Improve your response rates with the right call to action
As a small business owner, you’re always reaching out to grow your customer base. If you’ve been following my blog, you’ve likely done the hard work of getting your database in order to be able to reach the right person at just the right time. Now it’s crucial to deliver the right message, specifically the call to action. What specific action do you want your prospects to take?
As part of maintaining complete customer profiles, you most likely know how your customers like to receive their communications from you. But it’s equally important to know how customers prefer to respond, which increases the likelihood they will answer your offer. Do your customers and prospects prefer to visit your website and, if so, have you created a landing page or visible messaging on the main page that receives and guides them to take further action? Do your customers lack workplace Internet access, so a phone option is more appropriate? Perhaps you want your customers to bring the mailing into your store for one-on-one contact. I prefer to provide multiple response paths, but always keep in mind the audience I’m reaching and highlight their preferred channel for the highest response rates.
The call to action also reflects the goal of the marketing piece. As a small business owner, if I want to increase referral rates then the call to action might be to bring a friend for a two-for-one discount. If it’s to increase connectivity, it may simply be to join my Facebook or Twitter community. If I’m selling a product, I’ll offer a special rate for a limited time. Help your customers take that next step by guiding them along. Call now. Click for your exclusive discount. Go online and register today! And a free gift can’t hurt either.
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