More Affordable Video Marketing - Part 4: The Crucial Call-to-Action

Posted on 2/8/2017 by Maureen Mattia in video marketing
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An effective call-to-action (CTA) is one of the most important components of your video.

We continue this series of effective video tips to guide your process in creating impactful and affordable video messages.

The Crucial Call-to-Action

An effective call-to-action (CTA) is one of the most important components of your video. Not incorporating a CTA is like making a sales call and not leaving your business card or phone number. Why leave a viewer guessing which action to take next? You have their attention, now use it wisely to direct the next logical step of engagement with your message.

 A CTA is an invitation to take the next step with your message, and it can be indicated in a variety of ways. Your CTA can be text, an image, a button or a link. Repeat it wherever possible around the same content. For instance, a video with a CTA on Facebook should duplicate that CTA in the video description.
CTAs should be simple and easy to perform. Use action words to help guide your viewers - start, build, join, learn, discover:

●      Call for more information
●      Subscribe to a newsletter
●      Purchase a product/service
●      Download a guide
Visit our website
●      Sign up for a free trial

Placing videos on YouTube is advisable to attract new viewers, but YouTube is a shiny, distracting experience designed to lead you to an endless selection of more videos. You quickly need to direct viewers back to your website where you control the content and messages. On YouTube, incorporate multiple CTAs back to your website: with text at the end of your video, via YouTube’s clickable end screens and in your written video description.

You can use the same video on different platforms, but the CTAs may need to be different. For example, your video on YouTube will direct viewers back to your website. The same video on your website should direct viewers to call you or take another action. 

Optimize your video with a combination CTA for multi-platform purpose. Other times, it may make sense to have two versions of the same video with different CTAs. At all times, create your CTA while considering the viewers’ lens to ensure it makes sense where you’ve placed it.

Stay tuned for the next installment of More Affordable Video Marketing - Use Compelling Visuals

ABOUT THE AUTHOR:
Maureen Mattia is the founder of Edit Dash video service, partnering with equaTEK Interactive to provide affordable video content for all your marketing needs.

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