could interact with them. I want it to be a two-way conversation.” Interactive content, SnapApp, really sounds like that’s a way that you can do this.
So, I said I was going to give you some time to figure out how to answer this question. This is the one where when we get to it, people used to get a little antsy and they’re like, “Ugh . . . ” But I believe we should always talk about cost. We should be honest and transparent. That’s why this is in every one of the One Last Tool interviews. So, with that said, SnapApp, what’s the cost? Do I have to have a right arm, a left leg, a first born child? Talk to me about that.
How Much Does SnapApp cost?
Vanessa: Well, we really believe in being able to make interactive content accessible to everyone. So, because of that, we have three kinds of models. We have the free version for everyone, which is called LeadREV. So, if you go to leadrev.snapapp.com, basically it allows you to upload any PDF.
So, you can think of taking a PowerPoint and turning it into a PDF, any of your whitepapers. You can upload it to the site and we’re going to make it interactive. We’ll call it basic interactive. You’re not going to be able to add questions or things like that, but it’s going to animate the PDF so it’s a little bit more interesting.
More importantly, it’s going to allow you to put a lead form anywhere you want in that PDF. So, you can put it after three pages. It’ll allow people to build the trust and then to see the rest of it: fill out the lead form at the end or whatever.
Then we have our normal model, our traditional SaaS model. The pricing for that is at snapapp.com/pricing. I think right now we have three licenses, but it begins anywhere from like $1,200 a month. That’s your traditional thing where you have like unlimited pieces of content. You have a full customer success team. It’s all the bells and whistles. We’re going to fully support.
We’re introducing–I guess your audience is going to get slightly a preview of it, it’s coming out in January–but we’re introducing programs, which is a little bit more of an in between those two models. So, basically for around $6,000–don’t quote me on that for sure–but around $6,000, we’re going to give you three pieces of interactive content and it’s going to be more of a program, hence the name.
Say you want a landing page conversion program, we’re going to be a little bit more prescriptive on what we give you and what that looks like and things like that. For more information, go to our website. We should have that updated by the time you guys listen to this podcast.
But we’re pretty excited because it allows everyone, for whatever your needs, if you’re fully robust, you’ve been using marketing automation forever, you have a large team, you’re an enterprise company, we have lots of great solutions for you. If you’re a single person and you’re just like, “I’m just curious to see what Vanessa’s talking about,” we have a free version. If you’re somewhere in the middle and you just want to try something out, we have programs that are coming soon to a computer near you.
George: I love that, “to a computer near you.” Here’s the thing, though. There are companies out there that might be thinking, “Holy budget.” But then there are a lot of other companies that are like, “Wow, that’s a bargain compared to what I’m actually paying for my marketing automation system per month or per year or whatever it is.” So, let’s talk about this. In the space, in any space, usually, there are competitors. So, if I was not going to use SnapApp, if I started to just research interactive content, who might I find that are competitors for you folks?
Who Are SnapApp’s Competitors?
Vanessa: Yeah. It’s a pretty small space. There are two other main competitors, though we’re all slightly different. There’s Ion Interactive and then there’s Ceros. Both of them, though, I feel like are a little bit more design-oriented. So, they’re a little bit more geared towards designers. So, on any marketing team, there’s probably a graphic designer on that team. For both those companies, that graphic designer is probably the main user of that platform. Whereas SnapApp, the main user is probably going to be the demand gen marketer or the content marketer.
George: Big difference. Actually, I know marketers and I know designers and I happen to be a marketer who can design. There’s a huge difference in those two, folks. This is the part. See, I put you through a little bit of the hard stuff. Here should be the easy one. This is like the volleyball set and spike: What makes SnapApp better than your competitors?
What Makes Snapp APP Better than It’s Competitors?
Vanessa: I think it’s really about empowering the marketers. If you’re a marketer, you’re a B2B marketer, and you’re looking to be able to do something on your own. You don’t want special training. You don’t want to have to rely on a designer all the time, we’re the platform. We are truly, the easiest, fastest place to create interactive content. So, you want a no-nonsense platform, we’re the place to go.
George: Love no-nonsense. Everybody in the world needs a little bit more no-nonsense, with your interactive content and other things, I’m just saying. So, Vanessa, as I’ve traveled the interwebs, I’ve noticed there are really two different types of people. There are those people who are tech-savvy. They just get it. They understand it. Then there are those people that are, well, not so much. So, for a first time user, what are some of the potential problems that a first-time user might run into when they start to use SnapApp?
