Element 4 – Call to Action
You have established your authority, you have defined the problem, you have shed even more light on the problem, and you have offered a solution.
Perhaps the most important element of a successful video campaign is next, the Call to Action. In marketing terms, the call-to-action is what you want your viewers to do next. I call this Next-Step-Marketing. Your viewer has watched your videos, they have learned something and hopefully been entertained. At this point they are wanting more. More info, more resources, more DIRECTION.
If you want a particular action (buy, subscribe, visit, watch another) you need to spell it out in simple terms. Make it fun, make it interactive but keep it simple.
The old school “focus on one” action is still king when it comes to telling viewers what to do next. However with today’s technology, you can offer a a few choices, catering to every need of every viewer.
Do not try to sell. Let me repeat this. Do not try to sell anything. If you have read Gary Vaynerchuck’s book Jab, Jab, Jab, Right Hook, (and you should) you will know that it’s all about building depth vs width, engagement vs the sale, the long game vs the short game. In order for me to play the long game, I’d like to get you engaged and hopefully, get your email address so we can continue the conversation. Going deep means I am more concerned with having a “relationship” with my customers than simply having more numbers in my social media accounts.
The ask of your video is the one action you’d like your viewer to take at the end of the video. The Ask is usually for one of the following actions:
- Please Subscribe
- Leave a comment
- Click here
- Visit us at (name of website)
- Give us a Thumbs up
The End Card (Extro)
With YouTube you can now give the above vocal Call-to-Action AND leave the viewer with an end screen that not only gives the viewer opportunities to subscribe, but opportunities to stay on your channel and watch other videos and/or other playlists. These are often called end screens, extros, end cards,
Here are some examples of great end screen call-to-action
These end cards are made interactive by adding Spotlight annotations. When a viewer click on an icon, they are taken to a new video, a playlist, a website, or added as a subscriber. These end screen call-to-action cards give an added bonus. If your viewer is watching on YouTube, there is no way to keep “Related Videos” from popping up. By leaving this end screen up for 10-30 seconds, the viewer can make a decision to click on your subscribe link. By suppressing the related videos from popping up, you give your viewers the opportunity to stay on your channel!
Why is this so important? you ask. The CTA is important because people want to know what to do next. Where to go, where to engage, where to continue the conversation. You want to keep them engaged with YOU and your channel and not get distracted and go elsewhere. Bottom line, you want their attention. Attention is what marketers pay HUGE sums of money for and once you have the attention of your audience, keep it! Offer value, offer ways to engage, trust the long game.