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Thinking about the CTA

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Gives you an idea about the role of the CTA in Inbound Marketing

Gives you an idea about the role of the CTA in Inbound Marketing

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Transcript

  • 1. THINKING ABOUT the CTA Learn all you need to know about the CTAs and the impact in your performance as #INBOUND Passionate Now is your turn… FIND YOUR LIMITS José L. Giráldez Hunter of Customers & Added Value Provider
  • 2. Thank you page
  • 3. CTA A button or image placed on pages with the sole purpose of driving visitors to your landing page
  • 4. Action Oriented  Consitent Keywords  (of Landing Page) Attention Grabbing Appropriate Placement  CTA on every page  Relevant to the content  
  • 5. Why not using a button?
  • 6. Adds sense of “Actionability” Multiple options
  • 7. Product Product Product Service Service. Top of the funnel
  • 8. Mobile Device
  • 9. Mobile Device
  • 10. BOFU CUSTOMERS TOFU BOFU TOFU MOFU BOFU BOFU
  • 11. CTA’s PLACEMENT Homepage • One educational, on the top of your homepage (top of the funnel ) • Another educational CTA elsewhere on your homepage (middle of the funnel ) • A final CTA on your homepage (a marketing qualified offer) • All homepage CTAs should align with and be relevant to your customer personas Blog Articles • Every blog article should include at least one educational CTA (top of the funnel ) • Another CTA either within the article as a text-based CTA or at the end of the article as an image-based CTA. • Place one to three CTAs in the sidebar of your blog (Educational - top of the funnel ) Product / Service Pages • Every product/service page should include two or more CTAs. • One CTA should be educational, placed above the fold (top of the funnel ) • One CTA should be a marketing qualified offer. • If the page is long, repeat these CTAs at intervals throughout the page.
  • 12. On Homepage
  • 13. Homepage
  • 14. Homepage
  • 15. Homepage
  • 16. Homepage
  • 17. Homepage
  • 18. Product
  • 19. Product
  • 20. Service
  • 21. Blog
  • 22. Blog
  • 23. A/B TESTING • Page Placement • Form: • Field Names • Buttons: • Colors • Size • Form • Copy • Headline • Image • Captions on images • Copy & Headline Font Size • Positioning • Type of offer: • Ebook • Consultation • Webinar •…
  • 24. Multivariable Testing
  • 25. Clear Winner: 95% Confidence Score
  • 26. Clear Winner: 16% Increase in Sales Clear Winner: 19% Increase in # of responses
  • 27. José L. Giráldez Hunter of Customers & Added Value provider Athos-world http://es.linkedin.com/pub/jose-l-giraldez/6/a08/0 GiraldezGo +34 916419116 jose-madrid.es@googlemail.com If you quit nobody will care, but you will always know it!! Some of the graphics come from public documents or web sites, and have been used with the sole intention of delivering the messsage There are no commercial purposes behind this document