A Call-To-Action in Video Marketing Products can make a significant difference in how well they perform. While they’ll still perform well in most cases, having an effective Call-To-Action will result in more viewers feeling enthusiastic about responding right away.
Why A Call-To-Action Makes A Great Difference
Video Marketing has become the number one strategy in marketing according to many experts in the field. With effective videos that tell potential customers what they’ll gain by using a particular product or service, they produce a greater number of responses from viewers because videos are more appealing to consumers. Print and email marketing are still effective and some people still enjoy reading, but for the most part, everyone prefers to watch a video to learn the same information if one is available.
By definition, a Call-To-Action is the action a salesperson or company wants a potential customer to take after reading, hearing, or watching their message. The goal is ultimately to have them give their contact information or convert to a qualified lead by engaging more with the salesperson or company who produced the message they just read, heard, or watched.
To improve the effectiveness of a marketing or sales video, one of the last and most important steps is to include a Call-To-Action. It’s the part that prompts viewers to actually do something a salesperson or company wants them to do, and it often leads to many deals getting closed as well.
Essentially, when viewers watch a video to the end, they’ve demonstrated a clear interest in the product or service being presented. Otherwise, they would have stopped watching within fifteen or twenty seconds. For viewers who watch a video to the end, when there is a prompt ‘ask’ or Call-To-Action, they’re more likely to do what the Call-To-Action asks or prompts them to do.
Key Elements Of An Effective Call-To-Action
When formulating an effective Call-To-Action, it is best to know specifically what words or phrases actually work.
First, here are phrases that rarely work well: “Learn More” or “Get Started”. The primary reason they don’t work to get viewers to take action is because they’re passive. Basically, what they say to prospective customers is “I don’t want to bother you but I’d like to invite you to learn more about what we’re selling” or “I’m not certain what I’m selling will help you but I have bills to pay and I would really appreciate you buying from me”. While these are two extremes versions of a passive Call-To-Action, they simply aren’t bold or clear enough in directing viewers specifically what to do next.
On the other hand, when a Call-To-Action is bold and confident, it is more effective almost every time. For instance, here are phrases that do work well: “Buy Now” or “Schedule An Appointment”. They exude confidence without being arrogant or annoying, and consumers typically respond better to them because they direct or ask them what to do specifically next while their enthusiasm is still high.
Important: For some marketers or salespeople, being direct and bold with a Call-To-Action might feel too aggressive or too firm. Many professionals who work in marketing and sales do phenomenally well because they use a soft approach, but when it comes to using a Call-To-Action, that strategy is rarely effective. While it may feel too aggressive to use a bold, confident and direct Call-To-Action, consumers won’t take it that way.
Think of it this way – when a marketer or salesperson knows their product or service will make their customer’s lives better, consumers appreciate their certainty and feel better about buying from them.
Having owned an advertising magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014. The first time I held one of their video brochures, I thought something like, “Wow! This blows away our magazine and any other print advertising I’ve ever seen. This is like a TV commercial, and I’m holding it in my hands. Amazing!”
Since then, video brochures, video mailers and video boxes have become leaders in marketing performance. It’s a privilege to write about them. I also love MediaFast—with its top-notch product quality, industry leading customer service, and all of the wonderful people I get to work with.