Using calls to action in your marketing initiatives will help put you in touch with more prospects.
A call to action is important because it tells people what the next step is after they’ve visited your website or read your newsletter, says Kevin Toney, marketing coach with Primetime Promotions in Winnipeg.
For example, a call to action might read: “Call now to make an appointment,” or “Sign up for our e-newsletter.”
Follow these tips to craft and use a call to action in your marketing initiatives that gets results:
> Make it interesting
When phrasing your call to action, make sure it suits your ideal clients.
“It has to appeal to the self-interest of the reader or your visitor to the website,” says Toney. “Whatever it is that you want them to do, it has to be something that they have some interest in.”
Remember to do your homework first, he says, and identify your target market and the issues they face — such as RRSPs for pre-retirees or succession planning for business owners.
> Offer something
Give prospects an incentive to follow a call to action.
As part of the call to action, you should offer people something free of charge, Toney says. For example, you might offer a free video or e-book if a prospect signs up for your e-newsletter. Again, make sure the topic is relevant to your ideal clients.
> Give a reason why
When writing out your call to action, says Toney, remember to make it about the prospect, not you.
For example, when you are telling a prospect to sign up for a newsletter, give a few reasons why — such as, for tax tips or retirement–planning advice.
> Make it visible
When you place a call to action on a website or newsletter, make sure it’s easy for readers to see.
A prospect should never have to scroll down on his or her computer screen to find the call to action, Toney says. Instead, it should always be in the top half of a web page.