Marketers all have the same fear: hammering away at their marketing campaigns without any change in success. They try adjusting posting frequency, segmenting a targeted audience differently or introducing new channels, but just can’t seem to generate results.
Why? As Debbie Henley pointed out in 26 Social Media Marketing Tips from the Pros, which is based off takeaways from the Social Media Marketing World Conference in April, stepping up a marketing game all comes down to the Call to Action (CTA).
How to Improve Your Call to Action.
As Debbie goes on to say, always on-the-go working customers spread their attention across a vast amount of mobile device-accessed content. Communication and connectivity, whether via social networks, web, phone, email or text messages, takes place virtually anywhere.
Of the 46 million iPhone users, most take action right from their lock screen. With this multitude of ways to reach an audience, marketing content has to be “seen,” not just delivered. In today’s world, no matter how strong your content or marketing campaign, customers will never take action unless compelled to do so by an effective CTA.
It’s thus time for marketers to understand how to be seen by creating effective Mobile CTA’s that incite customers to action. Here are 3 tactics that will help you get noticed.
#1 Think beyond what is written
When researching the guidelines for posting to this blog, I found out that the editors prefer when authors include graphics in their written articles. The visuals generate interest and tend to do better driving traffic to the site. Well, guess what? This same concept applies to a mobile CTA. Customers, just like blog audiences, gravitate toward something visually appealing.
With Facebook and Twitter specifically, a picture catches the eye and entices end users to take action, especially while viewing content on their phone. Take for example a CTA from Redbull’s Facebook geared toward Likes; I might even go as far as saying it hits you over the head. While there is some written content included, the eye becomes drawn toward the like button by the arrows inciting action without words.
With SMS, too much text can be confusing. Just because you have 160 characters to use doesn’t mean you need to use them all. If you want to be “seen” think about what will make the most impact with your end user rather than trying to cram tons of information in one message. Often less really is more.
#2 The New Coupon: Passbook
If you’re not already familiar with Apple’s mobile wallet solution, Passbook, now is the time. Be sure to include a one-click download button for a Passbook coupon as an incentive in your CTA is – particularly via outbound email and mobile marketing campaigns.
Why? For starters, everyone loves a coupon. But with Passbook, customers access, view and store a rich media coupon directly on their mobile device. Plus, customers can access coupons from a lock screen and Passbook coupons include functionality for location-targeted messaging, which reminds in-the-neighborhood customers to stop in and shop.
Furthermore, iPhone users are pretty hip, and iOS6 users in particular adopt technology early. Get a Passbook pass out now and start building a mobile list of high value customers while this new media channel is hot and fresh.
One excellent example: Women’s clothing brand Ashley Stewart recently launched a Passbook campaign geared toward driving in-store traffic. Customers received a message with a link to an exclusive pass, which iOS6 users could add directly to their Passbook app. Non-iOS6 could access the coupon from their mobile browser. Ashley Stewart saw over 1,000 passes installed on mobile devices, and a significant bump in in-store traffic.
Two best practices: when incorporating passbook in an email CTA, include the “Add to Passbook” button directly into the body of the email. When sent via mobile device, just provide customers with a shortened link to track activity and provide a quick and seamless way to take action.
#3 Be funny (but not too funny)
It’s no secret that people love funny. With 77% of time spent on a mobile device for entertainment, you’re going to want to provide some humor. However, balance is necessary when deciding to go the comical route as humor can grab both positive and negative attention. Remember, the end goal is to incite action. Too much funny and the user won’t take your brand or CTA seriously. Too little funny and you’re not striking the entertainment chord.
The Red Cross gets it right with a recent CTA to spur donations for hurricane relief. I can just imagine being at a bar, browsing my phone, coming across this CTA, laughing, and then actually texting to the Red Cross on some poor fellow’s phone. Brilliant.
This CTA works because it makes a visual and funny bone impact. It also compels the end user to take action because the result is for a good cause. Additionally, it resonates with the end user. The Red Cross has clearly thought about their audience and catered this CTA to that specific demographic.
When on the forefront of new mediums, get creative with your approach. In order to be seen, be visually striking, use enticing incentives and speak genuinely to a mobile audience. By incorporating these tactics into your mobile CTA’s, you will be sure to get noticed and improve results.
For a compilation of mobile and social CTA’s with commentary, you can visit artofthectacom.
About the Author: Mobile Marketing extraordinaire and graduate of Northeastern University, Liz Sykes has been focusing on the SMB customer. She has worked on campaigns for clients primarily in the restaurant, bar, retail, and service industry.