Here we’re going to talk about a timeless marketing tactic that can really change how you convert leads to sales. It’s called the Call to Action, or CTA.
The Marketing Tool You Need
Every piece of marketing that you put out there needs to have at least one CTA. Most of us make the mistake of assuming that our customers know what we want them to do next. We forget to put a call to action in every piece of marketing that we create.
Including a CTA is referred to as direct response marketing. You want your prospective customers to see your message and take direct action, like a click or a call or a purchase, in response to your marketing message.
Here are some sample CTAs:
- Click to play the video
- Reply to this email
- Leave a comment
- Click here
- Buy now
- Register now
- Order now
These are the kind of action steps that we want people to take. If your goal is to make sales, you must tell your prospects exactly what to do to take action. However, you don’t want to give them a bunch of different CTAs in one piece of marketing. The general rule of thumb is to have one clear call to action and repeat it several times. Stay focused in each marketing piece in order to make it easy for people to listen to your message and take the desired action.
So, let’s make sure you’re using clear CTAs with this CTA self-check exercise.
Step 1: Review all of your marketing materials, from your website to your blog to your email marketing to your social media. Does every piece of marketing out there have one clear, direct CTA?
Step 2: If not, make a plan to update your copy now, especially on your sales offerings. Moving forward, make sure you always include one CTA for all marketing and promotional assets you create.
Step 3: When reviewing any marketing or sales material moving forward, ask yourself, “Is it crystal clear the one action I’m asking someone to take?” If not, rework that marketing piece so that there is one clear CTA.
Need help with your CTA placement? Reach out!