Using these phrases in each of your marketing efforts can make the difference between you hooking lucrative leads and opportunities walking away.

Whether you perform outreach to your target audience through social media, email campaigns, physical mailers like postcards—or, hopefully, each of these and more—your ultimate goal is likely tempting individuals into making a purchase. That’s where a good CTA comes in.

Best practices

To improve these directives in each of your marketing materials, make sure that your organization’s CTAs:

• Set clear expectations of what a potential customer should do and what you sell (i.e., who they should call and which services they will access)
• Share your value proposition, or the various intrinsic benefits consumers can gain from working with you, like saving time or feeling peace of mind
• Provide necessary details for finding your business, including its name, website, and physical address
• Incorporate personalized branding or even a memorable catchphrase, such as “For irrigation inspections that dig deep, call X Plumbing today!”
• Use clear, concise, and engaging language that the customer will remember long after the touchpoint has ended
• Are located at the end of a published marketing material or pitch, leaving consumers enticed to buy as a final impression
• Have a hyperlink where possible, such as a blog that directs them to an online booking form

TIP: To refine your calls to action, try creating several versions and using A/B testing to find the one that drives the most engagement.

Enhancing these crucial marketing elements can encourage more potential customers to respond to your message and decide if your company is the right fit.

TAKE ACTION:
Share this guide with your marketing team as you craft lead-conversion strategies.