If you have been following my blog series on Lead Generation, you know that you need to have an offer to engage your prospects.  If you missed that blog, you can check it how HERE.

The offer is basically the carrot, now what you need is the pole and string from which to dangle that well-crafted carrot and to get your prospects to act or engage.

What gets our audience to reach for the carrot is your call-to-action (CTA). When effectively crafted, they will capture people’s attention and persuading them to act.

Not all CTAs are effective or will result in action. It's important to consider what your competitors are offering and then determine why someone may choose your offer over the competition.

Once you have your offer decided, now it's time to get the word out.  Here's how:
Develop a Call-To-Action that Generates Leads

1.  Visibility is Key

CTAs can be used on product pages (non-landing pages), in display ads, email, social media, direct mail and pretty much anywhere you can market your offer.

When displaying the offer on your web page, make sure the offer is visible at the top of the page.  In the newspaper business we referred to the prime space as above the fold, think of this as above where you would need to begin scrolling down on your website.

2. Clarity Over Cleverness

There is a time to be clever in marketing, but not when explaining your offer.  Cleverness leads to lack of clarity or may be viewed as a bait and switch or a scam.

If you’re giving away a free guide, say “Download our FREE guide to X.” If you’re hosting a free webinar, say “Register for our FREE webinar on X.” X should clearly convey a compelling benefit of receiving the offer. This is much more effective than “Download Now” or “Get a Free Article.” These simply aren’t specific enough.

3. Make Your Call To Action Visible

Just as important as placement is creating a CTA that stands out on your site. If your call-to-action blends in too much with your website design, no one will notice it. You want as many eyeballs to land on that call-to-action as possible, so use contrasting colors to make it stand out, and more importantly, use design to make it clear it is a clickable call-to-action.

This also applies to other marketing channels.  If your offer is not visible on social media or in an e-newsletter it will go unnoticed.

4. Link To A Landing Page

This tip might seem minor, but it’s incredible how often businesses miss this opportunity. Calls-to-action are meant to send visitors to a dedicated landing page where they receive a specific offer. Do not drive people to your homepage. Instead send them to a targeted landing page that is relevant to what they are looking for and then convert them into a lead.

5. Promote Product Throughout The Site

CTAs shouldn’t be one size fits all. If your company offers various products or services, you may want to consider creating a different offer for each of them. Then link each incentive to a separate dedicated page that is relevant to that offer.

Multiple landing pages is a good thing.  Not only does this help from a market segmentation stand-point, it is also good for SEO (search engine optimization).

6. Say Thank You

Even if someone completes a form on your website (thus they’ve converted as a lead), don’t stop there. Increasing engagement is also a top priority for business owners so that prospects turn into loyal fans.

Once someone reaches a “thank you page,” the page that a visitor arrives on after completing a form, use that space as an opportunity to promote more offers and content.

For example, if a visitor downloads a case study, you can offer them a free business analysis questionnaire to see how their business ranks or invite them to a webinar on the topic. Most importantly keep the prospect engaged and the conversation moving through the sales funnel.

At Marketing Eye Dallas we find that many of our clients are looking for assistance with Lead Generation. 

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