CALLS TO ACTION
USING ( WITHOUT ABUSING !)
CALLS TO ACTION IN PROMOTIONAL CONTENT
BY : JESSICA EMBREE
One of the biggest mistakes that marketers make is forgetting to include calls to action in their promotional content . Calls to action are not only important to include on your website but they should also be integrated into every single blog and social media post you publish .
The reason is simple : your audience needs to know what you want them to do next . If you don ’ t communicate to your audience what it is you want them to do , they will quickly become confused and lose interest .
Evaluate your landing pages and decide what you want each to accomplish in terms of conversions . How will each landing page fulfill its purpose ? What does that look like ? Use your response to create one to two calls to action for each page .
Every call to action should be relevant and deliberately achieve your vision for a successful conversion . Your wording should be simple , clear , and concise so there is no uncertainty about the specific action you want your customer to take .
Be mindful not to overwhelm your prospects with calls to action . Keep it to one or two per page — no more . When you start integrating too many calls to action , you go right back to that point of confusing your potential customers and they are likely to navigate away from the page .
Another common mistake on product landing pages is to add too much additional information . Don ’ t embed video or external links around the conversion option because this will simply distract and confuse your customers . Keep your message and call to action simple and direct .
For example , if you are using a landing page to showcase a certain product with the purpose of generating sales , have the purchase option as the point of conversion and call to action .
In this case , an indirect call to action — such as a “ learn more ” button — would be less effective for generating the desired conversion ( i . e ., sale ), and having a “ learn more ” call to action in addition to a purchase call to action would create confusion . This is where you need to be critical and be careful not to overwhelm .
Another example comes from our own company . At Tulip Media , we have a landing page for making a magazine . On this page , the only link available to click is to book a demo or schedule a call with us . So it is very clear to our potential customers what we want them to do when they land on that page .
We purposely don ’ t have an “ about ” button or a link to our blog on this landing page . Even though these are pages we love to share with our audience , we know that having these items on our targeted landing page would distract potential customers from the call to action of getting started making a magazine . So , we choose not to have them on this page .
While three or more is too many , you can have two calls to action on an effective landing page . This dual methodology comes from Don Miller . In his books Building a Story Brand and Marketing Made Simple , Don refers to this as a “ transitional call to action .”
In Don ’ s model , your primary call to action is posted front and center , with a transitional — or “ bonus ”— call to action below it . This usually takes the form of a drip campaign or something similar that potential customers sign up for .
Whether it ’ s an e-newsletter , a quiz , a checklist , or a white paper download , integrating something additional below your initial call to action can help keep your users engaged as well as provide you with the contact information to remarket to them later on . This works particularly well for prospects that are not interested in buying now but may become interested later .
If you want to dig deeper into creating effective calls to action and more , we have a variety of tailored program offerings available to help you succeed .
Visit us at www . TulipMediaGroup . com / SMarketing to book a call and find out how we can increase your conversions today .
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