Creating Urgency through Compelling Content

A critical component of email marketing and web optimization, the "call to action" creates urgency by inviting prospective clients to engage with your content based offering. Unlike consumer marketing which asks readers to “buy now” or ”sign up today,” successful BtoB calls to action are usually centered around a “download now” or “click here to access your copy.”

At Demand Creation Specialists, we work with our marketing partners to develop compelling calls to action and then build campaigns around a series of relevant offers.  We also apply best practices to make sure that the call to action offer is prominently placed within each message. Where applicable, we also create urgency by extending special offers which expire within a set period or attaching a special report for prospects who register for a webinar.

Here are of some of the compelling calls to action campaigns and tactics we used at DCD to help our customers engage their target accounts:
  • • Invitation to Join a Community—By building industry networks and groups and inviting top prospects to join, we have established our clients as thought leaders in their space and created immediate engagement and dialog with key executives.
  • • Extending Free Trials or Services—In the current economic climate, all buyer’s are looking to minimize their risk. By providing controlled environments to demo a solution or capitalize on a company’s services, prospects accelerate through the buying process much quicker.
  • • Managing Frequency—Repetition is often required in order to get a prospect to take action. We work with our clients to make sure the “call to action” offer is repeated often and the value is made clear to all potential targets.
  • • Creating A Message Map—By clarifying the benefits and value of the offer, such as 5 Key Takeaways or a What You’ll Learn box, our clients are seeing dramatic improvements in their click through rates and downloads. We not only make the call to action easily visible, but also spell out the compelling benefits for readers.
 
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