Marketing is about so much more than pretty pictures and vibrant images. Marketing material should always be rooted in your business aims and objectives – after all, the most effective marketing campaigns have clearly defined and measurable targets. However, even if we do all the right things and work hard on creating marketing collateral that not only looks attractive, but resonates with our audience, it can still be difficult to achieve success. In fact, according to most statistics, the average consumer must interact with your brand seven times before engaging with your business. That means seeing or hearing about your business on seven separate occasions - a fact that may seem more than a little disheartening.
One way of quickening up the process is to encourage your audience to take an action based on the information in your marketing material – a call to action (or CTA in creative terms) if you will. Using a powerful and compelling call to action should create far more impactful marketing materials.
Now, first and foremost we have the obvious call to action – simple, straightforward and to the point. Yes, there is no shame in asking your consumers to visit your site, drop you an email or give you a ring. In fact, some of the biggest brands do the very same.
Let’s take a look at The Guardian – a newspaper that have steadfastly remained true to their pledge to keep all their online content free. However, at the bottom of a number of their articles they add this call to action – it’s to the point and obvious and there is absolutely no shame in taking this tack.
Another fantastic example is courtesy of the folks at an American firm called Square, and no we haven’t heard of them either. However, their marketing is bang on and whilst their CTA isn’t the most exciting or innovative, it offers the consumer what they want – something for nothing. That lovely word “free” will undoubtedly help increase conversions. And if you’re providing a service rather than a product, you can always offer a “free” consultation or review.
And then, at the other end of the spectrum, there’s Spotify who actively draw attention to their paid plan by highlighting it in green and white, making it far more visually appealing than their “play free” which is in a far more subdued monochrome, pretty clever thinking from their designers.
There’s also a great example from Crazy Egg…
What’s particularly great about this CTA is that your not immediately giving away your details or required to sign-up, although you do enter your website URL. Instead they’re offering you a way to see how users click and scroll through your website and potentially miss key bits of information or leave your website early, potentially missing your call to action - a call to action associated to your call to action if you like. Not too shabby.
So to recap, on any call to action we would recommend you think about innovative and inviting ways of encouraging your visitor to:
- Book a meeting or a consultation
- Register/subscribe to a mailing list or event
- Download an e-book or other gated content you may have
- Take advantage of a seasonal/current offer you have
- Visit a webpage for further information
And, of course, at Visualise we always practise what we preach. So…
If you have any further questions about integrating a call to action into your marketing material please feel free to give us a call on 0208 088 2153 or drop us a line.