Calls-to-action (CTAs), text or graphic prompts which encourage your customer to take a particular user journey, are one of the key elements in generating sales leads as a result of your marketing activity.
All of the content you produce across your PR and marketing campaigns including email shots, social media updates, blog posts, press releases and even experiential marketing should carry clear calls-to-action that will enable you to turn potential prospects into solid sales leads.
At every stage of your campaign, asking yourself what call-to-action you're using to drive consumer behaviour will ensure that you and your team stay on track. For instance, before you post a social media update or blog article to your website, take into consideration the audience engagement that will follow this kind of activity; are you giving your followers a reason to share? Here are a few tips to selecting a strong call-to-action for any of your PR and marketing content:
1. Firstly take into account the stage of the buying cycle your visitor will be in when they reach your content. This will make a huge difference to which CTA you select; for instance a new visitor to your website is unlikely to be interested in the things a repeat (smart) visitor would deem as most valuable. The more relevant the call-to-action to the reader, the more likely this is to turn into a sale.
2. Stick to snappy language that actively encourages people to take a journey; that means staying away from using buttons with the words 'click here' or 'submit' written on them. Using verbs rather than adverbs and buttons that will inspire people to 'Get started' can help grab your reader's attention and stand you apart from your competitors.
3. Do not under any circumstances use jargon in your calls-to-action. Your visitors don't want to be confused; they want access to more information about your product or service. By using technical language in your CTAs you risk losing a potential lead at a crucial point in the buying cycle.
4. Ask yourself what content format your audience is most likely to respond to i.e. ebook, video or webinar? Does your blog audience generally prefer ebook downloads? Does your email list respond well to webinar registration prompts? If you notice one format of offer always out-performs the other CTAs you can use this insight to build stronger calls-to-action throughout the rest of your content.
5. Keep your calls-to-action succinct, between 100-150 characters is about the optimum amount of text. Wherever your CTA is displayed, website, email or press release, it's fairly safe to assume that your reader's attention span will be limited. This means it's important you ensure you include all your key messages and offer details in one short and sweet sentence.