Producing a video and promoting it has an end goal, and that goal should be encapsulated in your call to action (CTA). Whether you want your audience to visit your website, follow your account, or book an appointment, you should be telling them directly. Even if you tell them exactly what you want, however, your job is not done. You should make it as easy as possible to follow through on that action – otherwise, your conversion rates will suffer.
Once you understand these few simple steps to optimizing your CTAs, you’ll incorporate them in every video promotion to come.
Promote the Video On A User-Friendly Interface
Videos can elevate your other assets like no other content. Your website will become more exciting, your social media will be more impressive, and your emails will enjoy more engagement. On the flip side, the place you promote your video can be detrimental to its effectiveness.
Websites that lack other components assisting in the visitor’s journey from lead to customer might not benefit from a video as much as expected. If the navigation is not clear, the text is uninformative or excessive, and there are no clear forms or buttons, the visitor will likely be confused or frustrated. In this case, your high-engagement video might end with a bold and clear CTA, but the visitor will find it difficult to follow through.
Choose a CTA-Friendly Platform
No matter which platform you choose for promoting your video, ensure it provides the ability to insert a clear link or button that the visitor can use after they’ve reached the CTA. Click funnels are a great choice because they guide the visitor from discovery to conversion through a series of pages. Facebook advertisements are also excellent because of their clear title, description, CTA, and button.
Having clickable buttons at the end of your text or video is helpful. Vimeo, for example, allows you to embed a link right in your video, making it obvious and easy for the audience to do exactly what you’ve described. On social media, it is not always as easy to include a link or button. Instead, you can include a CTA at the end of your copy that describes exactly how to follow through. Provide a clickable link as closely as possible to the video itself, even if it has to be in your profile. Some creators have found that posting in the comments sections is successful as well.
Pack An Emotional Punch
Outside of making sure the interface is user-friendly and allows hyperlinks, the way you write your CTA also matters. If you’re interested in diving deeper, you might find it beneficial to learn about copywriting. If not, you’ll want to remember one thing: people respond strongly to emotion first, then reason later.
Writing your CTA with the emotional impact in mind will give your video conversion a boost. The emotion you choose to utilize will depend on your target audience and the action you’re hoping they’ll take. For example, a school’s video marketing campaign targeting prospective families might intend to create excitement surrounding learning about the new community and the opportunities available. The more excitement the video campaign can create, the more likely a viewer will be to follow through on the CTA. If you are promoting an event, you might decide to utilize a fear of missing out in order to drive conversions.
If you’re interested in learning more about improving your video conversion with powerful CTAs, contact Monzo Media Productions.