Using video is a great way to engage your customers and prospects—but how do you channel engagement into action?

Interactive CTAs (calls-to-action) are one great way to drive specific, desired outcomes from your viewers and encourage them to step further down the funnel.

Here’s everything you need to know about interactive CTAs.

What is an interactive CTA?

interactive CTAs are areas of your player created specifically to actively engage your viewers. 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, interactive CTAs allow you to point your viewers to a specific action you’d like them to take. This action could be filling out a form, visiting a specific webpage, watching another video, or even requesting a demo.

How to use interactive CTAs in your video marketing strategy?

The kinds of interactive CTAs that are going to drive the best-desired outcomes are dependent on number of factors, such as in which stage your audience is in their buyer journey and what is their ideal next step.

Below are examples of different kinds of videos and interactive CTAs for different buyer stages.

1) Awareness Stage (Top of Funnel)

Videos in the awareness stage are designed to generate just that—awareness. Think of things like company overview videos, thought leadership content, or any kind of short “info bite” videos.

In this awareness stage, you want to focus on softer CTAs that will encourage your viewer to explore more of your content and product offerings. Some examples might be links to other pieces of content, newsletter subscription forms, or links to learn more about your products.

2) Consideration Stage (Middle of Funnel)

Videos in the consideration stage can be a little more in-depth. Here’s where product overview videos can come into play, as well as how-to videos and solution-based webinars.

In the consideration stage, you can start using more in-depth lead capture forms to profile your buyer. Here you can also use multiple links on a “choose-your-own-adventure” CTA to allow buyers to identify their intention or persona.

3) Decision Stage (Bottom of Funnel)

Videos in the decision stage help your buyer take the final leap and make a purchase. These can include things like customer testimonial videos, along with in-depth product demos.

The decision stage is the point at which you want to encourage your viewer to initiate an opportunity—so make it easy for them! Here’s where you can use forms that allow them to reach out to you. Think demo requests, links to pricing information, or CTAs that allow them to book a meeting with an expert on your team.

Are you already using interactive CTAs? We hope this article was helpful and has inspired you to start implementing interactive CTAs in your video marketing strategy. If you have any questions, contact us below!

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