What Makes a Strong Call to Action?

A strong call to action (CTA) is vitally important when you are trying to get your audience to do what you want them to do. Without a strong CTA, your web copy or email can fall flat. If readers don’t know what to do, they most definitely won’t do it!

Make sure you have goals for each piece that you write. Do you want your readers to sign a petition? Sign up for a newsletter? Buy a product? Have a clear vision for the outcome of your piece. You want to guide people to take the action that you need them to take.

Here are the three elements for a great call to action:

  1. Your CTA should be simple.

Don’t confuse your readers by including multiple calls to action. Even if you want them to buy your product and sign up for your newsletter, choose only one single action for them to take (and choose carefully!). The best way to do this is to have a big button for them to click, saying “click here to order” or “sign up for our newsletter!” (not both).

       2. Speak directly to the reader.

Make it clear that it is the reader you’re talking to. Specify exactly what they can do. Avoid using the passive voice: “the audience was moved by our call to action” (passive) versus “our call to action moved the audience” (active).

For more details about the passive voice, click here.

       3. Create a sense of urgency.

You want your audience to think that there’s a time limit on the action, so they won’t think “oh I’ll come back to this email later.” More often than not, they’ll forget about you. Use words like today, now, or limited time to incite a sense of urgency.

A Strong Call To Action, In Action

Below is an example of Targeted Persuasion’s call to action on our highly successful Free The Mimosa campaign. Notice how the email tells readers to do one thing: email their legislators. It speaks directly to the readers, using words like “you” and avoids the passive voice. There’s a sense of urgency, and the vote deadline is highlighted.

call to action email example

The keys to creating a strong CTA are now in your hands. Want to continue the conversation? Contact us today and find out how Targeted Persuasion can help your organization create a successful campaign.

What Is Influencer Marketing?

In a world where consumers are increasingly wary of traditional advertising, marketers are searching for alternatives to expensive and ineffective traditional marketing campaigns. Even if you are having success with more traditional marketing, sometimes you need an extra tool in your kit to push your marketing to the next level.

We’re talking about influencer marketing.

Chances are you may have heard of influencer marketing, but unless you’re an industry expert, you may not know much about it. Let’s break it down with a short example.

Think about how effective word-of-mouth recommendations are to you in your purchasing decisions. If your friend tells you their personal experience at an awesome restaurant, you’re much more likely to visit the restaurant than if you’d just heard an ad on the radio or scrolled through sponsored content on social media.

Influencer marketing harnesses the power of word-of-mouth marketing by placing a focus on influential people. These people are connected trendsetters who have engaged social media followings and credibility. By recruiting them to represent your brand, you can get your message out to their entire following.

Influencer marketing enables you to amplify your brand’s voice. More people will see and respond to your marketing, because the message is going through an influencer your prospective customers already like and trust.

Here’s the best part of influencer marketing: it works. Here’s the proof.

Earned media values have significantly increased with the use of influencer marketing, as shown in this study from 2013-2014. Earned media values reflect influencer sales, as opposed to paid media (traditional advertising) sales. The highest earner was consumer packaged goods in the food industry, with $14.29 earned for every $1 spent on influencer marketing. Other high earners were travel and beauty products.

And marketers understand this changing tide. 60% of marketers, according to one article, said that they planned on increasing their influencer marketing budgets for the next year.

How Can Influencer Marketing Help You?

There are several areas in which influencer marketing excels.

  1. Public affairs

If you’re in public affairs, you’re trying to get your message out to the political movers and shakers in the community. If you don’t want to spend all your time attempting to contact individual lawmakers yourself, look no further than influencer marketing. A good public affairs influencer will already be connected with the politicians in your area. You can harness their network and focus more of your attention on your message.

  1. Political campaigns

For political campaigns, it’s imperative to find an influencers that are followed by your target voters. If they already trust the influencer, then it’s a much easier lift to gain win votes through this connected individual, especially if your target voters are active on social media. The influencer can rally voters through preexisting social networks.

  1. Brands

As we discussed earlier, influencer marketing can help your brand to bypass the white noise generated by traditional advertising. From the right trusted influencer’s mouth, your brand will stand out. You can harness their networks to grow your brand’s reputation.

How do I get started?

First, you’ll need to correctly identify influencers that serve your target market. This can be done using market research to find activists, trendsetters, or authorities in your demographic target.

Once you identify the influencers, you’ll want to connect with them on a personal level. They need to buy into your brand. If you have a product or service, let them try it for free. If you have a cause, get the story in front of them and let them know why it’s important and why they should care. You can connect over social media, blogging, or best yet, face to face.

Once you have influencers on board, you’ll need to create content or promotions that your influencers can easily share. This could be articles, product giveaways, limited time offer coupons, or just give the influencer a sample so they can publicly review it.

If all this seems a bit daunting, try hiring a public relations or marketing firm (cough, cough).

8 Social Media Holidays You Need to Take Advantage Of

Did you know that every day is a holiday if you check out the National Day Calendar? This can be a great source for fun and engaging content for your brand’s social media feed. Below are just eight examples of holidays you can recognize on social media. Make sure you hashtag the holiday so your audience can join in on the fun!

1. Star Wars Day – May 4

“May The Fourth Be With You” is the rallying cry for this popular social media holiday. Big brands and fans alike take to social media to express their love for the franchise. Below, GameSpot shares a video related to Star Wars and asks a question of its fans.

2. Talk Like A Pirate Day – September 19

Talk Like a Pirate Day only happens once a year, and it’s your chance to have a little fun with your copy! Here’s a good example from Marketspace Vendor.

3. National Sarcasm Awareness Month – October

The best way to celebrate National Sarcasm Awareness Month is to make sure everyone knows you’re being sarcastic, so be sure to hashtag it #nationalsarcasmawarenessmonth, like Elly Jays did, so you don’t alienate any of your followers.

4. National Black Cat Day – August 18

National Black Cat Day piggybacks off of Halloween’s popularity, and it gives you an opportunity to post pictures of cute cats on your feed! A post like WOOD TV8’s can even help to find homes for adoptable pets.

5. National Men Make Dinner Day – First Thursday in November

Here’s another chance to have some fun! National Men Make Dinner Day is a golden opportunity for any food brand or cleaning supply brand. Below, Marigold takes full advantage of this holiday.

6. Pretend to be a Time Traveler Day – December 8

December 8 is Pretend to be a Time Traveler Day, a perfect day for your imagination to run wild and to learn about history. Ancestry.com takes full advantage of the holiday on Twitter as seen below.

7. Library Shelfie Day – January 26

Library Shelfie Day is a great one to celebrate with social media because it always involves posting a photo! Libraries across the country posted shelfies, along with other companies or site with a book collection. Below, we can see the University of Waterloo’s more historic take on a shelfie.

8. National Tell a Fairy Tale Day – February 27

National Tell a Fairy Tale Day is great because it facilitates teaching and learning, and you can target parents. Scholastic’s Twitter post below is a great example.

Armed with a calendar containing all of the “national days,” you’ll be on your way to creating engaging and fun content for your audience every day of the year!