Jan 03, 2023
Every customer success professional knows that if you successfully onboard your customers and get them productive, they’ll continue to use your product. If not, they’re likely to drop you for another solution. This is especially true for companies that are running a product led growth motion. A successful onboarding is their chance to turn a new customer into a product champion and activate a powerful growth loop, or lose them to churn. Read on to learn
Here are just a few examples of what you will miss out on if you don’t add calls to action (CTAs) to your customer support videos:
I’m sure you can think of others
Many customer success videos end up on YouTube. It's free but there’s a catch! You can link to your website from info cards and end screens only if you are in the YouTube Partner Program. All other links keep the viewer on YouTube.
This is a problem for many SaaS providers. To join the YouTube Partner Program, you need to have 4000 public watch hours in the last year. If you don’t have a large collection of videos and a large user base, it will take significant effort to qualify.
What does this mean for most businesses? If you want to drive customers to your website, you have to add calls to action in the description of your video, not in the video itself. If, like many viewers, you’re wondering where that section is, look below your video, then tap “show more” to see the entire description. That’s where you add your CTA links and hope that viewers will tap “show more” and find them.
There are at least three calls to action you should add to any video, even if they do have to go in the description of your YouTube video
One of these CTAs will assist most viewers who are looking for help. You may be tempted to add all three CTAs to each of your videos. If you’re adding them in the description of your video on YouTube you don’t really have a choice so go ahead.
If you’re using a more sophisticated video tool you can place different CTAs at different points in your video. You might add a CTA that recommends a more detailed video at the end of a particular onboarding topic or chapter, for example. Then, you might add a link to your Slack channel and perhaps a link to book a meeting with you at the end of the video.
This is better than most onboarding videos but it’s still a static and limited approach. All your viewers get the same treatment. In my opinion, what you really want to do is to present different CTAs to different viewers, depending on who they are and which parts of this video or other videos they’ve watched.
Unfortunately most video platforms don’t give you the analytics you need to present the right CTA at the right time.. Most video hosting platforms don’t accumulate analytics for each viewer. They provide aggregate analytics only., and that limits you to a “one size fits all” approach. Since you don’t know which call to action is appropriate for a particular viewer, you have to present the same CTAs to all viewers.
Let's consider how your CTA strategy might change if you had per-viewer analytics available to you. In that case, you would have detailed information about each viewer. You may not necessarily know who they are, but you would still know whether they had viewed this video or other videos previously.
If your video hosting platform provides chapter analytics, you would also know which chapters they had viewed in this session and perhaps in previous sessions. Now, you could make intelligent decisions about what CTA to present when. Consider the following two viewers
A video hosting platform that can add targeted calls to action to a customer support video needs to have these minimum features
Sadly, most video hosting platforms don’t support much of this. Youtube and many other platforms provide chapters but don’t let you do much with them. And very few, if any, accumulate per viewer analytics. There is one platform that does, so if what I’ve talked about here interests you, read on.
AudienceGraph is a video hosting platform with a twist. You get to keep your videos where they are currently hosted - YouTube, Vimeo or a platform of your choice. AudienceGraph “wraps” each video in an AI cloud that automatically presents the right CTA to each viewer at the right time based on what they’ve watched previously. Keep your videos on YouTube or wherever else you host them, just wrap them in AudienceGraph!. Wrap your first video here.
AudienceGraph transforms your video from passive content to a revenue engine that engages every viewer on topics that matter to them right now. Its AI engine works in real time across millions of viewers to optimize engagement and drive revenue.
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