How to Make Great Calls-to-Action by Mapping the Buyer’s Journey (Part 3)
If it’s well placed and well thought out, a call-to-action (CTA) can be the difference between gaining a customer and losing them. Remember from our first blog on this topic, a CTA is anytime you want your prospect to do something, for example to click on a button or link. CTAs can, and should, show up in different places, and they should vary based on what you’d like your visitor to do next. This doesn’t just relate to your website; it includes social media, blogs, and emails–anywhere you are engaging with users and want them to do something.
The call-to-action depends heavily on where your buyer is in their process, and you shouldn’t jump ahead before they’re ready to take the next step. For example, you wouldn’t want to ask your prospect to lease today in a Facebook post. They don’t know anything about you at this point. You must first show them you’re worth looking into before throwing out your offer.
It’s helpful to take the time to map your buyer’s journey so you know where they are in your process and at what point you should move forward with certain CTAs. Once you do this, you’ll be in a better position to show them where to go and more likely to get them there.
In previous posts, we’ve mapped some example buyer journeys for a senior living community and an apartment complex. This week, we’re putting a sample together for renting a storage unit. Each stage includes an appropriate call-to-action and will help you picture what this might look like for your business.
This buyer journey, like the others, begins with a search. Our sample buyer is a 20-year-old male undergrad who has a tendency to leave tasks to the last minute. He’s looking for a storage unit for the summer because he’s going back home to live with his parents until the fall when he’ll be moving into a new apartment.
He starts by taking out his phone, opening Google, and typing in “storage units near me.” He’s looking for something easy to book and transportation for moving his stuff because he doesn’t have a car. He might ask his friends for recommendations, but he’s going to rely heavily on what he finds in his search.
At this point, you’re hoping your website is the first to pop up in the search results, that he’ll click through to your site, see your offer and boom, done deal. Although this process can move quickly, there is still work that needs to be done to convince him you’re the best choice.
From his search, he may be led to your Facebook page rather than straight to your website. This is a great place to add your first CTA and entice him to investigate further. If your business offers free move-in trucks, your Facebook post could read: “Summer is almost here. Store your stuff worry-free until fall. With our free moving trucks, it’s easy to get there, get done and enjoy your summer activities.” This kind of CTA will grab his attention as he wants this entire process to be easy and painless.
2) Visit Website
If your CTA strikes a chord, he’ll check out your website and what you offer. Now that he’s there, let’s say he wants to know three things: What sizes are available? What is the price? Are there free trucks? The prominent call-to-action should appear above-the-fold on your website and feature clear directions to these pieces of information.
In other words, your website should be clean and the information he’s looking for should pop. For example, you might include a photo of one of your moving trucks outside a storage unit, accompanied by copy that reads: “Low prices and a selection of sizes with free transportation.” Under that, a button asks him to click for a list of available units and prices. That’s the next place he wants to go.
3) Research Further
He’s collected information from your website and is interested in knowing whether or not you follow through with what you say. At this point, he does some comparison shopping, seeking reviews on Google, Yelp and other social platforms. This is why it’s so important to ask your customers to write reviews for your business.
So he is on Google, reading through your reviews and researching other storage facilities and what they have to offer. When he makes the decision to go with your services, your Google review page should include a link to your website with copy that reads “Visit Website.” In this case, that would be your CTA–clear, direct, and in the right spot at the right time.
4) Rent a Unit
Once your visitor has made it back to the page on your website that shows him your unit sizes and pricing, he’s decided that he would like to lease right now and get it done. This is where you would say “Lease a Unit Today” and have your phone number for any follow-up questions, as well as an easy-to-use form so he can follow through on the spot with no worries.
There’s a strong chance he’s doing all of this on his phone, so a responsive website is key, optimized for easy use on mobile devices. G5 Uber Leasing™ will make this process seamless for him as he books the unit in two clicks.
Your buyer’s journey is not quite over yet. Once your prospect has turned into a customer, you’ll want to send him a confirmation email with their renting details and your contact information. After he moves in, send another email that asks if he is willing to write a review. This is how you end up with great testimonials about your business for future prospects.
Making great calls-to-action is just the first step toward achieving your marketing goals; download this white paper on 20 important things to consider when building your digital marketing strategy.