- Posted by wainscot
- On March 2, 2012
Calls to action (CTAs) are a must to drive response to your marketing efforts and produce measurable results. How can you make them effective?
CTAs can be used in every type of marketing message. There are a variety of calls to action and they don’t necessarily have to be focused on generating sales.
Some examples of strong calls to action that produce results include:
- Subscribe to an email list
- Become a Facebook fan
- Become a follower on Twitter
- Participate in an online conversation, such as a physician led web discussion
- Purchase a product
- Watch a video
- Schedule an appointment
- Listen to a podcast
- Read a blog
- Visit a website
- Donate money to a cause
- Register for an event or seminar
- Come to a health screening
- Tour new facilities
- List condition-specific questions to ask your doctor
- Upload photos from hospital events
- Offer welcome packets for new residents in your service area
- Offer a free physical for a particular demographic
For hospitals, calls to action are a crucial component in creating strong brand awareness and acquiring new patients. Hospitals can put all their effort into promoting and selling their services but when it comes down to it, people are not going to use a hospital’s services until they absolutely need them. That is why it is so important for hospital marketers to focus on building relationships and brand awareness with the members of the community instead of merely focusing on generating sales. Hospitals can’t sell a service such as surgery like a company that sells consumer products, and this is what differentiates hospital marketing from all other types of marketing.
Here are more tips for strong CTAs:
1. Effective language is important in generating results.
a) Make sure you’re conveying value, and make the offer clear, not just call this number for more information.
b) Use subtle language that doesn’t appear to be ordering people around but is more of an invitation.
2. Differentiate your calls to action from rest of text so they stand out. This will increase their effectiveness. Use color and white space, possibly a different font, to accomplish this.
3. Use multiple CTAs throughout your marketing, but have a small number of distinct actions.
4. Use active words.
5. Include multiple ways to respond, such as phone or website.
6. Make them measurable. By using measurable calls to action you will be able to track the reach, impact and influence of the marketing messages containing calls to action. Almost all of the calls to action listed above are measurable in some way.
Which of your calls to action have seen the most success?