You may have heard of the concept of"call to action" in marketing. This notion is all the more important in B2B (Business to Business) marketing, where prospects are often more demanding and less inclined to make spontaneous purchasing decisions. In this article, Kiliba tells you all about call-to-action for B2B, its definition, examples and best practices to optimize your marketing strategy.
Defining call to action for B2B
The call to action, or CTA, is a key element of any online marketing strategy. It's a button, link or text prompting the visitor to a website or email to perform a specific action. This action can be :
- Fill out an online form;
- Download an ebook,
- Subscribe to a newsletter ;
- Ask for a quote.
In B2B marketing, the call to action is often used to encourage website visitors to get in touch with the company, request a product demonstration, or download a case study. The call to action is therefore a key element in turning visitors into qualified leads, and leads into customers.
8 examples of B2B call to actions to implement right now
Below, we'll show you several examples of B2B call-to-actions with a relevant description to explain their importance. We'll see how these CTAs can help your online business achieve its marketing objectives and generate quality leads.
1. schedule a telephone consultation
This CTA allows visitors to make an appointment for a telephone consultation with a sales representative. With this call to action, your company has the opportunity to better understand the needs and expectations of its prospects, and offer them tailored solutions. This type of CTA is particularly effective for companies offering complex or highly personalized services.
2. "Download our white paper
A white paper is an informative, detailed document on a specific subject. By offering visitors to download a white paper, your company can position them as experts in their field, while gathering information about your prospects. This type of CTA is particularly well-suited to companies looking to boost their credibility and brand awareness.
3. "Request a free demonstration
This call to action allows visitors to request a free demonstration of a product or service. This allows your company to demonstrate the added value of its offerings, while qualifying interested prospects. This type of CTA is particularly effective for companies offering innovative or complex products or services.
4. "Sign up for our webinar
A webinar is an online event that enables your company to share its expertise on a specific topic. By inviting visitors to register for your webinar, you can reinforce your authority in your field, while gathering information about your prospects. This type of CTA is particularly well suited to companies looking to boost their visibility and credibility.
5. "Subscribe to our newsletter
By inviting visitors to sign up for your newsletter, your company can maintain regular contact with your prospects and customers, while providing them with useful information and exclusive offers. This type of CTA is particularly effective for companies wishing to build audience loyalty and maintain engagement.
6. "Get a free evaluation"
This call to action allows visitors to request a free assessment of their needs or current situation. For your company, this is a real advantage, as you can better understand your prospects' challenges and offer them solutions perfectly tailored to their needs. This type of CTA is particularly effective for companies offering professional services or tailor-made solutions.
7. "Read our customer testimonials
By allowing visitors to discover your customer testimonials, your company strengthens its credibility and reputation, while reassuring prospects about the quality of its services or products. This type of CTA is particularly well-suited to companies wishing to reinforce the trust of their prospects and customers.
8. "Join our loyalty program
This type of CTA allows visitors to join a loyalty program, which offers exclusive benefits to loyal customers. This call to action allows your company to strengthen its relationship with existing customers, while encouraging them to remain loyal to your brand. As such, this call to action is particularly effective for companies wishing to boost their retention rate and customer satisfaction.
In short, the choice of call to action depends on theobjective of your marketing campaign and the expectations of your prospects. By using the right CTAs, your ecommerce can optimize its conversion rate and turn visitors into qualified leads.
Best practices for a click-generating call to action
Now that you're familiar with the different examples of CTAs for B2B, here's a detailed explanation of each practice. By applying these tips, you'll be able to create call-to-actions that encourage visitors to click and generate quality leads for your business.
1. Be clear and precise
The call to action must be clearly identifiable and easily understood. Avoid messages that are ambiguous or can be interpreted differently. Use clear, precise action verbs so visitors know exactly what they need to do. For example,"Download our guide" or"Register now".
2. Creates a sense of urgency
To encourage visitors to act quickly, you can create a sense of urgency. By adding terms like"now" or"last chance", you can give the impression that the offer will no longer be available if visitors don't act quickly.
3. Use contrasting colors
The call to action must stand out from the rest of the page to be easily identifiable. To do this, use a color that contrasts with the other colors on the page. For example, if your page is mainly blue, you can use a red color for the call to action.
4. Place your CTA in a strategic location
The CTA must be strategically placed on the page. In general, the most effective locations are at the top of the page or on the right-hand side of the screen, as this is where visitors tend to look first.
5. Limit the number of CTAs
Too many call-to-actions on the same page can distract visitors and reduce the effectiveness of each one. In general, it's best to limit the number of call-to-actions to one or two per page.
6. Provide clear benefits
Visitors need to clearly understand the benefits they'll get by clicking on the call to action. You can do this by highlighting the benefits of your product or service, or by explaining what visitors will receive if they fill in the form.
For example: "Fill in the form to receive our free white paper and find out how our solution can help your business increase sales by 20%. Don't miss this opportunity to boost your growth!"
In this example, the call to action highlights the clear benefits for visitors. The message is clear and motivating, encouraging visitors to fill in the form to obtain the white paper.
7. Use powerful words
Powerful words can help pique visitors' interest and prompt them to take action. Avoid vague or uninvolving words and instead use strong action verbs such as"download","sign up","discover", etc.
8. Make the CTA easily accessible
The call to action must be easily accessible, especially on mobile, where visitors must be able to click the button easily. Check that the button is large enough to be easily clicked on a touch screen, and that it's well positioned for quick visibility.
By applying these best practices, you'll be able to create effective call-to-actions and generate more quality leads for your business.
The B2B call to action in a nutshell
In conclusion, the call to action is a crucial element of any B2B marketing strategy.
It converts visitors into qualified leads and encourages prospects to take action.
To create effective call-to-actions, it's important to follow certain best practices, such as using clear, inciting language, highlighting benefits and personalizing the message according to the visitor's profile.
At Kiliba, we understand the importance of an effective call to action to generate qualified leads and increase sales. Our B2B marketing services are designed to help companies create impactful marketing campaigns, with call-to-actions that convert.
When you work with us, you benefit from B2B marketing expertise, a personalized approach and a commitment to concrete results. Contact us today to find out more about our services and create call-to-actions that really work. Contact Kiliba, the marketing automation specialist!
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