Your video could be the most interesting and relevant piece of content your customer has ever seen, but without a clear and strong call to action, viewers are likely to move on to the next video.
If the goal of your video is solely to gain impressions and increase brand awareness, measuring by number of views will work. However, in business, videos are used primarily to nurture customers through the sales funnel. In a previous article, we discussed how marketers shouldn’t get overly satisfied with the number of views their video gets, if they aren’t seeing any conversions.
Today we are going to dive into the best practices for turning viewers who are interested in your video content into actively engaged prospects.
Related Article: If you don’t think your call to action is what’s keeping your video from getting conversions, review our “6 Reasons Why Your Customers Aren’t Engaging With Your Videos”.
Your calls-to-action (CTA) should fall in line with the goals you set out for your video marketing strategy. For most successful company videos, a combination of CTA’s are included in each video.
Your video may only show a fraction of your company benefits. With your audience’s attention in hand, leverage the video experience to draw viewers to your website or landing page. Not only will your viewers learn more about you, you will learn more about them and their behaviors.
Tip: In your video, you can tease certain compelling aspects of your company. You need to create a compelling reason for viewers to learn more about you.
Sometimes one video alone isn’t going to convert a customer. By encouraging your viewers to watch other related videos or webinars, you are giving them additional opportunity to discover why your company is the best choice.
Tip: Ensure the next video that auto-plays relates to the video the viewer just watched.
Your video may not offer the perfect solution for your viewer, but it might be ideal for their friends or colleagues. If viewers are not encouraged to share your content with their peers, it may not occur to them to pass the content along. Simple suggestions can have a huge impact.
Tip: Make sure to include options to share across Facebook, Twitter, Email, SMS, and other popular communication platforms.
Building a subscriber base is important because you create a regular viewership, all of whom have given you permission to market to them on a regular basis. By simply including a subscribe button and promoting it in each video, you are giving your video content the chance to be seen by loyal viewers every time you upload.
When the digital curtains close and your video fades to black -- this is when your customer is going to be most interested in your product or service. Now is the time to compel them to get in touch with one of your representatives. Include either a phone number they can call or a quick contact form they can fill out to receive your brand’s outreach.
Tip: The shorter and easier the form is to fill, the more entries you are likely to receive.