Okay – so you know that explainer videos are an essential element to your overall marketing strategy. But watching them is one thing. How do you make viewers actually get up and do something about it? How do you make them do what you want them to do in relation to your business?
The answer is – by including the right call to action (CTA).
What is a CTA?
A call to action (CTA) expresses what you want your viewers to do after watching the promotional video. A CTA can make or break your video. Never leave your audience without a proper instruction on what you’d like them to do next!
Why? Simply because people will easily forget about the explainer video and everything they’ve learned about your IT business if you don’t end your video with a strong call to action. This is the point where you have the opportunity to virtually close your sale by telling them what they should do next.
This brings us to the next logical question.
What kind of CTA should I include?
There are several things you need to keep in mind:
- Crystal clear CTA: The first rule of thumb is to keep your CTA crystal clear and as simple as possible. Be specific – use direct verbs and imperatives. Of course, every company will have a different approach depending on the product or service they’re trying to market. But whatever the case, you don’t want your viewers to have any questions whatsoever as to what they should do next.
- Be specific: The most common CTAs are along the lines of “contact us” or “email us for more information”, “visit our website” etc. These are all good CTAs, but in addition to these, IT businesses often need something more specific to reach out to their target audience.
- The action: Your call to action depends on what kind of action you want your audience to take. Video players today allow you to add pop-up CTAs or embed contact forms into the video itself.
- The platform: It depends whether your video is on YouTube, another similar platform, or on your website. If the video is on YouTube the obvious goal is to bring the viewers to your website. You’ll do that by leaving a customized link leading to your website or landing page. This should be the place where they can get all the necessary information they need to take the next step, and ultimately convert to paying clients
When visitors are already on your website, your video should instruct them on what to do next.
Your CTA will depend on the following 3 questions:
- Do you run an ecommerce website?
- Are you trying to promote a whitepaper or a newsletter?
- Do you simply want people to reach out for more information?
Depending on your individual needs and the type of IT business you own, you can end your explainer video with some of the following 5 CTAs:
Fill out a form
This type of CTA is useful if you want people to request more information.
Pose a question
Questions are always great because they spur engagement, which equals more potential clients. Ask your viewers to express their opinion or experience on relevant social media channels, perhaps even using a specific hashtag.
Subscribe for a free trial
Freebies are always welcome! If you offer subscription-based services the end of an explainer video is a great opportunity to tell this to your viewers.
Buy now/Shop today (Plus a short instruction on how to buy if necessary)
This one is obviously for the ecommerce websites or for retailers. Create a sense of urgency by using direct verbs like ‘shop’ and ‘buy’ and also use this opportunity to promote discounts or giveaways.
15-day free trial!
This is usually used for companies that offer services with a guarantee that you can get your money back if you don’t like the service they’re offering. If you have this policy this is a great place to spread the word out. People will feel more secure when the company offers a 15-day trial rather than take their money without the possibility of getting a refund.
Which CTA do you think would work best for your IT business and end your explainer video? Share your thoughts and experiences in the comment section!