Scale & Strategy
This is Scale & Strategy, the business newsletter that gives you that 'first day of summer' feeling, every single day.
Here’s what we got for you today:
- How to Convert Warm Leads with Video Retargeting
- How to make your e-commerce store discoverable in AI search
How to Convert Warm Leads with Video Retargeting
Picture this: someone snoops around your pricing page… then ghosts.
Classic mid-funnel stall.
These folks don’t need a brand intro — they already know who you are. They just need a nudge to keep the conversation moving. Static ads won’t cut it. Here’s the smarter play:
1. Static ads are wallpaper.
Warm leads have already seen your logo. A still image won’t make them care more. Motion does. Video grabs attention, explains benefits, and shows real proof without feeling like another banner ad to scroll past.
2. Segment or die.
Not all “warm leads” are the same. A cart abandoner is a whole different beast than someone who just peeked at a product page.
If you blast the same video at everyone, congrats — you just wasted your budget. Match the message to the behavior.
3. Short, sharp, silent-proof.
You’ve got 3 seconds to hook them. Keep retargeting videos in the 6–30 second range, with captions baked in (since most people watch on mute). Think clarity, not Cannes Film Festival.
4. Always give them a way out — toward you.
Every video needs a clear, visual CTA. Not “learn more” — tell them exactly what to do. Book the demo. Finish checkout. Watch the walkthrough.
That’s it. Don’t overcomplicate. Start small, test ruthlessly, and measure actual conversions — not vanity views.
How to make your e-commerce store discoverable in AI search
People don’t type keywords into Google anymore — they ask AI detailed questions.
That means search isn’t just about your website rankings. AI models read everything: reviews, feeds, mentions, schemas, and public chatter. If your product isn’t in that data, it won’t show up in the answer.
Here’s how to make sure it does:
1. Make your product pages visible to crawlers.
If an AI can’t see your PDPs, you’re invisible. Test them with JavaScript disabled — if the essentials vanish, fix it with server-side rendering or prerendering.
2. Add structured schema markup.
Use JSON-LD to label product type, brand, price, etc., in raw HTML. Go beyond basics: add details like material, eco-friendly tags, or use cases. This helps AIs match you to nuanced prompts.
3. Build a product feed (not just for Google).
AI shopping systems now rely on structured feeds. Include size, material, reviews, and use your customers’ own language. Platforms like Perplexity, Gemini (via Merchant Center), and OpenAI are already pulling from them.
4. Show up outside your own site.
Mentions in third-party reviews, forums, and publications matter as much as your own site. AI pulls from the full picture, not just your SEO work.
Bottom line: The game isn’t ranking higher. It’s becoming part of the answer.
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