Why Your Gloucester Business Needs Call To Action Marketing
Online marketing is a competitive business.
You need to be compelling, and your digital profile needs to be irresistible.
But none of that matters if you aren’t turning any of that into actual sales.
Call to action marketing directs users to respond to your content, visit your website, contact you, or otherwise “convert”.
It is, without a doubt, one of the most important players in the digital marketing industry.
Today, we’ll be looking at how you can use this ubiquitous marketing technique to improve your Gloucester business.
Read on, and unlock your business’ true marketing potential.
(And, just for the record, the line before this is a classic example of a call to action.
Let’s go and see why!)
Why Call To Action?
Firstly, you have to understand that, when marketing, you have to cater to the lowest common denominator.
This is the most painfully true when it comes to your customers’ attention spans.
You need something that grabs their attention and tells them what you want them to do.
One of the most common mistakes made by marketing managers is simply forgetting to include enough of these.
Call to action marketing campaigns aren’t only popular with businesses. They’re pretty much standard practice.
Everything from your social media to your email signature can incorporate elements of CTA (that’s call to action to those in the industry).
So, with so many options available, where do you start?
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Let’s Start Converting
Call to action marketing directs people towards the pages and services you want them to visit.
It’s how businesses generate user traffic, and how they turn those users into buyers, investors, and lifelong loyalists.
How do they do this?
“Click to subscribe!”
“Get in touch!”
“Sign up, today!”
Calls to action typically exist as messages, worked into your web copy, that tell users to do something.
Using power words to command your readers, you can outright tell them to buy, share, comment, or discuss your brand in hundreds of different ways.
Before we get to how you’ll do this, we need to cover the question of style:
- Calls to action need to stand out from the rest of your copy. Use contrasting colors, bold fonts, and a visibly larger size.
- Don’t overdo it, though. Obviously, you’ll want to keep it within your page’s style. Just make sure to it’s noticeable, not just another part of the copy.
- Keep it brief. Not to sound dismissive, but people hate hearing someone drone on and on. Your call to action needs to make its point and get finished.
And this isn’t just opinion, either. It turns out CTA marketing appeals to the way our psyches work.
The human mind looks for a combination of factors when it experiences something like a webpage. It wants to be led down a certain path.
As your users read through the text, it’s important to use affirming, positive language. This creates a sense of anticipation with them, that you can enact with your CTA. Ending your article, email or social post with a call to action makes the user more likely to click through. This is doubly true when you’ve spent the article building up to it.
If you spend an entire blog post leading your user down a specific path industry, they develop an expectation. It’s the same process that makes us anxious when we hear an unfinished musical scale. We want to hear the end.
Similarly, using a call to action to end off an article or newsletter gives the user closure. They’re satisfied when they get one because it tells them what to do next.
Next, call to actions need to offer a reward. There has to be a connection between the problem you’re discussing in your post and your business. What does the user get from you that will connect them to this issue you’ve just put under the microscope?
Mention your services in your call to action, and make them the reward.
What does this mean to you, the Gloucester business owner?
That’s simple: you need to start using call to action marketing if you want to make a real connection with your users.
How To Implement Call To Action Marketing
We’ve already mentioned that call to action marketing can be used across all of your social media and online profiles.
Let’s take a closer look at how to use CTAs to your advantage:
Always Have a CTA
Now stay with us, on this: this is actually something many small businesses forget to do. How many? According to a small business B2B study conducted in 2015, a shocking 70% of small businesses have no clear call to action on their home page.
Never miss an opportunity to convert.
Sending out an email to update clients on new website features? Include a hyperlink at the end that takes them to that section of the website.
Blogging about news in your industry? Find a way to relate it back to your services, and lead users to click through to those services.
Make everything relevant to your small business services. Turn that into a call to action. And, while we’re on the topic of making yourself relevant…
An important part of creating effective calls to action is in using targeted keywords.
These are words or short phrases that users shopping for services or info in your industry search for more often than others.
When tailoring your call to action marketing (and your web content in general) you’ll want to use these words. Having them in your content makes what you’ve written more visible to search engines, and more likely to bring in users.
Use a keyword search tool and research phrases in your niche.
Then, make sure your call to action includes the words you settle on. With a little choice keyword optimization, you can transform your call to action marketing plan in no time.
This can be more difficult than you’d expect, especially if you’re trying to make use of those keywords you spent so much time researching.
Remember: your call to action is like any other part of your website. Users need to think you’re speaking to them, not to try to ply them with sales magic, trying to make a sale. They aren’t dumb. They can see through a ruse.
Always be confident, speak with authority, and make your point. But strike a balance, as well, by speaking like someone from your industry. Your users will trust you more for it.
Can You Afford Not to Use Call to Action Marketing?
Call to action marketing is one of the most effective ways to reach and connect with your clients. It’s everywhere, and, as we’ve learned today, it uses legitimate marketing psychology to drive conversions.
Get in touch with us today, for our full range of expert SEO services for use in your Gloucester business.