If you are not using video for marketing your business then it’s time to start thinking about it. According to a study by Cisco, video content will account for 82% of overall web traffic by 2021!
That means the majority of web traffic is video views, and not using it in your marketing means you are missing out.
Why is video so important? Quite simply, video allows you to convey a lot of information in a short time. It’s more engaging because people can visualise a message a lot easier than using pages of text.
Videos are also emotional, which means your potential clients and customers quickly connect with your brand. But one area that many businesses don’t spend enough time considering is their call to action.
The goal of marketing is all about that call to action! Without it, your potential customers won’t know what you want them to do with the information you’ve given them. The best case scenario is that they hunt out your details, but that is only in rare cases.
Video should always include a call to action. When you set out to plan your video, you need a storyboard as well as a script. We’ve already looked at these elements in our series of blogs.
It is essential at this early stage to decide what your call to action will be. A jaw-dropping video is all well and good, but if it doesn’t result in sales or engagement it fails as a marketing project!
Engage with a call to action
Whether you are streaming TV, driving around cities or listening to radio or music streams you are bombarded with marketing messages every day.
Each message will include a call to action, which means they want you to do something. You may want someone to visit a contact page on your website or simply to visit the shop on your site. Some businesses want to increase their reach, so will ask you to share content or like it. Either way, they are all a call to action.
Your call to action doesn’t have to be at the end of the video, either. If you have calls to action throughout the video it is more likely to get results.
This hilarious video from Dollar Shave Club is a perfect example. Throughout the video, the presenter mentions the website name several times. Why? Well, you can’t buy the products from the video so the message is to visit the website. That’s the call to action! Yes, there is a screen at the end of the video, but that’s just reinforcing what the presenter says.
How to create your call to action
1. Make a start
Statistics reveal that a minute-long video has a bounce rate of 20% and that increases to 40% for those up to 3 minutes long. What does that mean? Well, that’s how many people stop watching your video before it’s finished.
If you leave your call to action until the end, then there’s every chance it’s wasted. You need it early in the video, ideally in the first 20 seconds. So rethink where your call to action is placed.
2. Use different types
You don’t just have to have calls to action in your video! Platforms such as YouTube and Vimeo give you the opportunity to add clickable elements. These can link to a landing page of your website and this encourages engagement. So when you’re thinking about a call to action, this outside the box of the video screen!
3. What do you want?
Your audience may love watching your video but when the final screen disappears, have you really told them what you want from them?
You may not want to ask a potential customer to buy straight away, especially if your service means you can’t offer a single price per client. So, think about what you want them to do. Do you want them to contact, call or sign up to a newsletter so you build engagement? Whatever you need, tell your audience. If you don’t, you won’t hear from them.
And remember, that some calls to action won’t work on a smartphone! It can be tricky to fill in a form on a small screen, so think carefully about what your call to action means for the end-user. If it’s to share the video, then that’s a better way of engaging than filling in a long form, which they won’t do!
As you can see, there’s so much more to a video than simply writing a script and storyboard. The more effort you put in, the better the results. And that’s why video production from Media Borne is so successful for many North East companies: it’s all in the preparation.
We can help you create videos with excellent returns on investment. So, contact us now and let your business grow with video.