Creating a Call to Action to Continue the Conversation

Posted by Joelle Colosi on Wed, Sep 26, 2012 @ 07:52 AM

Let's imagine a prospective client is taking a look at your firm’s statement of qualifications. We'll assume you presented an incredible body of work.  Your prospect skims through the content and browses through the impressive case study images and admires the incredible layout.  After looking through the material, the prospective client comes to the conclusion that you are a qualified resource to provide professional services. 

There is just one problem.  After reading over your firm’s qualifications statement, there is no call to action.

A call to action (CTA) is a statement or message that urges readers or audiences of promotional content to take immediate action, such as “call now,” or “download now.”  

If you do not create a sense of urgency, a prospective client will be left to contemplate next steps. If you do not keep up the exchange, there is a strong chance the prospect will take a look at a competitor who effectively creates a sense of urgency and takes the time to continue the conversation.  

When it comes to inbound marketing, the call to action is a key component to your automated marketing campaign and website.  If you are unsure as to how to get started on a call to action, begin with referencing your client profile.  Place yourself in a prospective client’s "proverbial" shoes and think about the kind of information they need to know in order to make an informed business decision and take the next step. 

A CTA can be used to…

  • Create a sense of urgency to learn about how to make a more informed decision.
  • Create interest by offering advanced content (checklist, ebook, whitepaper) of real value to a specific market segment and concisely address a prospect's unique concerns.
  • Arrange a complimentary meeting with an experience professional. 

A call to action, or CTA, is typically placed in a website, blog or marketing campaign in the form of a stylized graphic or text. The intent is to prompt the prospective client or partner to click the image, download the desired advanced content, and continue to persuade them to move through the business development lifecycle by delivering content that specifically addresses their concerns. 

An effective CTA needs to do the following:

  • Create a Sense of Urgency to Take the Next Step: A message that subtlety requests a timely response should be incorporated into your call to action.  For example, “Begin planning your new medical campus today! 
  • Concisely State the Call to Action (CTA) or next step: It is best to be specific on next steps that will effectively nurture a client. Download the Acme Planning eBook for Medical Campuses!”
  • Align CTA Images with Your Brand: Your firm’s CTA image needs to be in alignment with their brand.  The CTA needs to capture a visitor’s attention and entice them to take the next step. 
  • Use Complimentary but Contrasting Colors: Complimentary but contrasting colors attract a visitor’s attention and will effectively deliver the message to take the next step.  Below is an example of a CTA, using the Colosi Marketing color scheme.
Call to Action Example
  • Consider the overall Layout and Position: Place the calls to action in the top half of a site’s viewable page.  The call to action should be located in the reader’s natural path. 
  • A CTA needs to be Clickable.  Your call to action needs to have function.  A site visitor should be able to click an image or text.  The image and text needs to have a contrasting appearance to indicate that it has function or links to the next step.  

Your marketing efforts are too good to go to waste!!! Simply incorporate a call to action to continue the conversation with your prospective clients.  Make sure your CTA enhances your firm’s brand and, more importantly, focus on building a rewarding relationship with your new client!

Topics: lead generation, content marketing, call to action (CTA)

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