Including a call to action in your content is essential. Whether it’s asking for a response to a question, getting your audience to sign up for a digital download, or having them pick up the phone to schedule an appointment—giving people a targeted action moves them forward along their consumer journey. Using the right call to action will determine your success in making that happen.
But how do you determine what call to action matches your content? It’s important to have a clear understanding of the process your clients go through between learning about your business and hiring your service. This will allow you to create the right content and pair it with a call to action that makes sense to your audience.
Here are three factors that influence the success of a call to action:
Demographics, especially generation, have a huge impact on the success of a call to action because the consumer behavior they’ve been conditioned to exhibit. Looking at the demographics of the audience you’re trying to reach is the first step in choosing a CTA that will better encourage your prospects to take the desired action.
For example, people over 55 are more likely to respond to CTAs that ask for a phone call because through their life, telephones have been a prominent and reliable form of communication. For people under 30, cell phones have been around most of their teen and adult years making it more comfortable to respond to prompts to text. In between there is the email generation who were in their prime at the turn of the millennia when emails began to take over telephone communication.
The term nurture sequence refers to the steps you have to take, and get your audience to take, in order to earn their trust, engagement, and sales. When planning your content, identify which step of the consumer journey it suits. If your content is geared toward people who have never seen you or your content before, start with a call to action that requires very little commitment, such as “subscribe to my channel” or “like my page.” Neither of these require a ton of effort from your audience and will encourage new browsers to take action if the content is relevant to them.
If you are creating content that is geared for conversion or sales, you can ask for something more significant like their phone number or email address to book an appointment with you. Exchanging contact information and booking appointments requires more trust with your audience therefore, it’s important to warm them up to this point with your content and be strategic about implementing strong calls to action.
With any kind of marketing, it is important to test your audience to find out what works best for them and what they are most likely to engage with. A simple phrasing choice can significantly impact your success. For example, some people will respond better to “send a message” whereas others will follow the prompt of “send a text.”
Test your audience as often as possible using A/B testing between a few variables. This will help you determine which CTA will be most effective in future content marketing pieces.
The call to action that you include in your content can be the make or break that drives wild success or crickets. It is important to have a clear understanding of your audience, where they are in the consumer journey, and test variables on a regular basis to determine the CTA that is most likely to get the best results.