Anyone in sales and marketing knows that people don’t want to be sold to. Consumers appreciate having the time and space to learn about products and services, to research their options, and not feel pressured into a decision that is potentially wrong for them.
Too often, marketers force the customer’s hand by limiting choices, particularly on websites. The site visitor’s options are usually to become an inbound lead by calling or filling out a contact form, or to leave the site. The only calls to action are to start the sales process. Savvy consumers are reluctant to share their information if they aren’t ready to take the next step in the buying process.
An easy solution to this challenge is to have multiple calls to action – steps the website visitor can take that let them become more engaged with your products or services without making the commitment of sharing their contact information or making a phone call. Examples include invitations to:
- Download a product or service comparison guide (without giving their email address)
- Follow the company on one or more social media channels (more than an icon and link)
- Subscribe to a newsletter
- Receive a discount code
- Take an online assessment or quiz
- Access product manuals or guides
- Access a learning library
- Download an app
These are just a few ideas – there are sure to be other options that fit your business or industry and will resonate with your target audience. The goal is to provide value to the consumer as they work through the buying process and begin building brand loyalty and awareness.
Take a look at your marketing efforts – there may be opportunities to add additional calls to action that are comfortable and valuable to your potential customers and provide one more way for you to stand out from the competition.
