Is Your Call-to-Action Working for You?
If your marketing strategy includes a newsletter or any type of email marketing always, always include a CTA or a Call-to-Action within those materials. It’s the Golden Rule for all marketing plans.
Never expect that people will automatically do anything without being prompted to doing so.
People must be ‘told’ to do whatever action you want them to take. They must be solidly informed in a very short period of time WHY they need to take action. This is a difficult task to accomplish given the small envelope of time and space in which to get that message across.
Remember that you can send out marketing materials until you are ‘blue-in-the-face’ expounding all the great features about you and your business but if you don’t get people to ‘do something’ you are throwing your time, energy and money into a bottomless pit.
Know the Audience
If you want your audience to ‘do something’ useful such as leave an email address for a monthly newsletter then you need to offer something your own audience will desire.
You wouldn’t necessarily offer tips to upstart a lifestyle coaching program to an accountant.
So know who your market is and then gear your offering toward that audience.
If you have more than one target market such as in my case, coaches, speakers and authors, you can offer more than one ‘freebie’ geared to that audience or find one common denominator such as ‘small business tips’ to offer to your entire audience.
On the backend, your social media marketing, your printed materials and your website should all be geared toward your chosen audience.
- Add your CTA to your Facebook page which directs people to the sign up page either on Facebook or on your website.
- Add your CTA to your LinkedIn profile in the website area. LinkedIn offers 3 places to input your linked URLs. You can use one of those links to direct people to your CTA page.
Use Powerful Verbs
Your CTA needs to direct people to do something in one or two words. Make a list of powerful, leading verbs that will get people to take action immediately.
Such verbs may be:
- Act Now!
- Register (although not so powerful)
Make Your Offer Easy to Understand
If you have a CTA that tells people what to do, you want them to have all the information they need to act at that moment. For example, if you want them to sign up for a newsletter in exchange for their email address, make it short, but clear what the newsletter will be all about.
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You may need to play with these sentences, which should be kept to one or two simple statements. Don’t provide links to other pages (for an explanation of what you are touting), which gives a description of what you will be sending them. Once they leave your sign up page, they may never come back.
Use a fancy button image such as ‘Click here’ instead of providing a link (above for an example). Buttons almost always get the better responses over providing a link. Search around for ‘free CTA images’. www.Hongikat.com often gives away free Photoshop images that can be used for this purpose.
Try to use statistics in your short pitch to get people to do something. Never make up a statistic but see if you can find a statistic you can use. Take a survey of your customers using your product using www. Surveymonkey.com and see if you can create a statistic you can use. For example, “97 percent of my customers who have signed for my service state they are very satisfied with my services”.
Use common terms
Nothing galls me more than when people use industry-specific acronyms expecting everyone else to know what those acronyms mean. (An acronym is the first letter of a string of words used to shorten the way the word is stated. In some cases, the acronym becomes the word if commonly used such as DMV, FBI or DUI.) However, never assume that everyone that comes to your website will know what industry words you may be referring to. So always spell out all words and place the acronym in parenthesis. By doing so this gives you leeway later to use the acronym in your text safely.
So you have your call to action up on your site and you notice no one is signing up for your freebie. Your marketing is good and you have provided good advertisement on social media for the freebie.
So change the words around. Instead of ‘Click here’, use ‘One Click Sign Up’ or ‘Act Now to receive…’. Then see how that campaign goes. Stick with the terms that work for you and for your targeted audience.
If you spend any time or money at all on your business, invest in a CTA that works consistently!
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