Read this blog and we’ll give you £20
If only that were true, but that headline probably got your attention – it gave you an incentive to read.
Here is a better incentive, read this blog and learn how to master calls to action and increase your profits.
Here at Brandlective, we want brands to understand that motivating their customers or potential new customers to invest in their brand is extremely important. Alongside creative, high-quality content, a thoughtful but simple call to action (CTA) will ensure higher rates of interaction with your brand.
Digital marketing is focused on increasing a customer’s interaction with a brand. Whether that interaction is liking a post, clicking on a website or buying the product or service a brand is selling – brands need to consider their words very carefully when generating their calls to action. Through our experience working on a number of PPC campaigns, we are confident that we know the secrets to effective calls to action. Here they are:
Use an effective command verb!
You do not have many words to craft your CTA, so get straight to the point by using strong verbs. Running an e-commerce website? Utilise the words buy, shop or order. Providing a service? Use the words “download” or “subscribe.” Including these action words in your first line will create a level of clear understanding between you and your customer. Being clear and frank is of utmost importance.
Use FOMO (the fear of missing out)!
No one likes missing out, and this is an age-old marketing technique that should not be ignored. By setting a time limit on a specific promotion or advert you incentivise customers to act on your promotion. If you are selling a product, simply providing a time limit for a promotion will push people into action if they are already interested. With a service, claiming that a certain paper or free consultation is only available within a specific time limit will also act in the same way. Regardless of whether you are planning on generating sales or capturing customers information, utilising the fear of missing out is critical.
Creativity is always critical in marketing, and even more so in the first few words of your ad copy. PPC is all about testing and CTA’s are no exception, so try new combinations of words. Instead of stating that new deals are available, try saying that “new deals are only a click away.” We advise utilising a testing period (between 1 to 3 months) to try different calls to action on different ads to see which ones work best.
Simply put, people react better to numbers. The proof is in a range of research that suggests that people place more trust into things they can quantify. This is especially true for E-Commerce businesses. By disclosing pricing information in an advert, those who click through are more likely to trust the brand and go forward with a purchase. By leaving the pricing out of the equation it is possible that once that individual clicks through they may be discouraged by the price point. For a service related business, numbers are still effective. If for example, you are offering marketing information, you should think about quantifying the advice you are providing and stating in the ad the amount of time and money you could potentially save those who are reading.