Keep in mind that while some of these suggestions may be no-brainers, there are specific things to keep in mind in order to optimize effectiveness with your Call to Action campaign!
Where should I put Calls to Action?
A definitively critical element of leveraging the power of Calls to Action is optimizing their placement. “Where do I get started? There are so many corners of the web!” Fear not. Deciding which Calls to Action belongs where need not be daunting. Here are a few essential places and should always be sure to consider.
- Your Own Website – Calls to Action should be sprinkled across your entire web site, for the most part (there are exceptions). Your home page, which is probably your most heavily visited page, offers a great opportunity to drive traffic to a specific campaign. Some argue, in fact, that your home page should have up to three Calls to Action, targeting different types of visitors. The only place you shouldn’t be inserting calls-to-action, as mentioned previously, are your landing pages. Landing pages are specifically geared towards a specific offer and converting a visitor into a lead. Calls to Action are considered to be upstream or downstream of landing pages. By removing distractions, such as Calls to Action, navigation, and other resource links from landing pages, you increase your chances of your prospect continuing through the funnel. Once downstream of the landing page, “within the funnel,” it’s OK to sprinkle Calls to Action, offering more value to your lead.
Of course, feel free to add Calls to Action on various other pages on your site, such as the About page or blog post pages. Just be sure to connect the context of the page content with the context of the various Calls to Action. The Calls to Action need to “make sense,” otherwise, visitors will feel less comfortable on your site and likely leave sooner than you’d like.
If your web site is your blog, make sure to include Calls to Action both in the sidebar of your blog as well as on every individual post or article you publish. In addition to image-based Calls to Action, be sure to also include text-based Calls to Action within your article content itself. At the beginning, middle, or end of every blog article, you can place Calls to Action that will encourage people to download content, follow or share your content on a popular social media platform, subscribe to your blog or join the newsletter, or get free training. Again, make sure your Calls to Action align with the associated content.
- Presentations – If you frequently present in industry events or webinars, you may be able to embed Calls to Action directly in your presentation. In fact, with the rapid adoption of CR Codes (see example on the right; just scan with your Smart Phone CR Code Reader app!), you can easily refer people to specific web pages so they can read further information or glean additional value like a “special offer”. For added value, archive your presentation slides on your website or a platform like SlideShare.com.
- eMail – Every email you send should include subtle Calls to Action. For all practical purposes, the subject line itself is typically a Call to Action. Once recipients open your email, however, they should see also see Calls to Action links in the beginning, middle, and end of the email. These links can lead to the exact same page, or different pages for different purposes. Be sure, of course, that the Calls to Action align with the context of the email. Finally, you can use a tool like I do – and I totally LOVE it – that essentially turns your email signature into a marketing billboard!
- Video – Include Calls to Action in all videos you produce! Be sure to make your Calls to Action simple and use easy-to-remember URLs. This way, if someone else
embeds your video onto their website or blog (yes, they can do this!) and others viewed it outside the context of YouTube or your initially intended location, your Calls to Action will remain intact and still make sense. It goes without saying that your video’s description should include the same Calls to Action.
- Social Media – Surely you’ve heard of the “big three” (right now) – Facebook, Twitter, and LinkedIn. Due to the vast number of eyes that peruse these sites daily, it would be very advantageous to divert some of them with your Calls to Action. Facebook offers several opportunities to get your Calls to Action seen – custom business pages, Facebook Ads, wall posts, and even photos and videos uploaded to Facebook. Twitter is only slightly more difficult due to is “micro” format. However, it can be quite effective to customize your Twitter background and your Twitter profile bio to include simple Calls to Action. Your “Tweets” can include very effective Calls to Action as well – in 140 characters or less, of course. Finally, LinkedIn Ads, Groups, and Answers offer opportunities for you to spread your Calls to Action to very industry-specific audiences.
- Paid Media – Paid media encompasses an array of formats, including banner ads, Groupon emails, and even press releases. Google AdWords and Facebook PPC enable you to pay for ads that show up next to context-specific content. As we’ve said all along, every paid media “ad” should include Calls to Action that are consistent with the landing page visitors will land on after they click on the ad.
When creating your Calls to Action, ALWAYS ensure that your Calls to Action align with the context of placement and destination!
I hope this series of Calls to Action tips has been helpful. Unfortunately, this continues to get lengthy and, if you haven’t already clicked on one of my Calls to Action 😉 , I’d, again, like to give you some more time to digest this. Keep coming back (register in the form above, to the right to automatically get follow up blog posts directly in your inbox!) to see the follow-up post! More to come!
Best to you!
PS: If you like this type of marketing training, you’ll love this marketing training arsenal! Calls to Action are just the tip of the iceberg!