I promised it to you in my last blog - here's how to create an effective CTA. Whether you are handing a prospect a physical marketing piece or digitally telling your story via your website, a call to action (CTA) is the linchpin for lead generation.
It is a functional marketing element that builds upon the content of a marketing piece to generate a positive cognitive or emotional response that compels a person to take action. A CTA can be a graphic, copy only, video, or other communication methods.
First and foremost, a CTA will only work if it is the capstone of a compelling marketing piece that connects with your target audience. If the content doesn't pique the interest of a viewer, they will more than likely never see the CTA, much less take advantage of it. Content still reigns supreme, with context ruling the roost as queen.
Assuming that your CTA is being placed within a strong marketing piece, it must have the following three elements in order to be successful.
1. Visible - The offer has to be visible. Not a little visible...highly visible. So obvious that it will leap off the page and scream to a person "take action." High visibility is not limited just to quality design or creative copy, but also the placement. Depending on the marketing piece, the CTA could be in the beginning, middle, end, or even a combination of all three depending on how you structure the flow.
2. Relevant - Whatever you are trying to hook your audience with, it has to be tasty. Imagine trying to catch a fish with a stick as a lure. Not going to happen. To catch the fish you have to lure it in with something that looks, smells, and moves like something yummy. The same is true with your target audience. If you want them to bite, you have to give them a compelling reason to take the risk of pursuing the bait by providing them with something of value.
3. Easy - Once you have motivated a person to take action, make it easy for them to do it. If you want them to call you, make the phone number super easy to find. If you want them to give them some information in exchange for a digital download, don't ask them to give you 39 pieces of information, just get their email and give them what you promised in the CTA.
Once a person has responded to your CTA, you need to delight them with the unexpected. This could be providing them with more than what they expected or wowing them with an amazing customer experience they won't forget. Getting a person to respond to a CTA is challenging, but motivating them to become a customer is the ultimate objective. This happens after the CTA has been clicked and you demonstrate the level of service and value they can expect to receive from you and your organization in the future as a customer. Don't make the mistake of effectively generating leads and failing to convert because of providing a poor experience once they enter the marketing and sales funnel.
Creating the perfect CTA is not easy. It is a combination of knowing your target audience, marketing chops, and a little bit of luck. Some CTAs will work and some won't, it's just the way it works. If they are honest with you, no marketer can say they get it right every time.This is why creating an analytics system that measures performance results is so important in all facets of marketing. If version A of a CTA isn't working, try version B. If that works better, but still doesn't achieve the desired results, try version C. Don't be afraid to test, measure, and refine. In my opinion, this is the secret sauce that makes your CTAs successful in the long run. You have to know if a marketing tactic is working or not. Without this knowledge, you are simply guessing about whether something is working or not. CTAs are too important to leave to chance, they are the capstone of most of your marketing pieces.
As with most things, there are no shortcuts or easy success formula. You have to develop a plan, take action, and adjust as you go. If your current CTAs are underperforming and you aren't sure what to do next, connect with our team at The Marketing Squad. We earn our living by helping organizations just like yours tell their story and generate new leads via compelling call to actions.
What good would a blog post about call to actions be without a compelling call to action to end the post? The first three people* to click here and respond to this offer will receive a free hour-long consulting session with me along with a cup of coffee or lunch.
* To be eligible, you must live in the Louisville, Kentucky metropolitan area and may not be a current client of The Marketing Squad.
In an agency, everyone is busy. From our massive stack of papers and pressing deadlines, it's easy to become overwhelmed and find ourselves fighting fires instead of thinking strategically. If you give yourself ten minutes each morning to really prepare for your day, then you won't feel as flustered, behind, or torn. You will have a game plan that will help your efficiency and keep you sane.
Personally, I make lists to ensure I follow through on all items I am responsible for; however, everyone has different learning and organizational styles. What works for some, doesn't work for others. Give a few of these items a try if you struggle to have a streamlined day.
1. Make a list. It sounds obvious, but it helps tremendously. Write out everything that needs to get done. From a giant project to that email you've been putting off, write it all out. Make sure nothing falls through the cracks by checking your work task system, your emails, your planner, or other ways you keep track of to-dos. Rather than scrambling on what to do next, your memory is refreshed and ready for the next task.
2. Put all of your to-do lists in order. This can be by priority or ease of completion. I typically put it in order by priority and then due date. This makes you feel a little more in control when things are barreling down the pipe.
3. Get the easy things done first. If you don't have an emergency on your hands, but just an overwhelming amount to do, look at what can take the shortest amount of time. Get those quick, easy tasks done first. Presto! Done and out of the way. This will help you put your focus on more important things and bigger rocks.
4. Wait to check your voicemails and emails. Knock a few things off your to-do list before you open another can of worms. Get yourself settled and mentally ready for the day before reacting to everything. Then, once you are prepared, tackle all of those emails and voicemails.
