“Download our white paper,” “Sign up for our newsletter,” “Register for the webinar”). If they’ve watched until the end of your video, the engagement is high and you can be direct with an associated link (i.e. Be direct with prospects and keep them on a defined content track to guide them through the sales funnel. Use direct language and a logical sequence of simple prompts. When creating CTAs for your videos, consider the following tips for maximum impact: If you’re letting viewers drop off without a call to action (CTA), you’re missing out on a major opportunity, and you run the risk that leads will be distracted by Vimeo or YouTube’s recommended content.Īs seen in this recommended content grid after YouTube playback, there are plenty of opportunities for your leads to become distracted from your content.Ĭountering potential distraction, a great call to action directs viewers to more of your brand’s information, encourages subscription to your channel, spurs comments and feedback, and generates qualified leads based on the contact information you can collect and input into your marketing automation system. So what should you do? Having worked to optimize many videos, I can assure you that one of the best ways to inspire action and conversion is to never let your videos simply fade to black. By Michael Litt, CEO and Co-founder, VidyardĪfter investing in video marketing content, you don’t want prospects becoming distracted with the latest viral video of a squirrel on a jet ski, or worse, your competitor’s content.
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