How To Devise An Effective Launch Strategy That Can Call People To Action?
Marketing is one of the most important pillars on which the success of a brand lies. And speaking of marketing, generating leads and converting them into effective customers who actually buy your product becomes the topmost priority. There again, it calls for an effective launch strategy. In this fast paced digital era, studies reveal that the average attention span on a product is a mere 8 seconds. So, digital marketers face great difficulty in grabbing the attention of potential customers and holding them long enough, so that they actually buy their products.
Here is the point where CTA (call to action) lends a helping hand. Though relatively small, this tool significantly increases the chances of generating and converting leads and revenue. CTA is actually a tool that calls people to action. A good CTA is part of an effective launch strategy. CTAs generally appear as a button or a link, and make the visitor take specific actions.
Given below are some of the best practices that help in making an effective launch strategy with call to action.
An effective launch strategy should have a solid groundwork
A user needs to understand and recognize the need of your product, before completing a call to action. One great way to do this is having infomercials that identify the problem at first and then provide products which solve the problem. Apart from this, there is also a need to communicate the benefits of responding, and explaining what the potential lead gets by completing the call to action. For instance, VoIP service on Skype has the following text immediately above their download button (CTA):
“Make calls from your computer — free to other people on Skype and cheap to phones and mobiles around the world.”
What it does is that it clearly explains downloading Skype would allow users to make calls from their computers. So, the need for laying groundwork for the CTA is quite high.
Offering a little more does help
There are times when you may need to sweeten deals so as to encourage potential leads to complete a CTA. Offering incentives that include discounts or free gifts is a great way to an effective launch strategy. Providing gifts might as well work as a marketing technique in itself. If you give out free gifts that advertise your brand to your potential leads, then it serves the very prospect of marketing quite well.
An effective launch strategy would limit the number of CTAs to a small value
Being focused in your CTAs is of great importance, and too many CTAs overwhelm the user and he might not get converted to an actual lead. Studies show that users tend to buy less when they are presented with loads of varieties. By limiting the number of choices, you will be able to effectively guide potential leads around the site in step-wise manner. The total number of appropriate CTAs might as well vary among various sites. However, keep in mind that the distinctiveness of the CTAs should be well maintained even if the number of actions becomes more.
Wisely use the white space
The positioning of the CTA is a vital point to keep in mind while designing the page. A more important aspect that has to be kept in mind while devising an effective launch strategy is the amount of white space around it. If it’s cluttered up amongst surrounding content, potential leads might miss it completely. The more white space around it, the more isolated the CTA will be from the overall page noise. And this subsequently increases the likelihood of drawing lead attention.
Use unconventional and alternative colors
In simple words, the CTAs should draw the attention of potential leads. So, choosing different, unconventional and alternative colors may prove to be a great idea when the rest of the page has a fairly limited palette of colors. You might as well want to use colors that contrast and snatch attention.
Every page should have a CTA
Limiting the CTA to the homepage might not be as effective as it would be if every page of your site has a CTA. This is important since if the potential lead reaches a dead-end of your site and miss the CTA on the home page, then chances are that they will leave without even responding to your call. The CTA need not need be the same for each page of the site, and using smaller CTAs for each page leading the user to the ultimate goal might be a great idea to invest upon.
An effective launch strategy would have an effectively built call to action, which is the most vital aspect in the development of a successful site. It involves amalgamating the best practices in usability, creative design and copy writing, and using this to boost up the brand marketing, generate greater leads, and propelling the brand upwards through the ladder of success.