5. Plan your day. A few of my co-workers live by planning out their days by times. Some co-workers schedule working on XYZ project from 1-2pm, then ABC project from 3-5pm. Estimate how long you will work on each task, then schedule realistic blocks of time to work on that project. As a graphic designer, you might say that you'll do logo designs from 10am-11:30am, then website mockups from 1-3pm. Giving you a time outline of what your day will look like will ease the feeling of being overwhelmed and stressed.
Bonus Tip: Believe it or not, a morning meeting can still be effective if used properly and with the right company dynamic - it's another good way to prepare for your day as a company. Meetings can be a total time-suck, but at around 15-20 minutes you can determine your entire 8-hour workday in a flash.
In an agency setting like at The Squad, our "morning round-up" allows our movers and shakers to brief the team on upcoming deliverables and projects, or if someone needs a little extra input on a task. If needed, we have smaller break-out sessions to review more detailed initiatives. When meetings are done in an efficient manner, everyone benefits.
I enjoy our morning meeting to get on the same page with my team members, know what's headed my way, and how other projects might impact my day. It's always better to be prepared than surprised and panicked.
Using these ways to get your day started off right can decrease stress while streamlining your day, making your morning a little more efficient. So, walk in, take a deep breath, and get your morning organized. As your day progresses, you will appreciate that sacred ten minutes as you planned your day, rather than feeling bombarded and overwhelmed.
In this episode of Winning at Small Business, we talk about how the Bullet Journal task management system has impacted our team.
We also explore 4 ways that your website might be scaring people away. By the way, you can sign up for a free website evaluation assess your website's ability to generate new leads.
Want to be a guest on Winning at Small Business? Click here to learn more.
Do you have a question for us? Click here to send us your question.
Emotional Intelligence 2.0 by Travis Bradberry
Virtual Reality technology has been around for decades but based on recent financial plays by Samsung, Google, Sony and other leaders in the tech world, VR is expected to be an addition in many modern households around the world very soon. I have been somewhat obsessed with the implications of artificial intelligence and virtual reality over the last year, but I will spare our readers the philosophical rant! Instead, I hope to simply stir the pot of ideas. How will your business harness the power of virtual reality?
One of the difficult things about marketing VR and encouraging the market to accept these early consumer-level offerings is that the technology is very difficult to explain until you have experienced a demonstration personally. Our brains are designed to rapidly accept the audio and visual stimulus it receives as ‘reality;' therefore making it surprisingly easy to feel truly immersed in a VR world. Even though the graphical and motion capabilities are still in their early stages, the experience can feel very convincing and emotional.
Because VR technology allows you to transport to any virtual space, through computer generated, live or recorded content, the possibilities for you and your business over the coming years are nearly endless. Imagine being able to present your ideas to a collection of people around the world in an immersive virtual venue - in real time! Implications in virtual classrooms, field trips and lectures are sure to revolutionize the education system as we know it. High-end realtors are beginning to create stunning tours of properties where users from around the globe can get truly experience a space. Media companies are investing in ways to integrate with professional sports broadcasting to transport the user to a courtside or ringside seat from the comfort of your couch. This ability to teleport your frame of reference to any conceivable space will change the way the world interacts with communities, businesses, and pleasure.
In this incredibly moving TED talk, Chris Milk explains the possibilities of storytelling in VR. Here at The Squad, we believe that creatively telling your story is the best way to grow your business. VR used as an "empathy machine" will be a powerful addition to the way we tell and experience stories. This video is well worth the 17-minute investment.
Augmented Reality, or AR, is a complimentary technology that begins to blend seamlessly your actual surroundings with holographic images. Instead of fully immersing into another state of being, you are able to add useful accessories to your frame of reference. Google Glass proved to be an offering that was a little too expensive and perhaps a little too clunky to become mainstream. The recent explosion of Pokemon Go (which utilizes the concept of AR) has inspired a resurgence of interest in the tech. This TED talk gives a glimpse into the possibilities of the way augmented reality will change the way we interact with the natural world and communicate with each other.
Both VR and AR technologies are still in their relative infancy. The main drawback in the current marketplace is the size of the wearables and the high cost of the premium systems. As technology follows the proven pattern of (faster, smaller, cheaper) every year these systems will improve dramatically and seamlessly integrate into our everyday lives. The future holds strange and exciting possibilities. VR will no longer be a heavy headset connected to a hard drive, but rather a wireless and seamless connection to consciousness. AR will not be the painfully uncool Google Glass, but stylish frames or ‘smart’ contact lenses.
Is there an opportunity for your company to ride this initial wave of these technologies as they enter the mainstream marketplace? Consider the future and opportunities for your company.
Have thoughts or opinions about VR or AR? Comment below of what you think!
I should start this post with a disclaimer. I love pumpkin spice a lot. In fact, I keep canned pumpkin on hand in case I feel the need for pumpkin chocolate chip cookies. I probably like pumpkin more than the average person. But that doesn't negate the fact that...
