Content Marketing

Call to Action – Part 2

Posted on August 31st, 2012 by chaseweb

What’s In It For Me?

Having an attractive Call To Action (CTA) on your site – one that fits in with the overall theme – is just the first step in creating an effective CTA. Just because it’s pretty doesn’t ensure that your site visitor will click it. The first question they will ask themselves is, “What’s in it for me?”

There are many incentives that you can use to increase click-throughs. Discounts, free gifts, pertinent information, or just plain fun can induce a potential customer to click your CTA and see what they get. It doesn’t have to be a shiny new car – an ebook, free newsletter, or discounted prices are enough to perk their interest. Whether your CTA is on your website, or used in your social media sites,  you can offer great incentives to get them to click that button.

It is important the your CTA is not misleading – let the user know exactly what they will get when they click that button, and then give it to them. Some examples of CTA text could be: Learn More, Get Started, Buy Now, or Free Gift. And when they click that button, they will expect to get what you promised them. If your CTA says Learn More, and they click the button and then have to fill out a form, join your mailing list, or give their credit card number in order to get to the information, they will not be impressed. Don’t try to trick your site visitor into signing up for anything. You can come right out and ask them, but always give them the option.

Using words like ‘It’s Free!’ ‘Sign up in 60 seconds’, or ‘No sign up necessary’ will put your visitor at ease. They will be much more likely to investigate more if you have been honest. And they just might click that Sign Up Now, or Buy Now button.

Show me the goods

 

Showing an attractive image of your product is also an excellent way to inspire curiosity. Take a look at Instagram.com. Their home page shows how their product looks on your iPhone or iPod Touch. Looks like fun, doesn’t it? And their CTA buttons aren’t big and flashy – they just tell the user where they can get this product. Simple, effective, no pressure.

So, what else can you do to induce a visitor to become a customer? Giving them a ‘sneak peek’ at the product can definitely increase the number of click-throughs you get on your CTA. Amazon uses this technique to great effect. Once you read a little of the book – and get hooked – you are much more likely to hit that BUY NOW button. Give your visitor a little taste of what’s in store for them. Answer that, “What’s in it for me?”, and you’ll be much closer to closing the deal.

Choose your words carefully

There are always many ways to say the same thing. A CTA can say BUY NOW, SHOP NOW, ADD TO CART, or GET YOUR DISCOUNT – it all means the same thing. So be a little creative with your wording. Giving a short, simple explanation of what they can expect when they hit that button will help too. Adding a tagline that says, ‘It’s free’, No Purchase Necessary, or Get a Free Gift lets the visitor know exactly what they’re getting into, and what they can get out of it.

Give me some options

You can have multiple calls to action on one page. But you don’t want them to compete with each other. One effective way to do this is to have one ‘button’ CTA, and then text-based CTAs around it. Giving a primary and a secondary CTA gives the user a little more control, and it gives you the opportunity to show how much you have to offer them. Secondary CTAs can be Learn More, FAQs, Watch the Video, Get Coupons, or Take the Tour.

Indie Aisle has done this quite effectively. The big yellow ‘Sign up for free’ button is there. But beside it is a less intimidating CTA for those who want to check it out first – Take a Tour. And above that there is more information, with ‘more info’ links to check out – lots of options for the visitor to choose from, and no-pressure text to entice them.

As you can see, there are endless ways to creatively and effectively use CTAs to enhance your site, and increase click-through rates. Color and language are just some of the things that will create a more engaging CTA that stands out and encourages click-throughs. In the next installment, we’ll look at CTA placement, more options to offer, and using video as a Call to Action.

You Can Still be High Tech and High Touch

Posted on May 17th, 2012 by chaseweb

Businesses constantly face the challenge of interacting with the world around them. There is constant activity everywhere, shared between associates, clients, and everyone in between. This creates the challenge of staying in touch at any distance.

Because business location can make it hard to interact face to face with your audience, the social world has provided a variety of new advances through the internet. Various tools and sites have been developed to ensure that businesses can be high tech and still be in touch with their audience.

Keep things personal

Remember that just because you are using social media, it does not mean that you are getting the most out of it. Proper use relies specifically on your application of the tool. Consider the fact that you wouldn’t use a hammer to fix a window. Tools have their place, just as social media has its proper place and use.

Social mediums are developed in various types; some appeal to discussion while others appeal to description. Text, visuals, and even links are all characteristics you must examine and utilize in your choice of social media. Consider the concept of Pinterest in comparison to Twitter. One relies on written text while the other one relies on visuals. When utilized correctly, they can be powerful advocates for your business project. Only through proper use of your tools can you achieve successful results.

Interacting with your audience

One of the most effective techniques of interaction is making others feel as though they are valuable to you and your business. While you may know that your audience is valuable, it is crucial that they feel it as well. This is accomplished through many techniques that need to be applied when you socialize.

The first is that you have to be willing to discuss. Not just talk to them, but with them. Few people like being talked to, since it is more like a sales pitch rather than a discussion. When you carry on a discussion, you give your audience the opportunity to share what they are thinking with you and others. Keep in mind that this isn’t just about your audience, you also gain experience from the situation. When they talk with you, they pass on thoughts and new ideas that can revolutionize the way you conduct business. Discussion is an excellent way to discover new ideas and trends, enabling your business to adapt for the future.

A second technique comes into effect depending on when you socialize. The ability for your audience to reach you plays a very crucial part in your socialization. If you aren’t there to discuss, nothing is learned and everything is lost. Social sites depend on regular interaction. That doesn’t mean that you must be online every second of the day, but you must be ready to maintain a social site on a regular basis. If an audience visits your site, they want to talk with you- a person. If they can’t reach you, they may give up because if you aren’t willing to talk to them, why should they do business with you?

Courtesy is crucial to your success. Discussions must always be polite, both in word and content. Words are the main source of misunderstandings, because they can be interpreted uniquely amongst individuals. Always think before you speak, or type, and carefully plan out a discussion before it appears on a social media.

Socialize with everyone

Keep in mind that this is not limited to customers, but to everyone, including associates, business partners, and even employees. Everyone should have value, because when they feel valued, they are able to provide value to your business.

“The Customer is Always Right” signs have appeared throughout the business world. Individuals see the sign, but do they actually get what they are promised? Maintaining your word is also important. If you speak, make sure that the truth backs you up or you can face irreparable consequences.

Creating an appeal

Always remember that social media is the starting point of conversation. Utilizing professional website creation can ensure that your social interactions are swift and smooth. Consistent links and effective incorporation between your website and social media networks will ensure a fluid collaboration so that you can maintain a positive relationship with your audience.

Throughout the internet, communication has become the most useful tool for every business and individual. Non-profit social media plays an effectively economical method by which we can talk to, discuss, and share information with both businesses and customers in order to improve our social skills so we can stay in touch while staying high-tech.

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