It is true that the larger goal of your marketing efforts probably involves spreading the word about the products or services you sell.
But this isn’t and shouldn’t be the only thing you’re trying to accomplish.
You want to gently guide your customers through the different stages of the sales funnel.
From the moment they begin looking for a solution all the way to the moment when they choose to do business with you.
When going through that process with them, perhaps the most important weapon in your arsenal is and will always be the call to action.
What Is a Call to Action?
A call to action can be a statement, link, or graphic that gives your potential customers instructions on what you’d like them to do next.
This could be as simple as telling a customer to provide their email so you can contact them and discuss their options further.
If you’re currently running a blog that contains helpful articles that are relevant to your brand, the call to action might be “Click here to read more about this itopic.”
No matter what wording you use, the intention remains clear.
You’re telling the customer exactly which step to take next, while moving them closer to a sale.Calls to action are truly effective when used properly.
Tips for Effective CTA’s
To answer your question, yes, you can do a call to action wrong.
For effective calls to action, you must consider where a customer is in the sales process when they’re viewing a particular type of content.
Is your customer discovering your brand for the first time by way of direct mail?
An effective call to action in that scenario could be “Visit this URL or call this number to find out more.”
Did your customer just arrive at a landing page for your brand?
A better use of the call to action here is perhaps “Click here to read this article about how effective this product is.”
When customers discover your brand or are exposed to your marketing message for the first time, they’re in an inherently impressionable state.
At the end of the day, they just want to confirm for themselves that they’re making the right decision regarding how they’re about to spend their hard-earned money.
By inserting properly designed, well-placed calls to action in your marketing materials, you can not only increase the quality of the leads you generate but also gently guide those leads through the sales funnel until they reach the point where they’re ready to buy.