Even at a cursory glance, it’s impossible to miss the fact that a call-to-action fulfills a critical function in the marketing process as well as in sales.
...regardless of whether you do business online, on the phone, or in person. Bar codes on physical products have simplified in-person transactions and stock control, mobile payment has allowed for instant payments to be made from just about anywhere, and there are plenty of online payment processing options available that you can use to clinch the deal—systems that can process in multiple currencies, automatically, 24/7/365.
In “The New Rules of Marketing & PR”, author David Meerman Scott tells us that “…when buyers are ready to whip out their credit cards, they need easy-to-use mechanisms linked directly from the content so they can quickly finish the purchase (or donation, subscription, and so on).”
But how can we guide leads to that point of commitment in today’s digital world? And what type of content and mechanism best gets that lead to this moment of truth? Because let’s face it, the more leads we can guide to this point, the more deals we are likely to close.
Video has emerged as the most effective type of content to engage today’s buyer. Marketing departments have been going all-in on video for years, and it’s huge in social media. Sooner rather than later, if you’re not using video, you’ll be in dire straits.
But using video in a sales setting has, until recently, been a challenge. New technology, designed for sales professionals, makes video far easier and presents an opportunity to leverage a call-to-action message.
For example, sending a Digital Handshake™ video has the potential to give you a game changing advantage on two fronts: the first, putting a face to the name while differentiating yourself from the competition; the second, the focus of this post, leveraging a call-to-action at the end to guide your leads to the next logical step in your sales process.
“People considering a purchase always go through a certain thought process,” says Meerman Scott. And as a rule of thumb the higher the value of financial commitment being sought the longer that thought process will be.
The goal is to guide your leads through the sales process.
Online marketers in particular use call-to-action strategies that tap into their buyers’ thought process. As an example, they might extend an offer for something free of charge such as an ebook or free trial. This is usually followed by the offer of a modestly-priced item, which in turn they hope will motivate them to purchase a higher-priced item. In short, they tailor their calls-to-action to match the stage in the buying process.
We need to follow the same rule. Before creating any communication, we need to pause and ask ourselves “What’s the next logical step in the sales process for this person?” Then laser-tune a call-to-action message for them.
Here are some examples of calls-to-action that our members use:
Having your call-to-action appear at the end of your Digital Handshake™ gives your leads the choice to continue the interaction, when she or he is most interested (right then and there), compared with serving up a completely underwhelming and buzzkilling black screen.
Justin DeBoom, of Costa Rica Luxury Vacations, uses calls-to-action at the end of his Digital Handshakes™ to enable potential vacationers to load a custom itinerary that includes a “buy now” button. Since adopting the Digital Handshake™ into his routine, Justin’s increased his closing ratio by +35%.
A call-to-action is most effective when it is a clickable message displayed at the end of your Digital Handshake to drive your lead to the next logical step the sales process. Here are some best practices to generate the most click-throughs:
The end of any video, be it on your website, blog or a Digital Handshake™, is a great opportunity to guide your leads to the next logical step in your sales process. Sometimes, like in Justin’s case, using a “buy now” button, you can close the deal without making so much as a follow-up phone call.
Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.
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