Creating a marketing video without a clear call-to-action is like fishing without bait. Or fishing without any of the proper equipment, really. Grabbing your viewers’ attention is enough of a challenge; if you can’t persuade them to act once you’ve attracted their eyeballs, your video efforts have been wasted. It’s up to you to turn interest into conversion by creating a strong call-to-action within your video.
If your video is concise and direct (as it should be), your call-to-action (CTA) should be the same. What is the one single thing you want your viewers to do after watching your video? Define your goal in one sentence before you tweak audio or rearrange clips – none of that stuff matters if you don’t know what you’re selling.
Once you have established a single goal, make it easy for your viewers to achieve that goal. Point them in the right direction. Your CTA should always leave your viewer with a clear idea of what they should do next, and why. Here is where you emphasize the problem your viewer may be facing, presenting your product or service as the solution. Don’t just ask people to “click here” or “download now” – tell them WHY they should do it, and how it will make their lives better.
Effective calls-to-action always create a sense of urgency. Limited availability always increases the desire for special products and services. Common ways some brands create limited availability are through “3-day sales” or “this weekend only!” or “Hurry, before they’re all gone!” Time limits like these encourage your viewers to act fast, and increase the perceived value of your product or service. However, it’s important to note that while exclusivity and limited availability for your product can be effective, you can’t always have a constant sale or special going on; you’ll lose the trust of your customers and your credibility as a business will drop. Your products and services will lose their “specialness” and your brand value will deteriorate. Use these immediacy tactics wisely.
You don’t have to wait until the end of your video to introduce your call-to-action. Most web video viewers stop watching a video after the first 15 seconds. Hit them hard and hit them early, if you need to. Make your CTA clear and obvious, from the get-go. At the very least, make sure your viewer knows how to get in touch with you or how to find more information throughout the entire video, from beginning to end. You can do this by adding a lower-third with your company phone number, website URL, or email address with a simple “Contact Us Now!”
For more information on creating effective marketing videos, contact the experts at In Focus Studios. Located near Durham, NC and Washington, D.C., our experienced videographers can help you with all your video needs. Call today for a free consultation!