What Problems Do Users Have When Using SnapApp?
Vanessa: Well, if you’re not a tech-savvy person, maybe you don’t know how to use PowerPoint, it’s going to be a little hard getting started. I think you also have to come in with some expectations. I think everyone’s ability to create a SnapApp depends a little bit on themselves. So, I know my SnapApps, the interactive content can only look so good. I do know if I work with other people on my team, I do pull in a couple people, different iterations and make a collaborative effort, my content looks better. I think that’s true across the board.
So, I think a problem if you assume like, “I’m going to have the most beautiful thing ever.” Well, no. It’s very much what you put into it. Just like with PowerPoint, I keep using it as an example but I think it’s a good way to think of it. When you open up a PowerPoint, it may be blank. Even if you do a template, it may be blank. You have to kind of start to add in your bells and whistles, have a clear vision.
Now, I will say as a caveat, we know that’s a common problem. We have a really great customer success team that will help coach you.
Vanessa: We know that the first time you create something, it’s always a little uncomfortable. It’s hard and you want it to be fast and easy. We have a team that will help you do that. If you have a piece of content you need to get out right away, we’re happy to help you build that.
George: That’s super cool. I love that. You did mention something. I want to go off the beaten path for one quick second.
Vanessa: All right. Let’s do it.
George: You mentioned collaboration. I’m curious. If you have multiple users for your account, is it possible for two or three people to work on the content together? For example, there’s one interactive piece that I’m working on, but all three can actually work together and collaborate from different machines or if we’re a virtual team, somebody could be in Alaska. I could be in North Carolina. Somebody could be in Virginia and we’re all in there just like going crazy on it. Then there’s this amazing piece of interactive content when we’re done. What does that look like?
Vanessa: Yes and no. If you’re thinking Google Docs, the answer is no. If you’re thinking of, “Hey, I just want to log in,” anyone can log in from their computer. There’s no sort of limit on that. What’s going to be limited is how many users you’ve purchased or whatever that may be. Often what happens on our team is I’ll work on a SnapApp for a little bit on my team. I will then tell my content person like, “Hey, I just put in some stuff. Can you go take a look and make sure I didn’t misspell anything, there’s no typos, that sort of stuff?”
He’ll then log in to the same app. He can make his tweaks. He’ll save it. Then he may go to our designer and say, “Hey Minar [that’s our designers name], can you go take a look at it and add in some graphics or change anything necessary?” And then it can come back to me. Yes, you can preview it at any point, multiple people can work on it, that’s totally cool. You can see the last edits, that sort of stuff.
George: Yeah. Vanessa, I’ve got that guy too and his name is Kevin. Usually the email goes a little something like, “Hey, can you go make me not look so stupid? Check my spelling and grammar.” It is what it is. Everybody needs that guy or gal, right?
This interview has been awesome. I love the idea of SnapApp. I love the idea of interactive content. I think there are a ton of companies and marketers out there that could use this tool. If people want to learn more about SnapApp, if they want to connect with you, if there are any parting words you want to give us of wisdom or go this route, check this thing out, now’s your time, go ahead and let us know where can they get information, how should they connect? What are the next steps?
Vanessa: Yeah. So definitely check out our website, snapapp.com. Ask for a tour. If you go to snapapp.com/demo, we’re happy to show you around the platform, understand a little bit what your business problems are and your needs and priorities and show you how it can work.
I mentioned earlier LeadREV, so leadrev.snapapp.com. That’s a great place. It’s free. You just upload any PDF that you have. You can start to begin to see what it looks like. It’s kind of our basic version, obviously it’s free, but it’s a good chance to start to visualize what you could do. So, I’d definitely recommend that. If you’re interested in more thought leadership, check out our blog.
George: Love it. Ladies and gentlemen, you’ve got to dip your toe in the water to see if you want to swim in the pool, just saying. Folks, that’s how we roll here at One Last Tool. No fluff, just great tools. As always, I’m @georgebthomas on the Twittersphere, Mr. George B. Thomas on Facebook. Go over to iTunes, leave us a raving review. In fact, you can leave us any review, but I love reading the raving ones, just saying. Until next time, folks, go out in the world and use and find that One Last tool.
Announcer: Thanks for tuning into the podcast. Now that you’ve checked out today’s latest helpful tool, you should be equipped to head back to the shop and make some repairs. Because when you’re looking to fix your digital problems, sometimes all you need is one last tool.
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