How to Create a Call to Action in Video Marketing

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CTA’s to add to your video marketing

The purpose of video marketing is to create intrigue, excitement and raise brand awareness. But possibly the most important purpose of video marketing is the call to action (CTA). A Call To Action in your video encourages a response or action from the person watching it. It’s a must have marketing tactic to use in your videos as it can drive people to make a purchase, visit your website, sign up to your newsletter or just generally convert in the way that you want them to.

How effective are CTA’s in video?

According to a recent study by KissMetrics, adding a single CTA within a video generates as much as 380% more clicks than a CTA on the sidebar of the same page. In addition 64% of consumers are more likely to make a purchase after watching branded videos on social platforms. Now that we know how effective Video Call To Actions can be, let’s take a look at the different types of CTA’s that can be used in videos.

CTA Video Examples

Social Media CTA

Video content on social media is continuously growing. Views of branded video content have increased 99% on YouTube and 258% on Facebook between 2016 and 2017. On Twitter, a video Tweet is 6x more likely to be retweeted than a photo Tweet. This goes to show that Social Media CTA’s in video are a great way of raising brand awareness as well as awareness of your message or campaign. Encouraging people to share your content is no easy task though. In order for people to want to share your video content you really need to connect with them on a personal level and demonstrate that your values are aligned with theirs. In the below example we worked with North Wales Economic Ambition Board to encourage businesses, educators, communities and families to get behind the £1bn North Wales Growth Bid.

 

Sign Up CTA

The Sign Up CTA can be used in a wide variety of ways. Whether you’re trying to encourage people to subscribe to your company’s newsletter, sign up for a free trial or sign up to find out more information about a service, a Sign Up CTA is a great way of keeping your audience engaged. In the above video we asked users to sign up to help support the North Wales funding bid to help the region secure the best possible investment. We encouraged people to take action and sign up by creating a sense of urgency, highlighting that the campaign is for a good cause and that it could directly benefit them.

Enquiry CTA

Enquiry CTA’s and Explainer Videos go hand in hand when it comes to generating leads. The explainer video helps to pitch your product or service and guide the potential customer through the user journey, while the enquiry CTA helps seal the deal and allows the user to make an informed purchase decision. According to a recent study, 52% of consumers say that watching product videos makes them more confident in online purchase decisions. The below video is a prime example of explaining a complex industry and inciting trust in a business. We worked with RealRates to help explain to customers how they could help them with loan applications and why they should choose them over anyone else. The transparent breakdown of the service encouraged many people to make an enquiry.

Free Trial CTA

Free Trial CTA’s are an excellent way of converting people to make a purchase. Your video is your prime opportunity to explain to potential customers why they need your product or service and encourage them to trial them for free. The free incentive is often enough to get them to sign up and can help you increase brand recognition and generate leads. According to a recent report 16% of companies get more than half of their new business from free trials. In the below example we worked with Protector Home to raise awareness of the importance of online security and to encourage users to try their software before purchasing. 

Website CTA

Directing people to your website at the end of your video is a classic CTA and can help users find out more about your business. Not only that but it can help drive more traffic to your website and potentially increase sales. According to a recent study this has been proven especially effective with Executives in the B2B industry with 65% of executives visiting a marketer’s website and 39% calling the business after viewing a video. In the below example we worked with Kite Networks to create a video that helped explain their services as well direct users to their website.

If you want to attract more traffic and increase conversions, then video marketing and Call To Actions are the way to go.

Find out how you can increase sales and conversions with a free strategy call on 020 3984 9998.

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