Effective calls to action will reveal your connection to the buyer’s problem and the value of your message to your market. It represents the decision point between anonymity and courtship. Your visitor is giving something to get something of value.
The call to action constitutes the beginning of the relationship after getting found. Here are four call to action marketing strategies to employ in your buying process that will help your visitors take a next step:
- Provide Ideas. The problem you solve is something that your visitors are thinking about continually. They are looking for fresh ideas and new ways to attack their problems. Give a list of ideas, preferably that you have tested and can attest to working.
- Minimize Download Steps. Ensure your forms, buttons and the overall process for getting access is as simple as possible. Friction in the process can cause people to disengage. Be the buyer and ask yourself if you would be delighted or annoyed by the process.
- Measure Conversions. Use a real-time analytics system and ensure you can see the conversion points in the process for downloading. If people are on the page, then ensure that you can deduce why they discontinue if you see such metrics. If you see successes, replicate this elsewhere as part of your marketing automation process.
- Nurture Via Marketing Automation. After the call to action has worked, the next step is to create personalized marketing to the new lead which shows care and connection. Your marketing automation campaign should be relevant to the value piece they consume and invite them to a logical small next step.
This step in the buying process is critical to manage from an experience standpoint. It sets up the next parts of an effective marketing automation process. Analysis should provide the feedback loop you need to refine how the conversion occurs between visitors to leads. Be vigilant and you will be growing a database of potential leads to work through the next phases to your sales process.
What are some of your call to action strategies that have worked?