Whether you want more engagement, more leads, or more sales, effective video marketing can help you achieve your goals—and it doesn’t have to break the bank.
The secret to video marketing on a budget is simple…
…the factors that make marketing videos effective aren’t things you can buy.
Creating a strong call to action, evoking emotion through a story, and explaining the ways you can help the viewer are all FREE things you can do to make your marketing videos as effective as possible.
How to Create an Effective CTA in Video Marketing
A call to action (CTA) is imperative in any marketing video: it’s the final piece in the puzzle that’s designed to get viewers to act.
In video marketing, a CTA can take a few forms. Here are just a few examples:
- On YouTube, you can create cards and end screens that send viewers to other videos or playlists. You can also put as many links as you want in the description of the video.
- When you upload videos to Facebook and LinkedIn, you can include links in the description of your video.
- When you run video ads on digital platforms, you’re able to customize a button that can link to a landing page.
Again, this is only a brief list—there are lots of ways to send viewers where you want them to go, especially when you implement video into your digital advertising strategy!
Regardless of where on the internet your marketing video ends up, here are some of the best ways to make sure its call to action is effective.
Make it absolutely clear where your link will take the viewer. And take them directly there, not to your website’s home page—the further down the funnel you can lead them in one click, the better! Less friction and frustration means a happier consumer.
Keep it Short & Sweet
Just because you need to be specific doesn’t mean you have to write paragraphs. Your marketing video’s CTA should be direct and straightforward. Tell them only what they need to know—and just enough to pique their interest.
Never assume that your viewers will know intuitively what you want them to do just from watching your video. Verbally ask or tell them what you want them to do: click the link below, subscribe to learn more, contact you for more information, etc.
Attention spans are short, so consider putting a CTA at the beginning of your video. (This also helps someone who’s already interested get started right away!) Then, repeat your CTA at the end of the video to help reinforce it in the viewer’s mind.
How to Evoke Emotion in Your Video Marketing
Emotion is the #1 strength of video. Here’s how to add emotional impact to your marketing videos—for little to no cost.
Put a human face in your video. Other people—especially “real” ones (i.e., not actors)—are much more engaging to look at than moving text or generic stock footage. This, more than anything, helps viewers relate to the message you’re trying to send.
Tell a Story
Take the viewer on a journey. For example, if you’re filming a testimonial from a past client, ask them to describe the problem they had, what things were like when they had the problem, and how they discovered you. Finally, have them explain how you helped them and what their life is like now that you’ve solved their issue.
Choose the Right Music
The right music can influence viewers’ emotions—and, more often than not, you can find it for little to no cost. Sites like Bensound, Free Music Archive, and Audio Jungle are good resources for royalty-free music, making them perfect for affordable video marketing. The YouTube Audio Library also offers music you can use for free.
Instead of purchasing stock video (which often comes off as canned and inauthentic), shoot around your area! We’ve discovered that including recognizable B-roll footage from around our clients’ cities is great for evoking emotion and generating engagement.
How to Keep Your Video Marketing Customer-Focused
There’s an easy trap to fall into when you start creating marketing videos for your business: making it all about you instead of about the viewer.
Any time you create a marketing video, make sure most of the focus is about how you can help the viewer, not about how great your business is. There’s no greater turn-off for someone looking for a solution than a video that does nothing but talk about you.
Instead, identify the problem the viewers are looking to solve and explain in detail how you’ll help. That’s where you can sprinkle in details of what makes your company the solution they need—and that’s the key to convincing consumers to choose you over someone else.
How to Get Started Making Effective Marketing Videos on a Budget
Kirkpatrick Creative has years of experience making marketing videos that are effective and don’t break the bank. It’s all part of our strategy of advertising engineered to work: creating efficient marketing that works as hard as you do.
If you’re ready to get started creating effective marketing videos on a budget, contact Kirkpatrick Creative today. We have clients in Arkansas, Oklahoma, Kentucky, and more, and we’re prepared to travel to you to make your business’s goals happen. Let’s get in touch!