Interactive CTAs: An Introduction


May 23, 2018

Using video is an effective way to interact your prospects and prospects—however how do you channel engagement into motion? Interactive CTAs (calls-to-action) or ‘events’ are one nice solution to drive particular, desired outcomes out of your viewers and encourage them to step additional down the funnel. You’re in all probability already conversant in YouTube annotations—right here’s how one can leverage these, together with extra subtle CTAs, to generate demand. 

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What are interactive occasions and why ought to I care?

“In a nutshell, interactive events are areas of the player that have been created specifically to actively engage your viewers,” says Stephanie Yi, Solutions Consultant at Vidyard. “They are meant to drive a specific desired action from the viewer while they are watching your videos.”

Instead of passively consuming your video content material, interactive occasions let you level your viewers to a selected motion you’d like them to take. This motion may very well be filling out a type, visiting a selected webpage, watching one other video, and even requesting a demo. This video offers a short overview of what interactive occasions are and the way they work within the Vidyard platform. 

Certain sorts of occasions work greatest with sure varieties of content material—let’s take a look at how one can decide what sort of interactive occasion is correct on your video.

How to leverage interactivity in your video advertising and marketing technique

There are three predominant items you must contemplate when creating an interactive video technique:

  • The nature of your content material
  • Your viewer’s supreme subsequent step
  • The sorts of interactive occasions which might be going to drive the best-desired outcomes

We’ll deal with every of those questions in flip. Let’s dive in.

What is the character of your content material?

Think about your video content material. What viewers is it meant to succeed in? What position does it play in your funnel?

Here’s a fast primer on how totally different sorts of movies may match into your purchaser’s journey:

1. Awareness Stage (Top of Funnel) Videos

Videos within the consciousness stage are designed to generate simply that—consciousness. Think of issues like firm overview movies, thought management content material, or any type of quick “info bite”-style movies.

2. Consideration Stage (Middle of Funnel) Videos

Videos within the consideration stage is usually a little extra in-depth. Here’s the place product overview movies can come into play, in addition to how-to movies and solution-based webinars.  

three. Decision Stage (Bottom of Funnel) Videos

Videos within the determination stage assist your purchaser take the ultimate leap and make a purchase order. These can embrace issues like buyer testimonial movies, together with in-depth product demos.

Once you’ve decided the character of your content material, you can begin excited about the type of motion you need to use it to drive. And that takes us to our subsequent query:

What are your viewers’ supreme subsequent steps?

Do you need to encourage them to devour extra content material? Identify themselves to you thru a type? Initiate a chance? Consider the stage of your movies and how one can nudge your viewers nearer to the following stage—or nearer to a buying determination. Which leads us to our last consideration:

Which interactive occasions are going to drive the perfect outcomes?

1. Awareness Stage

In this consciousness stage, you need to deal with softer CTAs that can encourage your viewer to discover extra of your content material and product choices. Some examples may be hyperlinks to different items of content material, e-newsletter subscription varieties, or hyperlinks to be taught extra about your merchandise.

2. Consideration Stage

In the consideration stage, you can begin utilizing extra in-depth lead seize varieties to profile your purchaser. Here you may as well use a number of hyperlinks on a “choose-your-own-adventure” occasion to permit consumers to determine their intention or persona.

three. Decision Stage

The determination stage is the purpose at which you need to encourage your viewer to provoke a chance—so make it simple for them! Here’s the place you need to use varieties that permit them to succeed in out to you. Think demo requests, hyperlinks to pricing data, or CTAs that permit them to guide a gathering with an skilled in your group.

We hope this submit has been useful and has impressed you to delve into your personal interactive occasions technique! If you’re prepared to start out organising your personal interactive occasions, examine out our information to occasions in our information heart that can enable you to get began. You also can take a look at our useful SlideShare presentation for added data:

Are you already utilizing interactive CTAs? Excited to get began? Let us know within the feedback beneath!

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Carina Rampelt

Carina Rampelt

Carina was a former Vidyard advertising and marketing intern. When not creating superior content material she could be discovered studying, touring, or listening to the Hamilton soundtrack on repeat.



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