Personalized Video Demos as a Call-To-Action (CTA)

This How-To Consensus blog is part of the Marketing-Lead Generation / Product Education / Lead Qualification Use Case

By Brian Zurcher and Hilary Bird, @goconsensus
Blogs are a powerful form of inbound marketing, ultimately designed to bring more qualified leads into your marketing and sales funnel. As HubSpot says, “Now that you have traffic coming to your website through your blog, you have an opportunity to convert that traffic into leads. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post.” And yet, adding a phenomenal call-to-action (CTA) is easier said than done. You need a CTA that intrigues the reader enough to click on it. Related articles, posts that go deeper on a specific topic, or (ideally) content that ties together their interests and your solution, are the best types of CTAs.

At Consensus, we use our own demoas our CTA for blog posts; allowing readers to self educate based on their own unique interests and needs. Some persuasive reasons to consider this approach:

• Lead generation for Consensus demos average 9-15%, well above the industry average for website conversion rates.
• The Consensus standard demo will automatically serve up the information that each prospect is interested in most, so they don’t have to parse through the entire website themselves. This generates powerful leads that are educated on the different aspects that are truly important to each individual while providing you with powerful demolytics about each new lead.
• The lead collection form is placed inside the demo player to seamlessly capture a prospect’s contact information during their viewing experience. You can easily adjust where thelead collection form pops up in order to strategically move the contact form in the demo player to drive better conversions.

How to Use the Demo as Your Call-To-Action:

• Step by Step Process
  • As you create your Blog content, ensure that it drives viewers to learn more about how your solution meets the needs/issues/concerns explored within your article
  • Grab the public link for the demo you want to use as the Call to Action
    • • Marketing Accelerator > Get Link for Website > Select a Demo

• Use a demo that contains relevant content to your blog post article
• Looking to track your blog post conversions separate from other conversions on your website?
  • Create a copy of your demo which will have it’s own unique URL and allow you to track your demolytics separately.
    • Admin > Manage Demos > Copy (in Modify Column)

• Use a simple Call to Action button such as “Watch Demo” or “Learn More” at the bottom of your article that hyperlinks to your Consensus demo

What other CTA methods have worked for you? Leave a comment! Next, learn how to use your demo on your website to convert 3X more leads.