The call-to-action (CTA) is an important tool for promoting your marketing offers and making sure your lead gen engine stays humming. In fact, we believe that your CTAs should be on just about every page of your website.
But surely there should be more of a science involved than just slapping a CTA button on any page on your site willy-nilly.
Step 1: Map Your Offers to Stages in the Sales Cycle
Before you do anything else, you need to conduct an audit of all the marketing offers you have at your disposal. Create a spreadsheet, and list all of your offers in column A. It's also a good idea to list their corresponding landing pages in column B.
Next, identify the various stages in your sales cycle. This may be different from business to business and industry to industry, but just so we're all on the same page, we'll go with the three most widely recognized stages: awareness, evaluation, and purchase.
Once you've identified the various stages in your sales cycle, add a third column to your spreadsheet, and categorize each of your existing offers by these stages.
The content assets listed in the 'awareness' stage are appropriate for that stage of the buying cycle because they help educate your lead.
The content assets in the 'evaluation' stage, however, speak directly to how your company can help solve their needs.
The assets in the 'purchase' stage require more action from the lead.
Step 2: Map Your Website Pages to Stages in the Sales Cycle
The next thing you'll need to do is determine how each page on your website aligns with the stages you identified in step 1. By knowing which pages more effectively appeal to visitors in particular stages of the sales cycle, you'll know where to place the offer CTAs that coincide with those stages.
So how do you know which pages of your website map to which stages of your sales cycle? You'll need two pieces of intelligence:
- your marketing analytics...
- and your common sense...
Step 3: Use Analytics to Identify Your Best Offers for Each Stage
So now you know which stage in your sales cycle each of your offers align with, and you've also determined which pages on your site CTAs for those offers belong.
Use your landing page analytics to analyze your offers by each sales cycle stage, and pick out your top-performing offers by using metrics such as landing page conversion rate and submissions as proxies.
Step 4: Design, Test, and Analyze
Add the appropriate CTA buttons for your offers to their corresponding web pages. And if you don't have CTAs for your offers, get to designing them!
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