How to lead your readers without forced CTAs
You go to the Home Depot to buy a rake because you have some yard work to do, then decide to browse the aisles for ideas for your dream kitchen (that you just dreamed of and don’t have yet). have the time or the budget). . You’ll take a look at the pre-built setups to get a sense of your style and what options are available.
As you walk away, rake in hand, a salesperson stops you and asks you to sign up for a free at-home consultation today, so you can get started on your dream kitchen right away, and with the option to start a payment plan.
Anxiety and fear will immediately seize you because you didn’t intend to do this today. You just searched and found out the information available to you so that you can make a decision later.
You leave the store feeling rushed and just a number. Two years later you get your dream kitchen, but from Lowe’s.
That sounds like a tough experience, doesn’t it? That’s what your customers do when you place a demo CTA (call to action) at the bottom of every piece of content you distribute.
They may have landed on your website to learn more about marketing automation software and are nowhere near the end of the demo request. And when they’re ready, they’ll remember that experience and look for other options (aka your competition).
This article examines the importance of smoothness customer journey for readers and explains how a more personalized approach to marketing can help you achieve that goal.
The central theses:
- Understanding the three stages of the marketing funnel is critical to designing a smooth user journey.
- It’s important to incorporate both hard and soft CTAs into your content.
- Email marketing is a powerful lead nurturing tool.
- Taking readers naturally through the marketing funnel is critical to creating a seamless user journey and driving conversions.
Understand the marketing funnel
Let’s talk about the marketing funnel. It’s the journey prospects take, from first encountering your brand to making a purchase. This funnel consists of three phases:
In the awareness stage, you want to create content like blogs that educate your audience about the benefits of your product or service without being overly sales-oriented. An active blog is one of the most popular ways to share content 79% of companies If you use it, a positive ROI (ROI) will be reported. Within your blog, you can add CTAs to newsletters, social media channels, and other engagement-focused CTAs.
Lavender.AI does this throughout the blog, directing readers to more relevant content after reading the article, moving them naturally down the funnel. No demo. No hard pitch.
In the consideration phase, potential customers weigh their options. Therefore, you must provide detailed information that will help them make an informed decision. This is the perfect time to offer additional resources like whitepapers and case studies to build trust and showcase your expertise.
In the example below, Demandbase ends its article with social proof – it inspires readers to read a case study related to the article’s topic and adds context and value to the information.
After all, at the decision stage, you want to make it easier for potential customers to convert without being overly pushy or aggressive. A clear and compelling CTA is crucial, but it’s important to create a seamless user experience that doesn’t feel forced.
ClickUp uses a free demo CTA in an article about the best ClickUp templates. The placement feels relative and appropriate as the reader will likely want to use the templates they just read about.
More than 40% of B2B SaaS websites evaluated had a “Get a demo” CTA. Interactive Product Demo 2023 Status Report. While these CTAs are commonly used, placing them can make or break a conversion.
Your CTAs should address where customers are and what they are looking for, and they should never be pushy or forced. The key to conversions is creating a nurturing flow that gives buyers the valuable information they need to make a purchasing decision.
Dig deeper: How to optimize your content for every step of the buyer journey
Integrate CTAs into content
Just like tacos, there are two types of CTAs: hard and soft.
A hard CTA is a more aggressive call-to-action, such as asking prospects to schedule a demo or sign up for a free trial. These types of CTAs are often used in the decision-making stage of the funnel, when the customer is ready to take action.
A soft CTA, on the other hand, is a more subtle approach, such as asking readers to download a free resource or learn more about your product. Soft CTAs are often used earlier in the funnel, during the awareness or consideration stage, to build trust and credibility with potential customers.
But here’s the thing: Not every article needs a hard CTA. Sometimes a soft CTA can be just as effective, if not more so. By offering valuable resources or information, you can build relationships with prospects and guide them down the sales funnel naturally without being overly pushy.
For example, if you’re writing an article about the benefits of project management software, a soft CTA could be to offer a free guide to improving team productivity. This type of CTA provides value to the reader and helps establish your brand as a thought leader in the industry.
Another effective soft CTA is to invite readers to engage with your brand on social media. By asking them to follow your Business Page or join a relevant group, you can build a community around your brand and engage potential customers with your content.
Ultimately, the key to incorporating CTAs into your content is to provide value to the reader and move them down the funnel naturally. So don’t be afraid to experiment and experiment with different types of CTAs to see what works best for your audience.
Nurture leads with email marketing
Now that we’ve discussed CTAs, let’s dive deeper into them email marketing and how it can help nurture leads.
Email marketing is a powerful tool for moving prospects down the sales funnel and building strong relationships. By sending your audience personalized and relevant content, you can keep them engaged with your brand and encourage action. Some marketers refer to this as One to one content marketing.
So how do you create effective email campaigns that move readers down the funnel naturally? Here are a few tips:
Segment your audience
Instead of sending everyone on your list the same email, segment your audience based on their interests, behaviors, and where they are in the funnel. This allows you to send more personalized and relevant content that resonates with your audience and inspires action.
Just like CTAs, it’s important to add value to your readers in your email campaigns. This can be done by offering exclusive content, discounts, or helpful tips and advice. By providing value, you establish yourself as a trusted source and bind potential customers to your brand.
Use engaging subject lines
Your subject line is the first thing your reader sees. Therefore, it is important to make them appealing and relevant. A good subject line should be clear and concise and encourage the reader to open the email.
Add clear CTAs
Just like your content, your emails should include clear and relevant CTAs that guide the reader through the funnel. Whether you invite them to download a resource or sign up for a free trial, make sure your CTAs are easy to find and consistent with your overall marketing strategy.
To know if your email campaigns are successful effectively increase sales, you need to measure their success. Track metrics like open rates, click rates, and conversion rates to see what’s working and what’s not. Use this information to refine your campaigns and improve their effectiveness over time.
Dig deeper: 6 Recession-Proof Email Marketing Tactics
Meet your buyers where they are
Naturally guiding readers through the marketing funnel is critical to creating a smooth and enjoyable user journey while increasing conversions. With a solid understanding of the marketing funnel, effective use of CTAs, and well-crafted email campaigns, you can guide readers through each stage without being too aggressive.
Remember, hard CTAs aren’t always necessary—soft CTAs can be just as powerful in nurturing leads. By tracking and analyzing the success of your efforts, you can continuously improve your strategy and achieve even better results. So put these tips into action and watch your marketing efforts thrive.
Get MarTech! Daily. Free. In your inbox.
The opinions expressed in this article are those of the guest author and not necessarily those of MarTech. Staff authors are listed Here.