A call to action (CTA) is the offer made via a button, image, or phrase that lets the reader take that critical next step with you – whatever that step may be.
The CTA’s purpose often is to offer something of value (e.g., a white paper, video, survey, webinar, etc.) in trade for the reader providing their contact information.
That makes CTAs a critical component of lead generation and list-building. You can use CTAs in email, social media, ads, and on your website. In order to create the perfect call to action, you need to know exactly what you want your audience to do.
It doesn’t have to be a hard sell like “buy now,” but it does have to clearly state exactly what your audience should do next. CTAs most often take the form of buttons, banners, images, and text.
Test various placements and colors; testing is the only way to know for sure what your audience will respond to.
Use just one focused CTA per page. You can put it in different forms (text, buttons, images, etc.) and in different locations (top of page, bottom of page), but make sure they are consistent with each other and make the same offer.
Draw Buyers to Landing Pages According to MarketingSherpa, 44% of clicks for B2B companies are directed to a home page rather than a specific landing page.
That’s the result of marketers setting their links up this way, and it’s a huge missed opportunity. The people who click in are probably not interested in your company per se; they’re much more likely to be looking for ways to accomplish a goal or solve a problem.
Help them discover how they can get what they want (with your products or services). Think of your home page as a store entrance. It’s a visual menu of content, which highlights key areas that might interest people most.
It’s a starting point. In the context of search, online ads, or email, the last thing you want to do when someone raises their hand to indicate a specific interest is to direct them to the front door. You want to take them inside, as quickly as possible, and show them the exact shelf and product they need.
Use landing pages to direct them to the exact piece of content that will solve their problem, meet their need, or answer their question. But – how can you make sure that the landing pages to which you’re directing traffic are optimized for converting leads?
You test your landing pages. A/B testing is the preferred method for testing which elements perform the best for landing pages (and emails, too).
You can test layout, headlines, calls to action, buttons, forms, and more. Isolate each variable and test one thing at a time. A/B testing will incrementally improve your results so that you get the maximum conversion rate on your page.
Make contacting your company easy and obvious. Include a phone number; it indicates accessibility and fosters trust.
Visibility is needed to succeed in Google. When a potential buyer looking for your product or service does a search, you want your most relevant web page show up on the search engine results page (SERP).
You need to be on the first page. Only 5% of searchers go on to the second page. And if your SEO strategy is done right you will get to be the first listing on the first page, which typically gets about 33% of the total clicks on the page.
There are several factors that play a role on how to get positioned on first page. Having great content that fulfills the searcher’s intent and expectations. Content that is valuable to the end user. Content that is fresh and updated weekly.
Your entire site needs to be mobile responsive. Every page of your site needs to be optimized for the engines, not just your homepage.
Search engine optimization (SEO) is complicated and there’s much more to it than title tags and description, such as link profiles and schema. Well-chosen keywords used in natural language patterns, bolstered by synonyms and rich semantic context, are important.
Utilizing relevant headings that help guide the reader through the text, and images with alt-text tags needs to be well thought. Your metadata (page title, description, and so on) needs to be the right length and say the right things.
All these factors along many more can help you compete in the SERP rankings. If this sounds too much to learn, keeping a professional on staff, or consulting experienced SEO expert or a consultant, will potentially get you positioned on first page in SERP.
This is perhaps the most compelling– and obvious– reason to start marketing your business online. Marketers have always tried to reach potential customers where they live, where they work, where they shop, where they get information, and where they entertain themselves. A growing number of people are using the internet to meet all of these needs.
About 3 billion around the world have Internet access, and although not all of them are potential customers for your business, there’s a good chance that some of them are. In a study of American Internet users, 80% of respondents said that they use the internet to research products or services they might want to purchase, and 58% said they ‘d made at least one purchase online in the previous year.
As internet usage has grown, so has internet commerce. In fact, online sales for 2017 in the United States alone are projected to hit $440.4 billion. It’s clear that consumers are spending money online, and Internet marketing is the only way to get your business on their radar.
As a business owner, you know that getting your business’s name in front of potential customers can be costly. And while Internet marketing doesn’t come without its price tag, the advanced targeting options make it easier to only advertise to the people who might actually be interested in your business. This means you waste less money on marketing to people who are unlikely to ever respond.
Internet marketing has a higher ROI than traditional methods. If you choose to invest money in internet marketing, you can be sure that it will be worth it as your marketing budget can take you much farther online.
Social media is not the “new thing” anymore, but it is one of the newest digital strategies. It is rapidly growing to be one of the most popular strategies since recent changes have made it possible to track ROI and engagement.
The most popular or well known social sites include Facebook, LinkedIn, Twitter, Google+, Pinterest and YouTube. The way social media contributes to a digital marketing campaign is that it offers an open platform. This allows audiences to engage with the company or brand. Companies are able to monitor followers on a regular, even daily basis while also keeping them up on the latest news or releases in their business.
When you’re posting on social media, remember that 80% of your posts should be adding value and brand building, in other words, not promoting your product or service, but helping, providing value. The remaining 20% of your posts, however, can be self-serving, endorsing products or upcoming events.
As a brand, you should share news and ideas, even if they aren’t yours. The idea is to educate, inform, and “delight.”
Engaging in conversation, shows that you’re not just a cold organization disconnected from their buyers; it shows you are listening, understand, and care about their concerns on a human level.
