CONTENT IS KING! You’ve heard this many times, probably too many times.
– But how about asking your customers to act?
Sometimes the trickiest part of marketing isn’t the Tweeting, blogging and Facebooking. You need an effective (i.e. killer) CTA, also known as call-to-action. The following steps provide you with a simple but very helpful guideline to this challenge:
If it’s a duck, call it a duck
Be clear in what you’re asking them to do. If you want them to download, say ‘download.’ If you want them to subscribe, say ‘subscribe.’” But don’t stop there. Your business should be mirrored in your CTA. If you are an e-commerce site, include words like “shop” or “order” in your CTA.
Remember that you’re addressing people, not some faceless audience. Talking to a “real person”, for example by saying “you”, can have an effect on the action your audience takes.
Mobile usage is rapidly growing. Small screens, however, have their limits. It is not by accident that – according to a Google report – 61% of mobile searches result in a phone call. Many browsers on mobile devices provide “call now” option for phone numbers displayed on the site. If you expect mobile users to “fill out a form” instead of tapping on that “call now” button, chances are that you might lose them.
Give them a reason
Your unique selling point (USP) should be communicated in your CTA. Do you offer free consultations? 50% off a customer’s first order? Highlighting what makes you special is an excellent way of standing out from the crowd and ensuring that you get those clicks, calls, and social shares.
Not only phone numbers, but also percentages, prices (if they’re low), etc. When we’re looking for a deal, our eyes gravitate to numbers. Numbers can draw shoppers’ attention to your messaging and entice them to take the desired action.
The keyword is still “Easy”
In many instances we see call-to-action phrases embedded deep in the copy. They are there, but they are disconnected from the actionable section of the page. The audience should be able to go directly from the CTA in question to performing whatever it is you have asked them to do: downloading, making a phone call, etc. Steps in between guarantee the loss of a lead.