Why isn’t your “call to action” getting much action?

Why isn’t your “call to action” getting much action?

Every good piece of marketing has it – a call to action. Whether it’s a clickable button on your website or a good old-fashioned phone number on your direct mail piece, marketing is pretty much useless if it doesn’t encourage a response/action. So, why isn’t your “call to action” motivating your clients and prospects to act?

Your call to action is hidden

You might laugh, but this is something many companies fail to consider. It’s the equivalent of the big poster promoting an upcoming event – that has the date and time tucked away in a corner where it’s barely noticeable. This is not to say you should have a huge red button on your website, or that your catalog should feature a phone number thats visible from space, but your clients should be able to easily identify the benefits to them, as well as how to access that benefit.

You don’t know your target customers

If you’ve done your research, you know what problems your customers are having and how your product or service solves those problems. If you can’t solve their problem, they’re not going to respond. Period.

Before starting your business, you likely (hopefully) researched what need your product/service would be filling. Take that information, get to know who needs what you have to offer, and give them a reason to engage. And you should always be asking your clients and prospects what they need – after all, you can’t solve a problem if you don’t know what it is.

You’re not optimized for mobile

OK, so this one really only applies to digital marketing - but it’s a biggie. If you're not already optimized for mobile, now is the time (actually, the time has long since passed, but better to be late to the party than not show up at all). Personally, if a site isn’t mobile-optimized and intuitive, I move on almost immediately. I’ve found things online that I’ve actively searched for, only to abandon a site that is difficult to navigate from my iPhone. Mobile devices aren’t going anywhere, and it’s crucial that your site works as seamlessly on a smartphone or a tablet as it does on a desktop or laptop.

You’re not doing your research

When a new customer does engage, do you ask them why? Do you know where your clients and leads are coming from? If you ask, they’ll tell you. And that information alone can give you great insight into what works and what doesn’t.

And have you checked your competitors? If your competitors are outshining you, have you looked at what has been successful for them? You don’t have to mimic what they've done but, again, it will give you some insight.

Before launching a campaign get as much feedback as you can – from prospects, friends, family, coworkers, the cashier at your favorite pizza place. They may not tell you what you want to hear, but they will help you shape a message that will be more appealing to your audience.

Your online presence is not good – or nonexistent

Even if you’re relying heavily on print marketing, you can never rule out an online presence. Many consumers will check out a company’s website, Facebook page, and/or Twitter feed before they even consider making a decision. Your website should be professional, and should load quickly; your Facebook pages and Twitter feeds should be up to date. If the last thing you posted on Facebook was six months ago, and you have 4 Twitter followers, they may not give you a second glance.

You got the response, but your response was poor

Getting someone to engage is the hardest part, so once they do you have to make the interaction meaningful. If they don’t feel valued in their initial interaction with you, they’re probably not going to reach out again. And they might tell others not to bother either. Engagement is a two-way street; don’t leave your potential customers out there on their own.

Above all, remember that if you’re doing your job, you’re reaching people who want or need what you’re offering. Giving them a reason to act is simply the next step.

Apr 04, 2016

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