Sellers who can craft a winning sales call to action have a big advantage over others. It’s an especially helpful skill for videos. Videos are a must-have tool for sellers. And they are useful for a variety of situations.
But, best practices impact success. Sellers must ensure they’re using tactics that connect with buyers. Sharing her expertise with LinkedIn, Rachel Shi emphasizes the importance of best-practice awareness.
“Using video for business development & sales will do wonders for your revenue goals when executed right,” she writes.
If you use video to inspire an effort in the viewer, a call to action is a must. And it must be clearly stated and easy to execute. The professionals at Animus Studios recognize the importance of detailing a next step using video.
“You might think…a call-to-action is just a detail…[but it’s] one of the most important parts of video.”
They highlight just a few reasons why a call to action takes videos to the next level:
Assists decision-making. Giving buyers a clear next step makes it easier for them to move forward. Doing so cuts down on time spent deciding what to do next.
Inspires loyalty. Animus points out that including a call to action can make the buyer feel like part of the team. They feel included. This naturally encourages them to feel a sense of loyalty.
Nurture leads. Not every sales call to action has to be an ask to close. It can simply be an ask that moves the prospect along in the funnel. This preps them for a close further along the sales process.
What types of actions should sellers encourage?
As SalesFuel points out, there are many calls to action sellers can implement. And sellers should use them throughout the entire sales process.
Animus encourages sellers to use video calls to action at various points of the funnel. And remember, they don’t need to be a big ask. They suggest incorporating the following:
Getting in contact with you. Include a request to contact you by phone or email. Include your contact information, or even better, a direct link, to make it easy.
Signing up for a newsletter or blog alerts.
Connecting on social media. Invite them to engage on a social network. And don’t forget these social best practices.
Offering opportunities to purchase. There may be a situation in which you want the prospect to make a purchase. Include all the necessary information and clear steps for how to buy.
Way to use calls to actions
Keep in mind that a sales call to action in a video will be different from other methods. Consider the media options you can share in an email or during a call. Images, text, audio, and buttons are the best option for video, according to Réal Paul-Hus.
Animus encourages sellers to seek out new technology to help with implementation.
“Many video players allow you to…add clickable links, pop-ups, gated screens requiring email, and more right in your video.”
Don’t overwhelm the viewer with multiple options. Choose one or two that work seamlessly together to create an easy experience for buyers.
And Paul-Hus recommends placing the call to action at the beginning, middle and end of a video. That way, you boost chances of connecting with the viewer no matter when they quit watching.
Also, keep devices in mind when creating the call to action. The buttons, images, text, and links all must be compatible with a variety of devices.
“You need the process to be as painless as possible if you want to maximize your conversion rate,” Animus advises.
Crafting a sales call to action is a skill every seller must know. And incorporating those calls to action into video can help sellers connect and close even more. Consider these best practices and adapt them into your own strategy.
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