THE ART & SCIENCE OF CALLS TO ACTION

Transcription

1 THE ART & SCIENCE OF CALLS TO ACTION INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 What s your most effective call-to-action to convert visitors into leads?

2 #INBOUNDLEARNING

3 WEBINAR SCHEUDLE 4/16 - Understanding CTA Placement & Performance 4/23 - How to Design CTAs That Convert 4/30 - Analyzing & Improving Your CTAs

4 Mark #InboundLearning

5 Marc Inbound Marketing Consultant

6 AGENDA 1 Why placement of CTAs is so critical 2 How to properly place your CTAs 3 CTA Auditing & examples 4 Next steps and resources

7 1 WHY PLACEMENT OF CTAS IS SO CRITICAL.

8 Calls-to-actions are bridges driving visitors to landing pages.

9 They provide the next logical step.

10 CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page

11 RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME

12 GUIDE PEOPLE THROUGH THE BUYING PROCESS Perform Research Prospect knows there is a problem that needs to be solved. Establish Buying Criteria Prospect recognizes a need for a solution like yours. Evaluate Vendors Prospect seeks solutions to their need; ready to buy. Free Whitepaper Free Guides & Tip-Sheets Free ebooks Free Checklists Free Videos Free Kits (combo of above) Free Webinars Case Studies Free Sample Product Spec Sheets Catalogs Free Trials Demos Free Consultations Estimates or Quotes Coupons

13 GUIDE PEOPLE THROUGH THE LIFECYCLE Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows

14 They are business assets.

15 2 HOW TO PROPERLY PLACE YOUR CTAS.

16 WHAT ACTION SHOULD THEY TAKE NEXT?

17 IT S ALL ABOUT ALIGNMENT! Aligning CTAs with your buyer personas Aligning CTAs with the right buying process stage Aligning page copy with the CTA Where to place your CTAs on the page

18 1 ALIGNING CTAs WITH YOUR BUYER PERSONAS

19 PEOPLE ARE COMING TO YOUR SITE WITH DIFFERENT INTERESTS

20 BUYER PERSONAS GOALS: Keep employees happy and turnover low Support legal and finance teams CHALLENGES: Getting everything done with a small staff Rolling out changes to the entire company HOW WE HELP: Make it easy to manage all employee data in one place Integrate with legal and finance teams systems

21 MAKE IT CLEAR WHAT THEY SHOULD DO NEXT

22 MAKE THE NEXT STEP AN OBVIOUS CHOICE

23 USE ACTION-ORIENTED LANGUAGE TO DIRECT THE USER EXPERIENCE SELL YOUR NEXT HOME BUY YOUR NEXT HOME

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25 2 ALIGNING CTAs WITH THE RIGHT BUYING PROCES STAGE

26 THINK LIKE A PROSPECT!

27 THE BUYING PROCESS Perform Research Prospect knows there is a problem that needs to be solved. Establish Buying Criteria Prospect recognizes a need for a solution like yours. Evaluate Vendors Prospect seeks solutions to their need; ready to buy.

28 CONTENT & THE BUYING PROCESS Perform Research Prospect knows there is a problem that needs to be solved. Establish Buying Criteria Prospect recognizes a need for a solution like yours. Evaluate Vendors Prospect seeks solutions to their need; ready to buy. Free Whitepaper Free Guides & Tip-Sheets Free ebooks Free Checklists Free Videos Free Kits (combo of above) Free Webinars Case Studies Free Sample Product Spec Sheets Catalogs Free Trials Demos Free Consultations Estimates or Quotes Coupons

29 USE ACTION-ORIENTED LANGUAGE TO DIRECT THE USER EXPERIENCE GET STARTED NOW DOWNLOAD YOUR FREE REPORT LEARN MORE TALK TO A MEMBER OF OUR TEAM

30 WHICH PAGES ON YOUR SITE CORRESPOND TO WHICH STAGES OF THE BUYING PROCESS?

31 PERFORM RESEARCH - BLOG ARTICLE

32 ESTABLISH BUYING CRITERIA - PRODUCT OR SERVICE PAGE

33 EVALUATE VENDORS - PRICING PAGE:

34 WHAT S THE GOAL OF THE PAGE?

35 3 ALIGNING PAGE COPY WITH THE CTA

36 LEAD VISITORS TO THE NEXT LOGICAL STEP

37 HOMEPAGE

38 BLOG ARTICLE

39 PRODUCT OR SERVICE PAGE

40 PRICING PAGE

41 THANK YOU PAGE

42 4 WHERE TO PLACE YOUR CTAs ON THE PAGE

43 EVERY PAGE SHOULD HAVE ONE CTA

44 WHITESPACE IS YOUR FRIEND

45 ABOVE THE FOLD

46 AND BELOW THE FOLD

47 LESS IS MORE

48 DON T ENCOURAGE BAD HABITS

49 EXTERNAL CTA PLACEMENT

50 BEST PRACTICES FOR EFFECTIVE CALLS TO ACTION Uncover and understand your ideal buyer/buyer Person (this is to whom you re targeting your Calls-to-Action) Use action-oriented language to clearly illustrate the next step Create content for each stage of the buying process Place CTA s on different pages on your site to align with the buying process Align your page copy with the most relevant CTA lead prospects to the next logical step Place CTA s above and below the fold Use page performance tool to insure your top-performing pages are optimized with CTA s

51 3 CTA AUDITING & EXAMPLES.

52 Reports > Page Performance

53 Reports > Page Performance

54 Reports > Page Performance

55 Content > Call-to-Action

56 Content > Call-to-Action

57 PERFORM RESEARCH

58 ESTABLISH BUYING CRITERIA

59 EVALUATE VENDORS

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65 4 NEXT STEPS & RESOURCES.

66 NEXT STEPS 1 Audit your most visited pages for CTAs 2 Audit what CTAs are performing well and which are not 3 Map your website pages to your buyer personas and buying process 4 Ensure your CTAs align with your buyer personas and buying process

67 RESOURCES 1 Call-to-Action Training Class 2 How to identify places on your site to use Calls to Action Examples of Effective Calls-to-Action 4 20 Critical Do's and Don'ts for Clickable Calls-to-Action

68 QUESTIONS?

69 HUBSPOT TRAINING:

70 DOWNLOAD THE HUBSPOT iphone APP

71 THANK YOU.