Concise, thought provoking, and click worthy writing is an essential in marketing nowadays. With the proliferation of blogging, email, social media, and pay-per-click campaigns, there’s now an everyday challenge for marketers to create concise, eye-catching calls to action. However, with this fast-paced social media atmosphere, it’s all about reaching your target customer with the right message, at the right time. All of that comes down to writing a great call to action that resonates with what your customers are looking for and what you can offer them. So how do you determine if your CTA is a great one? We wrote a checklist to help you discover that answer.
You’re Giving Clients a CTA Based on Where They are in the Buying Cycle
Here at Socedo, we focus a lot on helping our clients write a direct message that will attract the type of customer’s they’re looking for. However we’ve discovered, from personal and professional experience, that there’s a huge gap between where someone is in the buying process and the CTA they’re receiving. If your DM urges prospective customers to sign up for a demo and yet this is the first time they’ve heard of you, it may be difficult to see much turn over.
Instead, align your call to action with where your customer is in the buying process. Instead of asking them to fill out a form or sign up for your product immediately, send them a free eBook or webinar that’s focused on their problem and how you can help them solve it. Thus, instead of forcing your product onto a warm lead, you’re instead giving them an offer that’s going to be beneficial to them no matter what.
By including words like “today,” “immediately,” or our personal favorite, “now” you’re conveying to the visitor that there’s a timeline attached to this offer. Maybe it won’t be around forever, or there’s a risk that they could miss out on a great product, service, or deal. Use the type of words that’ll get your prospective customer to click now instead of later.
The Writing is From the Perspective of Your Customer
Many of us make the mistake of writing our CTA from our point of view. Because of this, many calls to action turn out saying something like “fill out this survey and we’ll can contact you in the future.” Your CTA, like your Twitter bio, should be about what you can offer your prospective customers.
The Copy is Actionable
Going off of writing for your prospective customer, make sure you’re catching their attention by using learning-based, second-person verbs. By using verbs like “learn,” “discover,” and “find out,” you’re showing that you have something of value to offer to your potential customers.
Also by using these types of verbs, you’re also able to cut down on your character count by just simply writing, “discover the wonders of marketing automation” instead of “let us help you become well-versed the joys of marketing automation.”
The Visitor is Provided With a Next Step
How many messages have you received that has just promoted you to check out a company’s blog, or follow them on Facebook. Having these types of CTA may leave prospective customers wondering what’s next. Because of this, make sure that your call to action is sending your prospective customer somewhere where the next step is straight forward, whether that’s filling out a form, signing up for a demo, or trying your product in a free trial.
The Copy Connects to Your Landing Page Copy
A CTA, whether in an email, a DM, or Google AdWords, are all the same thing. It’s a small piece of text that piques a customers’ interest enough to spur a click to the actual landing page. Thus, the landing page needs to provide more information, but in the same tone as the call to action. Regardless of what you’re promoting, an eBook, whitepaper, guide, or product, the copy that is on your CTA should match what your landing page says.
Socedo’s Landing Page
Socedo’s Call to Action
Make it Pretty, and Make it Big
You don’t want your call to action to be camouflaged in with the rest of your material. By making it big, with some contrasting colors, bold fonts, and adding buttons that look clickable, you’ll be able to attract as much attention as possible. If you’re looking for some other great CTA designs, besides our own, you can check out Dejan SEO’s Call To Action Examples – How The Big Boys Do It, for some additional inspiration.
So, how is your call to action shaping up? What other important factors weigh in when creating a winning CTA? Let us know in the comments.