Video Marketing "Call to Action" A Key to Customer Acquisition

Posted by L7marketingsolutions in Dallas-Fort Worth-Arlington, TX on Sep 30, 2009

 

Online Video Marketing "Call to Action" is the Key to Engaging and Converting Viewers to Buyers. No matter what "for profit" business you're in, one fact doesn't change, we're all in the business of customer acquisition. We strive to employ different marketing techniques with the primary goal of driving incoming traffic to our website. The Call To Action (CTA) is a crucial part of your arsenal and key to building and maintaining your conversion goals.  When you start scripting any video, the question always pops up as to where to place the Call to Action. Putting this in context, do you think someone would rather read text or be entertained with informative visual content that makes the engagement personal?
Video is a more linear experience than viewing text on a web site. On a stationary page, the user may jump around clicking on different paragraphs while being distracted by various pop ups or links until they land on the Call To Action and are suddenly inspired to perform some required action. When you engage someone with video it's a different experience entirely. Viewer expectations are different for video. Unlike a web page, a video has a start, middle, and an end. In order to attain the goal of increased conversion you have to ask the audience to do something, so there has to be a compelling Call To Action.
The CTA, if properly introduced through the scripting process, can be inserted at the start, middle, and at the end. It can be subtle, direct, or indirect as a matter of the natural progression from start to finish. Experts suggest that the CTA can be immediately visible to the audience throughout the entire length of the video. It's known as the principle of 'See it. Hear it. Click it.'
Statistics prove that a majority of viewers respond better to answering the CTA if they're told about it and it's immediately available. In essence, you still need to test different options to determine what works best for your viewers. If you've done your homework and the audience has received your message, then the CTA will answer the " What do I do next?".
Consider creating creative calls to action within your video. How you do this will of course depend on the goal that you have in mind as well as the type of business that you might be promoting.   A quick example of this would be to offer the viewer additional free marketing tools if they will just go to your website and complete the opt in boxes for 3 friends that need to see your offer. If you are selling a product or service, try including a unique promo code in your video that you can track when users make a purchase. This is not only an incentive to get the viewer to inquire more, but is a good way to track and measure the ROI of your video marketing effort. Other ideas include teasers, contests, etc… Even a call tracking number within the video sometimes works.
If you have control over the video player, consider including interactive features within the video player. For example, the ability to fill out a quick email inquiry from within the video, hyperlink overlays, etc…If you're from Plano, TX. or Sonoma, CA. you can offer a free miniature state flag of each state for those that sign up from the states listed. Have a couple of flags waving in your video and tell each person that opts in who has an address in that state, to be sure and ask for their flag. Just a simple idea, but build a theme around the call to action.
Beyond calls to action, don't forget the importance of showing your brand within the video. This can be done with watermarks or even just showing your website URL in the lower-third of the screen. Or you can super impose it on the screen so that it's visible but doesn't detract from the message. I hope this information has been informative and useful because it's only a matter of time before the majority of all companies, big or small, will be using video to some extent.
You need to have fun and educate, remember if you want to eat with the classes, you have to serve the masses. If you'd like to learn more about video marketing or other marketing tools for your business go to www.L7marketingsolutions.com Ryne Landers

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