A call to action is arguably the most essential element of any communication (from your website to videos to emails), yet it’s often overlooked. For every engagement you have with a recipient, providing clear guidance on what they should do next can significantly improve response rates and help you build relationships.
Here are three best practices for prompting responses that grow businesses:
1. Segment your mailing list. In your communications, whenever possible, version your message with tailored calls-to-action based on the relationship you have with the target audience, such as distinguishing between prospects, warm leads, current clients and centers of influence. For example:
- Prospects. Raise awareness and pique their interest to learn more about your organization by inviting them to visit your website, join your mailing list or follow you on social media.
- Warm leads. Suggest that prospects who have engaged with you in some way, but have not yet become clients, call you to set up a meeting so you can close the deal.
- Clients. Increase your level of engagement with existing clients and encourage them to generate referrals by arranging conversations and recommending social sharing.
- Centers of influence (COIs). Invite other industry professionals with whom you share target clients to join your mailing list or to set up an introductory telephone call; persuade actively engaged COIs to share clients and disseminate your thought leadership or bring clients to events.
2. Be specific and compelling. Provide the rationale for taking action using words that guide, for example: to learn more about how we can help you achieve your goals visit our website… join our mailing list… follow us on social media… attend an event or give us a call so we can schedule a meeting.
3. Make your call-to-action obvious and easily actionable. Simplicity encourages response and gets results. For example, if you want prospects to visit your website provide a clickable link that lands them on the appropriate page; encourage website visitors to join your mailing list with a fillable form; and invite social sharing with a suggestion to follow you on Twitter and LinkedIn.