Most traditional marketing methods, like print ads, direct mail, and billboards, simply involve getting your business’s marketing messages in front of consumers’ eyes. They present a campaign or special, and encourage the consumer to take an action like coming into a physical store location.
This can certainly be effective, especially if a sale is particularly enticing, but is limited by its one way nature. What if a reader is confused? What if they want more details?
This two-way communication potentially strengthens relationships with your customers. Instead of seeing your business as simply trying to sell them things, they will start to see it as a valuable source of information. Building these relationships increases the likelihood that they will return, and possibly even become regular customers, and may even make purchases online.
Communication can be done on your main site, but social media also presents a simple solution. Creating a dedicated social team that responds to reviews, both good and the bad, answers questions, and keeps followers up to date can require a bit of effort, but can go a long way in building customer relationships.
Some businesses operate 24 hours a day, but most marketing teams don’t.
How much would you have to pay someone to promote your company all day and night, including weekends and holidays?
Could you keep a marketing rep on the clock all the time to promote your products and services? When that marketing rep is your website, the answer is absolutely. Some businesses operate 24 hours a day, but most marketing teams don’t. Could you keep a marketing rep on the clock all the time to promote your products and services?
Your customers have different work, sleep, and social schedules. It’s not possible to reach all of them at the same time using traditional marketing tactics. You need something that’s always running and can be there when they need it.
Websites, social media pages, and blogs accomplish this task. They’re always available, they can always take your message, and potential customers don’t have to wait until business hours to learn more about your business.|It’s not possible to reach all of them at the same time using traditional marketing tactics.
All the different tools that are used to make a digital marketing campaign work are futile attempts if there is no way to track the efforts to find out what is and what is not working. There are presently several different analytics programs which can offer extensive details into how a website is performing. This lets webmasters, business personnel or SEO specialists focus on any of the metrics. This is an essential part of a digital marketing campaign and without it there really is no solid way of gauging the success of the campaign.
These are just a few of the tools that are available to build a successful digital marketing campaign. Each business and website is different and every campaign must also be uniquely designed to reach a specific target audience with the business’ message. Digital marketing can really work and is beneficial for today’s growing businesses.
The sole purpose of effective online marketing is to utilize a strategy that has the lowest possible cost and risk investment, in order to maximize sales potential and receive a high return on investment (profit).
It’s pretty clear why marketing online is so important. One reason is because you can generate higher revenues at lower costs at any time of day or night. There are many other reasons that online marketing is valuable, but in today’s technological age, it is an absolute necessity.
Consumers respond less favorably to traditional marketing than ever before, so you need a combination of engagement, education, and selling to reach them. Only online marketing provides that. Even Nike and other big players have taken their TV commercials off air and transferred their ad spending to social media advertising.
It’s clear that consumers are spending money online, and online marketing is the only way to get your business on their radar.
And while Internet marketing doesn’t come without its price tag, the advanced targeting options make it easier to only advertise to the people who might actually be interested in your business.
People perform more than 100 billion Internet searches each month. Over 82% of all product research begins with a web search.
Today’s buyer is virtually independent and has access to unlimited information. They have the power to find and discover products and services at their own pace, and direct their own paths to purchase. Often times this is mostly done online.
It’s a great opportunity for you to understand what customers are looking for online through search, and tune your website to gather the buyer intelligence that lays the groundwork for engagement.
The better you know your buyer, the better you can shape your site to serve up targeted messages and tailored offers that will invite anonymous website visitors to become known prospects: In other words, you can leverage your website to generate leads.
In the past, the average corporate website functioned rather like a cross between a billboard and a catalog. It informed customers about a brand, showcased products or services, and met corporate objectives. These initiatives are now tied to a larger picture: an overall brand experience that has to fulfill the needs of different types of buyers at varying stages in the buying journey.
Regardless of how you reach out to potential buyers, the truly interested will come to your website to identify themselves and interact with you and your content.
This engagement delivers essential actionable intelligence that you can use to tailor how you market to different segments of prospects. You don’t want to miss out because your website isn’t set up to capture and respond to that information.
It’s time to put your website to work and start attracting potential buyers. Contact us now and let’s turn your website to a lead spitting machine.
“Content marketing” isn’t a trend. The term is new, but the practice is old. The basic premise of using content to win and keep customers has not changed.
Quality content makes your website more powerful. Whether people find you by searching specifically for your brand or searching more generally for a solution to a problem, the content on your website determines much of how they perceive your company and your product or service. In the best case, it also encourages their engagement and interaction with you.
If you want to boost your web presence and achieve online success, combining your SEO and content marketing strategies is a must.
Simply producing whatever type of content and performing fragmented SEO tactics won’t work. Companies of all sizes – from SMBs to large enterprises – need a cohesive approach to rise above a sea of online noise.
Yet, there is often a disconnect at companies when it comes to these two disciplines. Some SEO and content programs are in conflict when, in fact, they should work together.
We find the solutions to this challenge at Astute Marketing and Consulting. We align SEO and content teams to ensure maximum impact.
The cost of SEO services varies depending on what is included. At Astute Marketing and Consulting, we are 100% transparent about our costs and what is included in our SEO services.
When you partner with us, you get:
To learn more, contact us here or give us a call now (239) 284-2340
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What goes into a blog post? Helpful, industry-specific content that: 1) gives readers a useful takeaway, and 2) shows you’re an industry expert.
Use your company’s blog posts to opine on current industry topics, humanize your company, and show how your products and services can help people.