Marketing, in its simplest form, promotes the buying and/or selling of a product or service.
As a business owner you’re always trying to figure out what audience you’re hitting and how they receive/understand the message behind the marketing content you’re putting out.
Is your target audience reading your content in its entirety? Do they find the products and services interesting? Or are you unknowingly dropping the ball and losing out on prospective customers?
How is it that businesses maintain the visitors they have viewing their content/website/social pages?
Giving your potential customers a slight push in the right direction is the first step in securing the future of your business. Providing them with the information they need to make a decision about a click, read, purchase, or call comes in the form of a call-to-action or CTA.
Sure, you can just have something that reads, “Click here now!” to get your point across, but will that really hook the customer? (Hint: probably not)
Having not only the right CTA (call to action) but a strong CTA can be the most important piece of your business promotion, whether it comes in the form of a content post or the simple click of a link.
1. Commanding Language
In order to take on the responsibility of a business, you need to know what you want and go get it. This means being direct, from what your business offers to how you create your call-to-action.
Using straightforward and concise language in your call to action is important. Let your audience know how to take action.
What is it that you want them to do in terms of your business or the content they’re viewing?
Use of strong verbs such as click, call, book, etc., will prompt the user to take further action.
For example, if you have a monthly newsletter for your company that goes out every Wednesday, say you promote it on social media. A viewer clicks on the link to this week’s newsletter and reads through it.
A definitive moment for how the viewer/potential customer proceeds depends on your CTA here. You can say, “Our newsletter is out every Wednesday at noon,” or you can be direct and tell the user what to do. “Click here to subscribe to our weekly newsletter, and find more information here.” That will push the reader more than a passive or non-committal marketing approach.
2. Emotional Connection
While using direct, concise, and somewhat commanding language is important when developing a call-to-action, you also need to consider what type of hook in that CTA would best reel in your potential customer.
Are you offering some type of incentive for someone who clicks to subscribe to the newsletter? Is there a discount associated with clicking or becoming a new customer? What can the customer expect from you that excites or entices them?
Give your potential customer a thrilling motivator to react to your call-to-action. Reel them in with positive emotions.
Even a simple exclamation point will add excitement to your CTA, leading your potential customer to be excited as well. Language is a funny thing - exploiting it to incite emotion is sometimes just that simple!
3. Customer Benefits
Before your potential customer does anything, they’ll likely be wondering how they will benefit from heeding your call-to-action.
Are you selling a product that they might be interested in or that they can get regular use out of? Is what you’re offering unique to the industry? Will they find comfort in your product or service? Can what you’re offering solve a problem for the customer?
Considering these questions will help you live in the shoes of the customer. If you were the customer, what benefits/impact would you want to see?
When you tell the potential customer to “click here,” what should they expect on that click? Moreover, why should they click? What will they get out of it?
Use this as your selling point. If there’s something in it for the potential customer, they will be more likely to follow your call-to-action
Need Help Creating Definitive Content That Will Drive Customers to You?
Giving your potential customers a clean-cut set of instructions to follow isn’t always enough. Nailing your CTA can be a struggle when you’re going it solo.
But knowing your audience and tailoring the call-to-action to their benefit is what will help drive business growth.
Many businesses are wasting money on marketing and advertising, sending traffic to websites that don’t convert. At KangoMedia, We design websites and digital marketing campaigns that convert website visitors into leads and paying customers so that you get a positive return on investment.
Clients that work with us often see dramatic results in the form of an increase in website leads, requests for quotes, service calls, and sales. Businesses choose to work with KangoMedia because of our focus on growing their business. We are more than a service provider, we are your partner in growth.
Give us a shout, and let’s talk about your business.