Why you need to make your Call to action more clear in your marketing.

Why do we always want a clear CTA (call to action) on content, marketing, and sales materials?

It acts as a filter. Almost like a little diagnostic tool for us to separate the "general interest" from the "buyers."

When we create content, regardless whether it is for a platform or our own material (sales and marketing), we inevitably will have a lot of general interest people who see our content who are not our intended Ideal Customer Profile (ICP), especially with social posting and content marketing.

That is cool; not all of our viewers are customers or potential clients.

First, what we want to do is create content to address our ICP directly. We create the headlines specifically for them first.

So that we know that out of all viewers, that ICP will be interested, we use very specific language for this, like: "See how you can reduce regulatory roadblocks in the HealthTech industry."

We give them content, and in this, we want to have an action that directly leads them to us. This can be a call, a demo, a form, quiz, or webinar.

In B2B, you will potentially move faster towards personal contact, whereas in a B2C field, you would probably work with a valuable giveaway so that they either consider working with you or have something of value that nourishes their view towards your product down the line.

We are constantly testing this as well, and you learn quite a lot if you don’t just mindlessly "spray and pray" in marketing. Want a Data-Driven Qualification.

It might be a detail in a daily growth hustle. But having a lukewarm CTA where people do not know what to do next or what happens now will 100% kill your conversion rate.

And the obligatory dinopreneur: