How to Improve your Video Marketing Success with a Strong Call to Action
Many online business owners fail to harness the power of strong call to actions in order to generate more leads and ultimately more sales. However, understanding the principles of a call to action and how they can be applied to your video productions will make your video marketing much more effective.
Understanding the Purpose of a Call to Action
The call to action is an extremely important tool for maximising the return on your marketing dollar.
Although your viewers may enjoy your informative or entertaining video, without giving them directions to the next step eg. sign-up to newsletter, make an appointment, download e-book etc. the video may not be reaching it’s full marketing potential.
When used correctly it can help you grow your business by leading viewers and potential customers into the next phase of your sales funnel.
Creating An Effective Call to Action
An effective CTA is paramount to all marketing not just video marketing. Here are some steps you can consider to create an CTA that works.
Who is your viewer
The first thing you need to do is to identify the purpose of your video and then offer your viewers a targetted CTA. Finding out WHY your viewers are watching the video will help you to tailor your call-to-action to suit their needs. Asking questions such as:
What attracted the viewer to your video?
What is their painpoint and what solution can you offer?
What stage of the sales process are they at?
By asking questions about your viewers and what you can offer them you’ll gain a greater understanding of how you can guide them through to the next desired action.
Test Different Methods
CTA’s may be used to get viewers details such as names and email addresses, encourage video sharing or discussion and many other actions limited only by your imagination. Remember your CTA must be beneficial to your viewer. It is no use asking for their email just because you want a bigger email list. You need to consider your offer so that it provides genuine value for your viewer. There are a variety of offers you can incorporate in your videos and tie them up into a CTA.
These offers may include:
Improving the Effectiveness of Your Call to Action
Succesful businesses often entice consumers by including a call to action on their websites, or in their videos. If you have a call to action in your video here are some of the basic guidlines to help you improve the effectiveness of your call to action:
Keep it simple
Make it painless
Make it urgent
Make it different
Make it convenient
Incorporating your call to action into your video
Once you have determined what you are asking and what you are offering in return you need to decide how to incorporate the CTA into your videos.
A call to action can be placed in the pre-roll of the video and require an action by the viewer before the video commences.
Turnstile/CTA overlay –
Wistia and other video hosting platforms offer great features such as video turnstile and call-to-action implementation. The turnstile allows you to collect email sign-ups before allowing access to the video. Set-Up is simple and easy to customise to your requirements.
2. During playback
Annotations – links overlaid on your video – these are one of the most versatile ways to engage with your viewers and are very common on YouTube videos. They can be overused and annoying if not incorporated wisely.
In-Video graphics – Engaging and attention grabbing graphics can be used throughout the video to encourage action such as subscribing to your videos, sharing the videos on social media, embedding and leaving comments for discussion. The graphics can be full screen, lower thirds or smaller images placed subtlely around the screen.
3. Conclusion of the Video
This is the most common type and generally the most natural fit for most CTA’s.
Direct Presenter Statement – The presenter explains the CTA directly on camera to get the viewers to take the next step. This can often be reinforced with graphics such as website addresses, email or phone numbers etc.
- End-cards. Create a video ending that directs viewers to take the desired next step. If you are creating a series of videos we suggest using a template format that not only builds consistency into the end of your videos but also saves time during production.
The video below shows a great example of using a call to actions to enitce viewers to visit their website, subscribe to their YouTube channel and view other videos in the series.
4. Video Descriptions/Transcripts
Often forgotten but equally important is to include your CTA in the video description. All hosted videos should be accompanied with a thorough description of the content and other relevant information. You can include links to your website, contact pages, other videos and social media pages to maximise exposure and also gain SEO benefits.
Like all marketing there is no golden rule that works in every situation. When incorporating a CTA into your video it is advisable to test, analyse and then re-test. Have fun and be creative and you will soon find what works best for your target audience.