One of the topics of discussion in my last post, 5 Ways Small Businesses Can Succeed on YouTube, was the importance and challenge of creating a call to action (CTA) in your video that engages customers and stands out from the other CTAs in the YouTube interface (such as watching additional videos). A video without a strong CTA is a missed opportunity for a small business looking to create new business from their video marketing. This is an important difference between video marketing for big brands and video marketing for small businesses. A large brand can post a video and use "softer" measures of success such as reach, brand recall, and impressions, but small businesses have limited budgets and success is measured in terms of ringing the cash register.
So let's look at a few ways you can create a compelling call to action that works for your business.
Offer a Unique Discount to Video Viewers
Perhaps the easiest way to measure the effectiveness of your video at driving sales is to provide a unique offer that isn't available anywhere else. If you're a restaurant you could offer a 2-for-1 special, a free appetizer or drink to people who watch the video and mention it to their server when ordering. You can measure whether the video is helping your business by tracking the number of discounts redeemed.
The keys to making this type of offer work are:
- It has to be memorable and valuable. It takes effort to remember a special offer or discount. People will only remember the offer it if it's worthwhile. If you're not sure what your customers like or want simply ask some of them. Then use that feedback to create the offer in the video.
- It has to be unique. This should go without saying, but if you make the discount in your video 10% off your services and you have 10% off coupons in the YellowPages and elsewhere you won't be able to track sales from your video.
- It has to be easy to redeem. The offer should be simple and straightforward to redeem. If you complicate things by requiring multiple steps, or put excessive restrictions and redemption rules around your offer you significantly decrease the likelihood of response.
- You need to close the loop. To continue the restaurant example, you want to give that offer a special menu code or provide some other way of measuring the redemption rate. If you're not having your servers, bartender or hostess track mentions or redemptions you won't have any idea whether your video is working for you.
Create an Ongoing Relationship
Another powerful way call to action is to create an ongoing relationship with the viewer – transforming a onetime viewer into an engaged potential customer. There are a few simple ways to do this on YouTube. The lightweight way is to ask them to subscribe to your channel. This is a great option if you publish video content regularly and have an audience that tends to visit YouTube frequently. Once they're subscribed they'll be notified when you publish new videos. You can also use the new YouTube bulletins feature to post news messages and video URLs to their home pages reminding them to come back to your channel page or latest video.
The more involved, but perhaps more valuable way, is to encourage them to sign up for your email newsletter, Facebook Page or other database marketing system. If you choose this call to action it's important to make the link to your sign up form easy to remember and accessible.
The keys to making the email sign up call to action work are:
- Make the link easy to get to. Put the direct link to the sign up form in the description of your video. YouTube will automatically change it into a hyperlink that users can click to sign up. You should also add it to the Website field of your channel's profile information. You can also put the URL in an annotation in the video so the viewer is bound to see it while watching the video.
- Make the link easy to remember. Create a link that makes sense and is easy for people to remember. A link like www.yoursite.com/signup is much easier than www.yoursite.com/forms/contact/email/signup.aspx?source=youtube. If you use Facebook make sure you use a custom URL. www.facebook.com/turnhere is ours for example. Keep it simple.
- Show it and say it. You'll make your call to sign up more memorable if you mention it and show it at the same time. Consider showing your URL in an annotation at the same point you mention it in the video. The audio and visual cues will help viewers register it as an important take away from your video. Also, point out where they can find the sign up link after the video ends.
- Tell them what to expect. If you ask someone to join your mailing list make it clear what benefit they'll receive by joining. Will they get special offers, latest news or free content? Will you protect their email address? How often will you email them? Try to address some of these questions upfront to maximize signups.
Ask Them to Spread the Word
Perhaps easier than subscribing to your channel or email list is enlisting your viewer's help in spreading the word to their friends online. YouTube makes this easy with their "Share" button located right below the video player. Ask them to post the video to their Facebook page, Tweet about it, blog about it or email it to a friend who they think could benefit from seeing the video. Because sharing a piece of content is a tacit endorsement of you and your content viewers will only share it if they think it is valuable enough to do so.
Those are just three ways to create a call to action in your video. By using an effective call to action you can track the success of your video at creating new business for your business. Have an effective call to action that works for you? I'd love to hear about it in the comments.
About our Guest Author: Morgan Brown is currently the director of marketing for TurnHere, a leading online video production and advertising company based in Emeryville, CA. Over the past 10 years Morgan has been immersed in various roles of marketing and in particular, online marketing. Morgan is the co-founder of Social Media Club Orange County and has given many talks on how businesses can leverage new technologies to build customer relationships and increase sales, reputation and loyalty. You can learn more about Morgan via linkedin or his personal blog.