Every campaign needs calls-to-action (CTAs). After all, they are the early-stage equivalent of asking for the sale. Calls-to-action are entrances through which website visitors, blog readers or email list participants travel to become leads. (Click to Tweet!)
So where should you be placing CTAs for your next campaign? What are the 7 CTAs you should use for your next campaign? Let’s talk through an example: Your company is planning its 2016 “OurCon” event—two days of workshops and presentations with industry leaders—and it’s your job to bring in the registrations.
You’ve created a special “OurCon” information page on your website and a landing page set up for registrations. Now, how do you get people to them?
1. Blog posts
Even when you are writing blogs the way you should—to provide information, not push sales—there is still room for calls-to-action. CTAs in blogs can range from very subtle to direct. Any mention of your conference can be highlighted and hyperlinked to a registration landing page as an in-text CTA, or you can end a blog related to the topic of the conference by truly asking for the sale: Register for OurCon today to learn from the leaders in the industry!
Of course, not every blog you write is likely to lend itself to calls-to-action within the text. That’s when you use the sidebar of your blog for a CTA promoting the conference. You are already using this space for other CTAs, right?
Other pages throughout your website could host calls-to-action as well. If this conference is your big focus every year, think about a banner across the top of your home page. Make it hard to miss (but not obnoxious).
4. Social media
As with your blog posts, social media posts should be useful — not just a steady stream of product or event promotion. But your followers also expect a certain amount of information about things that will help them out, such as learning a specific skill or networking with a certain group of people at a conference. Craft your status updates and tweets to focus on the benefit, then link to the landing page or informational page.
5. Email signatures
Email signatures are personal, and easily changed. How simple is it to change yours to read “Join me at OurCon to learn the latest industry trends,” and hyperlink it to that landing page? Very simple.
6. PPC or other paid media
While I do advocate strongly for inbound marketing, based on using content to attract visitors and leads “organically,” marketing still requires multiple fronts. Don’t overlook opportunities for paid promotion on social media or search, especially if you can target specific search terms or social media audiences, and include CTAs for your latest campaign in other paid media. Do you regularly purchase print advertising in industry publications? Use your space a month or two before the event to promote it.
7. Direct email
If you have an email list of subscribers who have opted in to receive helpful information and news about you, send a CTA to them. You could dedicate an entire direct email to the current campaign for your conference, or just include a conference CTA in a larger newsletter.
These CTA tips apply whether your campaign is for a conference, a contest, or even your latest downloadable content. Coordinate the calls-to-action across platforms to drive the most traffic and conversions possible.
Make the most of your CTAs with the other strategies in our ebook, Complete Guide to Creating and Executing Calls-to-Action.