Integrate appropriateCall to Actionseverywherefor social, for email, for ...
So what is appropriate?Ask yourself• When a person is at this place, what is that person most likely to want to do?• How can I help the person achieve what the person is likely to want to do?• Which alternatives can I offer the person?• What do I need to do in order to get the person to where I want the person to go next?
Earned media: What will make youraudience talk about you?(c) Michael Leander Nielsen, 14
Are you using your main navigation to getvisitors to do what you want them to do?
-> Link opens messagein social network-> Default text to share-> Track # of shares-> Track # of conversions
Respond by sharing• Example here• Give your newsletter incentive in return for a share• Let people register for contests in return for a share• Use the Walk in The Park technique
Widgets, plugins and badgesEngage your website and blogvisitors > attract more FacebooklikesFacebook social plugins:http://developers.facebook.com/docs/plugins/Facebook badges:http://www.facebook.com/badges/
Get fans to join via SMS/textPerfect for ...• Live events• Advertisements inTV, Radio, Outdoor• Maybe even on yourBusinesscard?• Or at POS (Point of Sale?)
Think hard before you phrase your call to actions !
Advertise on in social media andsocial networksWant to get a glimpse of Facebook advertisement
The journey starts off site –make it effectiveBanner
The same goes for the copy in your social media messagesAbout EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
Pharma marketing article is here http://ht.ly/1f3IoZ
Integrate call to actions on all pages 15% 85% Which produced more sign-ups – the banner or the text link?
Learn more about this topicMichael Leander is an internationalmarketing speaker. He has spoken in 35+countries and at countless webinars..Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comEmail: firstname.lastname@example.org
How?• Exclusivity: allow access to certain customer groups only• On Facebook implement application that will allow login only if person has customer number / password• Use closed communities with manual selection on blog, on social networks• Be creative and stay true to your customer loyalty management strategy