You’ve put in the effort to make engaging video marketing content, so why stop there? If your video just fades to black, you’re missing out on a huge opportunity. How would your video viewers know what to do next? What would encourage them to learn more about you or consider purchasing your product or service?
Calls-To-Action (CTAs) aren’t just for text-based content and landing pages anymore. Add a CTA to your video content so that it appears as a (non-interfering!) slide-out during your video, or placed on top of the video’s final frame (or in the surrounding landing page copy), and you’ll be amazed at the positive impact it can have on viewer engagement and conversion.
But how do you create an effective CTA? You can’t just design a pretty button or hyperlink that says “Click here” (not if you want people to actually click there, anyway). If you want to create a powerful CTA, consider these six things:
1. Make sure your CTA is aligned to the viewers’ funnel stage
One of the main things to keep in mind is where your video viewers are in the marketing and sales funnel. You can use a CTA to encourage potential customers to continue along a content journey, and convert from stage to stage of the funnel until they become a customer. If you’ve created a mid-funnel customer testimonial video, your CTA can link to a downloadable case study. An end-of-funnel product instructional video can link through a CTA to an FAQ video.
Keep in mind, if your marketing content is promotional, top-of-funnel material, make sure that you aren’t being too aggressive with the call-to-action. For example, some brands will display a form CTA that visitors need to complete in order to view the content.
If the visitor is new to your brand, there is nothing compelling them to learn more about you. Now they aren’t curious, they’re just annoyed. You may wish to consider including CTAs only on mid- to late-funnel content so that people are already interested in your brand when they encounter your CTA.
2. Integrate your CTA with your marketing automation platform
You’ve gone to the effort of making tailored video content that helps move your viewers through the marketing and sales funnel. Wouldn’t it be nice if you could keep moving them along, stage after stage? You can do that if you create a CTA that’s attached to your MAP. That way, when people watch your video content, you know who they are, and what content they watched. You can glean from that information what each viewer is truly interested in, and then follow up with them to offer them even more tailored content. Your viewers will feel like you’re really listening to their needs and you can deliver what they want. Before you know it, you have a new customer! And all because you thought to integrate that CTA with your MAP.
3. Align the CTA with the content it’s attached to
Say you’ve created a video about how your product can help the viewer’s business. Don’t simply make a CTA simply bounces them back to your website. Your website probably includes a lot of content that would be applicable to a variety of personas at a number of different funnel stages. Instead, consider sending the viewers of that specific video to a landing page where they can download different case studies of how other organizations have benefited from your product or service. Also, make sure to answer the questions that the viewer would have at that point. For example, if your CTA directs them to take advantage of your free trial, answer for them what the product or service will cost for them after the trial period is over.
Check out how Athena Software manages the CTA for their homepage video. The product video includes a slide-out “Contact Us” form, allowing the viewer to keep watching the video while contemplating if they would like to communicate with the company. (After the video is over, the page bounces to a Case Studies landing page. What a great way to further push the viewer through a content journey!)
4. Make sure the CTA offers value and benefits to the customer
When you’re creating a CTA on your video content, put yourself in your viewers’ shoes. What would you want to know if you were them? What would you care about? What would make you click a button to continue developing your relationship with the brand? It isn’t enough to use a CTA that says something like “Register” or “Submit”; what are they registering for? What do they get out of vaguely “downloading” or “submitting”, and why should they do it? Even language like “Buy now” isn’t as effective as it can be. If someone buys your product, the benefit is for you because you just made profit off one more customer. In contrast, if they “Get e-book now”, the benefit is for them. They will be getting something in return by taking the action you want them to take.
Want some inspiration on how to do this well? Check out this video below from the Vidyard team that discusses why video metrics matter. The CTA points the viewer to the Modern Marketer’s Guide To Getting The Most Out Of Video (I’d say that’s some pretty relevant and valuable content!). I hope you noticed that the CTA doesn’t simply say “Download”. It’s a value-laden “Get Your Guide” suggestion.
5. Keep your CTA to one key message (okay, maybe two)
Since the point of a CTA is to encourage an action and conversion through the funnel, it must be clear what action the viewer needs to take. If the CTA simply bounces someone to your website, the desired action is unclear. If you have three or four links and different messages in the CTA, the journey you should be creating with your content is broken. Keep the CTA message to one strong command (or suggestion), like “Get e-book”, or “Learn how product can benefit your business”.
Two CTAs aren’t always a bad idea. Sometimes two messages need to work together to push both the gung-ho and the hesitant viewer through the funnel. For example, you could include a button in your Call-To-Action for those who want the “Free trial” for those who are ready to give your product a try. Beside that button could be a “How it works” or “Request a demo” button.
This secondary message helps encourage those who aren’t ready to make the commitment. it prevents them from completely dropping off by pushing them back through some more top-of-funnel content. If you want to use two messages, just keep in mind that they should be closely related in terms of their purpose; don’t link one message to a free trial and another to a recent webinar, for example.
6. Write clear, appropriate copy
No, I don’t mean with invisible ink. The rules of copywriting apply to your CTA as much as they apply to any other text-based content. Use strong action words, keep sentences as short as possible, and use positive, unambiguous language. For example, why write “Click here to learn more about product”, when you can simply say “Learn more about product” or even just “Learn more”?
Also, write your CTA in language that is engaging to your customers and consistent with your brand. The language you use has an impact on whether potential customers will be willing to click.
Keep in mind these six different tips, and not only will you have created some excellent video marketing content, these CTA-accompanied videos will have impressive and trackable impact on your conversion numbers.