Saturday, April 5, 2014

Why Your Video Needs a Call To Action

Marketing videos should do more than educate and entertain. The goal of every business video should be to motivate viewers to take action.

While increasing traffic and pushing brand awareness is important, the ultimate goal of video marketing is about driving more business! To do that, it’s important to utilize compelling calls to action that encourage your audience to take the next steps toward lead conversions, sales, or donations.

Including a Call To Action (CTA) in your video gives your business a major advantage because it lets you tell your viewers exactly what you’d like them to do next. You can prompt a demo, a download, a trial, or even direct folks through your sales funnel to engage with more of your marketing materials. A strong call to action is what separates a mediocre video from a profitable one with a strong ROI.

Here are four Call To Action tips to ensure that your next video marketing campaign is an absolute success.

1. Integrate the CTA into your video player – Instead of placing the CTA next to the video on the website, incorporating the CTA into the actual video player can increase conversion rates by up to 400%.

2. Pre, Mid or Post Roll Call To Action – These targeted calls to action drive a significant punch in securing information from viewers. According to ReelSEO, companies that adopted interactive pre-rolls into their video marketing strategy are experiences user engagement rates of almost 70% with the pre-roll ads. Adding a call to action at different touch points throughout a video leverages the already engaged audience and moves them along them the sales funnel.

Word to the wise: Timing is everything! While pre, mid, or post rolls are very effective, the viewers’ experience is a critical consideration. Analytics can offer insight as to the optimal time to include a call to action in the most unobtrusive manner.

3. Email Form In Video – Video has always been considered the most active and engaging marketing platform. However, email is generally the highest converting sales channel for most businesses. The challenge has always been capturing viewer information in order to remarket to them and move them along the sales funnel. Adding an email capture form into a video is a super effective way to grab leads because viewers are already engaged the video so they quickly notice when the email form appears on the screen. So now, businesses can turn every video into a qualified lead gen and conversion opportunity!

4. Ending on a High – Good videos tell a story. Great videos keep viewers engaged for the entire journey. The most creative marketing videos use their ending seconds as an great time to drive home a knock out call to action. The end can be a golden opportunity to motivate further action (i.e. sales, sign ups, donations). The end offers a brand the chance to convert a viewer into a loyal follower! Seize the ending by being 1000% clear about what you want the viewer to do!

It’s All About ROI

Applying these simple call to action fixes will pave the road to higher conversions.

Generating high video views is no longer the success metric we’re measured by as marketers. We need to demonstrate the ROI of our video marketing campaigns, which ultimately means turning more viewers into customers and generating sales.

Remember… A strong call to action is what separates a mediocre video from a profitable one with a strong ROI.

What are the best examples of great calls to action that you’ve seen in videos? How are you using CTAs in your videos? Let us know in the comments below.

Source: B2C_Business

Why Your Video Needs a Call To Action

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