When looking to create a successful lead-generating B2B campaign, it’s essential that your landing page call-to-action (CTA) is engaging. As the digital landscape becomes increasingly competitive, it’s important to move away from the typical “get in touch to find out more” and think differently to drive interest.
Your CTA will depend very much on the type of business you are trying to reach. For example, higher-value products with a longer buying cycle should have CTAs which are less committal.
What types of CTAs can I use?
Downloads are present on many B2B websites to incentivize potential customers to find out more about what’s on offer. Popular types of landing page downloads are whitepapers and infographics.
The main debate surrounding the use of landing page downloads is gated vs. ungated. Gated downloads allow you to gain valuable client data, but the key is to make sure that you offer something of value in exchange for their precious contact information. However, if you’re just looking to establish brand awareness, ungated downloads may be preferable because they are more likely to be downloaded. Just make sure they’re branded!
Live Demos and Webinars
Webinars are preferred by a majority of B2B customers because they offer valuable (and hopefully interesting) content in real time with the opportunity for questions, great for mid-funnel consumers who aren’t ready to speak to someone but have already done some research. Webinars tend to be more personable as they create an emotional connection with your brand and are more easily digestible than a long report.
Emotional Copy (Storytelling)
In the B2C world emotive advertising is big business, especially when looking at the charity sector, which is well known for empathy marketing tactics. However, this can also work when targeting B2B customers. In fact, evidence suggests that B2B customers are more likely to make a purchase if they feel connected to your company’s brand. Spinning your sales pitch into a story pulls your audience in and lets them get a visceral feeling for what you are selling.
Most companies offering service-based products tend to offer a free trial. This is great because people are faced with so much choice these days. A free trial lets them try out your product without a cash commitment (and everyone’s scared of commitment these days).
If you’re offering a free trial, it’s important to believe in the value of what you are offering. The whole idea behind the free trial is that the customer will be blown away by the trial and happily commit to the purchase.
Keep in mind, 20 percent of trial users never end up converting. Also, tread carefully when asking for card details (even though you’re not taking any actual money) because this will reduce the number of sign-ups by 10 percent to 20 percent. Here’s the catch-22: the free-to-paid conversion rate hits 50 percent when you ask for details, compared to 15 percent when you don’t.
A (Limited) Promo Code
Using a limited time offer as a CTA is like playing psychological mind games with your visitors. This psychological tactic is leveraging the principle of “scarcity.” This causes someone to assign more value to things that they believe are scarce (like a time-sensitive lower price offer), meaning they are more likely to make a purchase before the price goes up.
This is usually a good approach for higher value services where a lower price won’t impact profit too much. But make sure the promo code is generous enough – no one cares about a 5 percent discount.
This is a simple one, just ask for an e-mail and give people a reason to subscribe. Will they get tips and tricks? Exclusive promo codes? This depends on your industry, but aiming to gather subscriptions will help you get into your prospects inboxes where you will be free to send them product or service buying incentives and information.
So how do I pick what’s right for what I’m selling?
That said, it’s important to not include too many CTAs and overwhelm your potential customer. Everyone likes choice, but no one likes too much choice. A good way to think about this is to consider how far down the consumer journey funnel someone landing on your page is likely to be. Put yourself in their shoes and think about what will make them more likely to move forward.
At the end of the day, landing page CTAs are all about understanding the way your audience thinks. Choosing the right CTA can depend on a lot of factors such as assets available and product value. Figure this out and you’ll be drowning in leads.