The point of picking on the fall gourd is this: just because a marketing strategy works for one company doesn't mean it will work for everyone.
Think about it, Starbucks introduced a fall drink that in recent years has signaled the beginning of autumn. Memes have been made depicting this phenomena.
Other companies have taken notice and decided to jump on the pumpkin spice express. For some it works, for others it fails miserably.
Prime example - Pumpkin Spice Kale Chips. That's right, a kale chip company attempted to capitalize on the success of the humble coffee drink. I don't know about you, but when I think about health foods like kale, I certainly don't think about a pumpkin spice version.
From a marketing perspective, putting out a pumpkin spiced version of this health food feels forced.
Just because other companies have executed a strategy well, doesn't mean it will work for all companies.
Marketing your company well involves a lot of strategy, often times from a team of professionals who have taken the time to learn how your particular business works. Use caution if they try to fit your business into a slot that just doesn't fit. Just because the campaign they created was a home run for another client doesn't mean it will turn into a grand slam for you.
If you have to force your marketing idea to work, it likely won't benefit your company.
Here at The Squad, we can tell when an idea is going to be a winner. The initial reaction from your potential clients should be a positive one, not one of confusion.
A perfect example is when I was grocery shopping the other night, I noticed a pumpkin spice ravioli. My initial reaction to this product was not one of intrigue or interest but rather, I thought "woah that sounds gross." Your marketing strategy should never leave your clients (current or potential) wondering what you were thinking when you gave the go ahead for a campaign.
If you think that it is time to start a conversation regarding your current marketing strategy, we'd love to chat! You can get the conversation started here. Or maybe you'd like to schedule a free 1-hour consultation, we'd love to sit down and discuss marketing strategy that isn't pumpkin spice obsessed.
Do you ever wonder why some stories draw you in while others don’t? In our day and age, stories are presented in the form of blog articles, TV shows, movies, or a good old fashion book. Regardless of the platform in which a story is delivered, well presented stories have a few key elements that make a big difference to the audience.
Long before the Internet, and even the typewriter, storytelling was a primary vehicle for engaging and connecting people. These days, well-crafted stories that resonate with an audience and compel people to an action are fundamental to most content driven marketing initiatives. The key here is "well-crafted," and in my opinion storytelling is an art form.
I recently watched a documentary about The Beatles called "Eight Days A Week." I had already seen most of the photos, interviews, and Beatlemania footage. But the way their story was told in this film was pretty remarkable. I think that the reason it was so good was because Ron Howard directed it. Ron (Opie), in my opinion, is one of the best storytellers of our time. He is great at connecting an audience to the characters and plot in a manner that compels you to engage with the heart of the story. That ability to engage and connect on an emotional level is at the core of great storytelling.
At The Squad, we were an early adopter of inbound marketing, which is based on the methodology of telling our clients’ story in order to attract, inform, and retain customers. About six or seven years ago, most marketers and business owners had a hard time seeing the connection between storytelling and lead generation. However, today storytelling seems to be a buzz word in marketing and most agencies put it in their suite of services or at least mention the idea of it in their value propositions.
With everyone jumping on the "storytelling" bandwagon there has been in influx of content on the web over the past few years in the form of blogs, videos, podcasts, etc. While the volume and quantity of content is increasing, the quality is decreasing and creating a lot of noise without much value.
Google is in the business of delivering relevant content in the form of search results. Their algorithms are designed to cut through the clutter and serve up the most helpful content possible relative to the search term or phrase. This is a good thing for those that are creating remarkable and helpful content. This is also one of the reasons that organizations should focus on producing content in which there is a smart balance between quality and quantity. And when in doubt - focus on quality.
Open by sparking curiosity
It is very important to articulate the opening paragraph or scene in a manner that sparks the reader’s curiosity. This leaves them wanting to continue in order to resolve the issue that has been in place in their mind. Murder mysteries almost do this by default and Stephen King is the master in this regard. You can grab your audience's attention by taking up this style as well in your storytelling marketing.
Include conflict
Conflict or problems that need solving are typically at the heart of great storytelling. Whether it is Robinson Crusoe or Gillian’s Island, trying to solve their problems around being stranded is what kept an audience engage.
Chances are, your customers come to you because they have a problem you can solve with your products or services. Buyers in the awareness stage of the buyer's journey have the symptoms of a problem, so craft your story to help them define their problem, which could lead them to explore your company for a solution as well.
Resolve the plot
As the plot unfolds it should address the questions that have be planted in the reader's mind and answers should lead to some type of resolution. These questions don’t have to be fully resolved but without some type of resolution the audience is left unfulfilled. Even if there's going to be a sequel or a series, there needs to be some new awareness of the resolution. Stage your storytelling to point your audience towards the solutions your services and products offer.
Telling your story is a great way to connect with and attract new business. But make certain it’s being told by someone that understands the difference between simply producing content and the "art of storytelling."
Learn more about our approach to content marketing and storytelling to find out how our inbound marketing strategies can help your business.
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