November 28, 2015

Whether you’re posting a video on Facebook, YouTube or on a homepage, you need to give folks the next step with a call-to-action (CTA). At the same time, you need to leverage engaging and creative a CTA when using video. Here’s a few pointers on how to get it right.

Use Location Specific Messaging

Skip the “You Are Here” arrow, as viewers are already where you want them. Tailor the CTA to move them down the pipeline and ask them to take a specific action, such as “submit a quote request,” or “call us for more information.” The more specific your action, the more responsive viewers are. If you’re including video in email, prompting a response with “Email us back to learn more” will garner more responses as it’s direct and specific. And when you’re using video in multiple places, create multiple versions of the video. This makes the campaign more effective.

Offer More

Adding a little extra goes a long way when it comes to getting viewers to take action. Do some out-of-the-box thinking for your offer. Offering a 30-day free trial, free white papers, subscriptions to your newsletter or access to weekly industry reports just may be the extra nudge needed to get that person to do business with you. Plus, it helps establish your brand as a leader in your industry. Once you get enough people on your subscriber list, you can start converting them into customers.

Let Viewers Know When to Act

Creating a sense of urgency is wise, but you don’t’ want to come across to promotional or pushy. You’ve got to strike up the right balance when you want people to take action quickly. If you’re tying an offer to the CTA, such as a 30-day free trial, adding urgency to an offer is an ideal way to get more immediate results. “Call today” and “Sign up now” are both effective terms that create a sense of urgency.

Make It Easy to Click

If you’re posting one video across several marketing outlets, leverage the video platform to craft specific CTAs for each. For example, you can create different iteration of YouTube videos and tailor annotations for the different uses. You also don’t have to add your CTA at the end of the video only. Wistia allows you to add turnstiles throughout the video that tie the CTA right into the narration. These annotations can be adjusted in just a matter of seconds and are effective for getting the right message to the right people.

While there are only so many ways to tell viewers to email, click or call, you still want to make it as easy as possible for people to take the next step. Location specific messaging, offering more, letting viewers know when to take action and making it easy to connect are key to success. Use these four tips, and you’ll wind up with better results from your video.



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