This is guest contribution from Michael Kuhlmann.
Would you like to increase your readership? How about boosting downloads for your latest white paper or newly-launched digital product?
The secret to success sometimes lies in the obvious.
While you may have placed a sign-up field for your newsletter or added a new product to your e-commerce site, your job as a content marketer doesn’t end there. You need a CTA, a call-to-action!
The easiest way to start is by answering the “why” question. Why should somebody subscribe to your blog? Or, why should I buy this new product? The answer can be anything from “Buy 1, Get 2 Free!” to “Sign up today and never miss another post!”
Finish the race
When you’re ramping up a marketing campaign through an email, landing page or any other asset, it’s easy to get lost in the offer and messaging. You’ll talk about all the amazing things your customers will want and maybe even include a bulleted list of why your goods and/or services are so awesome. You might even throw in the “time-limited offer” verbiage to incentivise your customers.
After you add your button that reads “click here” somewhere in your content, you might be inclined to call it day. Don’t! You’ll just have wasted a lot of time and effort on what’s, really, your first draft.
Let’s backtrack a little.
Every form of communication with your customer should begin and/or end with a call to action. While it’s easy to point out the importance this carries over your marketing efforts, it’s best explained through an example. Consider the following marketing copy for an email:
Unilever announced it will sell a new body spray this December called Squirrel-Off, which is intended to repel food-begging squirrels.
Call to action: Example A
Ward off those pesky squirrels this holiday season with Squirrel-Off!
Call to action: Example B
Keep squirrels away this holiday season with Squirrel-Off, the amazing scented body spray that protects you from those unwanted critters.
Example A sounds abrupt, lacks any type of interaction with the reader and isn’t warm or fuzzy. Example B, on the other hand, is more descriptive and increases the click-through rate (CTR) by linking the bolded call to action in addition to the advertised product.