Tuesday, 3 November 2015
Lights. Camera. Call-to-Action!
By now we all know that, for most marketing challenges, video works better than just about any other medium. It cuts through where text alone can struggle to make impact and it can make a powerful emotional connection which really inspires action. But should we be spelling out exactly what that action should be?
Video is no panacea. When shared in the right way (with the right person at the right time with the right message) it can have a stunningly positive impact on buying behaviours. In fact, the wiley marketer will already understand that video can be used strategically throughout the buying journey a step at a time and an all-important call to action (CTA) can be the ultimate guide.
However, not all video platforms are created equal. vCreate is one of the very few that helps you to build your video content as well as share and measure it. It’s also one of the few that allows you to add an ‘in-video’ call to action at any point during the video. That can be anything from a web-link through to a personal email address, inspiring that all important next step at exactly the right moment in the video.
So how important is it? Well, it could be absolutely critical.
Let me give you an example. Let’s say Vertua are a company selling software that simplifies complex project management and workflow. They have to get that message out to prospects quickly and clearly using an initial video campaign to present their ‘elevator pitch’. So they create a two minute video which focuses on the benefits of their software and why it’s better than anything else out there.
Now let’s say that 25% of the recipients of the campaign email watched the video. What does Vertua now realistically think might happen? Is that enough to make a customer buy? Probably not. But they may well be interested in seeing a demo as the next step in a typical buying journey. There is no better way to show a quick benefit-led demo than video. So maybe the CTA on the first video is to click through to a second video, which you can then track as you watch the customer make their way through the buying journey.
So 60% of the viewers of the first video liked it so much that they clicked to watch a second video – this time a demo of the product. What does Vertua expect will happen then? Again, the CTA is critical here. Perhaps it’s now time to engage with the sales teams directly. So why not link directly to an email address? Or maybe to a campaign web page where the choice widens to include customer case studies, insights and offers.
The point is that used smartly and in short-form, video is a powerful tool in helping move customers along the buying journey. ‘In-video’ CTA’s are really critical to ensure that they don’t get lost and have to find their way to the sale themselves. Because left to their own devices they (and the sale) could quickly get lost.