Hosted by Small Business Expert Scott Martineau
When it comes to online marketing, nothing is more important than your “Call to Action” or CTA. The call to action tells the viewer what exactly you want them to do. Usually, when it comes to CTAs, less is more. You want your audience to have one or two choices of actions to take for each video, article, or whatever, no more. A Call to Action may be a request to buy, opt-in, and yet some will be share, some will be like, and you may ask people to just comment. There are different ways to do it all without seeming like a used car salesman.
You know that CTAs are important in all your written content, but you may not be so sure how to go about it with your video, or other content, or why it is so important. But, the Call to Action is important in all your communication with your audience. Having said that, each piece of content, including video, will have a different purpose, therefore a different type of Call to Action.
Remember the Buying Cycle – Your Call to Action will depend on the part of the buying cycle that the content or video addresses. Some people will come to an article or video due to wanting to learn more information; in that case, they may want to “subscribe” so that they can learn more.
Use Specific Action Words – Instead of trying to be tricky when it comes to the words that you use for your Call to Action, let them know what they get if they opt-in, like, share or comment. For Example: “To get more videos or articles just like this please subscribe.” Another example: “If you want to enter the contest, answer the challenge question in the video below.”
Avoid Niche Jargon – It’s tempting to use words that are considered jargon within your Call to Action, but it is a mistake. You need to use CTAs that speak to your audience in a clear manner and that make no mistakes about what you expect from them.
Remember the Audience – Everything is always about your audience, and never about you. Everything you say and do needs to be something that shows that you understand their pain and can help them.
Think: One or the Other – When it comes to a good Call to Action, it is imperative that you do not give them too many choices. You want to think in terms of “this or that” to ensure that they follow your CTAs smoothly.
Bumpers Work – A bumper is a picture or video added to the end of each video or content that gives them a Call to Action. The CTA can change depending on your purpose for the content or video. You can create various bumpers to add to the right video or content, depending on the purpose.
Have a Contest – A great way to draw attention to a Call to Action is to host a contest of some kind. A contest can help encourage more shares of a video without even trying while drawing attention to a different CTA such as engagement via commenting.
Send Them to Another Video – A great Call to Action that is not often considered is to send them to another video or content via an annotation or link in the description. Sending your viewers to more of your content and videos is a great way to improve views.
The Call to Action is likely the most important part of your content and videos. Without it, people may not read or watch more, like your content or video, share it with others, or even comment. While it may seem like you are selling and yes, you hate selling, if you do not have a CTA in your content or video you will miss out on the benefits of having content and videos in the first place.