Typically, the purpose of video marketing is to convince your prospects or customers to buy your product or service. Since your marketing videos might be viewed outside the context of your website, it crucial to include all the information viewers need in order to buy from you.
What is a video call-to-action (CTA)?
A video CTA is typically a button or text that tells viewers to do something during or after the video plays. A great video CTA tells viewers how to find you, where they can get more information, or why your offer is so special. In general it’s best to avoid using the same video CTA every time – change it up depending on your content and goal of your video.
If your goal, for example, is to drive more sales with an explainer video, consider ending your video with a suggestion like: “Want to eliminate [viewer’s pain point]? Buy our [product name] today at www.yourwebsite.com.
The best video CTAs for marketing videos include these 4 elements:
1. A special offer that motivates people to visit the website: Coupon codes and free items always grab people’s attention, for example
2. Your company and/or product name: Use your logo, if possible
3. A specific website address: This address, known as the landing page, ties into the offer
4. A phone number: An easy to remember 800 number works best to encourage viewers to call you
You may also want to consider including your company’s website address (or URL) at the bottom of the screen throughout the video, since many viewers won’t watch the entire video. This makes it easier for people to find you when it’s most convenient for them.
Avoid using dull language like “Learn more at www.yourwebsite.com.” Doing so gives viewers a really good reason to check you out.
A viewer’s attention is shorter than you might believe (and getting shorter, it seems, everyday). Make your video CTAs clear, crisp and unique – avoid using dull language like “Learn more at www.yourwebsite.com.” Doing so gives viewers a really good reason to check you out.