Lead conversion can prove a tricky mistress, but inbound software has changed the way marketers interact with their prospective clients. They now reach customers through clever virtual workflows and smart targeting. Specifically, targeted CTAs can help convert the visitors to leads 42% more often than standard CTAs. A good CTA is a part of attraction marketing. Let’s look at how to use targeted CTAs to increase lead conversion.
What is a “Smart” CTA?
Targeted or smart CTAs convert visitors to leads by tailoring the content to a specific user. They’re based on segmented lists and what stage of the customer lifecycle they’re in. Basically, based on the data your lead generation software is provided, a smart CTA changes dynamically enabling your pages and calls-to-action to be more effective and targeted.
Slice Up Your Contacts: Use Segmented Lists
If you’re not already using segmented lists, you may as well be throwing darts at an indiscriminate and undefined dart board. In other words, if your contacts occupy one single list or a small handful, then you’re really not leveraging your lead conversion software to the max.
Start by creating filters that help define your buyer personas. For example, you may want to create a filter to put “C” level managers with 100-300 employees in a 3-state area in a specific list or perhaps you want to simply create a list where follow-up emails can be generated. In either case, making your lists and your leads more specific will definitely increase the effectiveness of targeted CTAs.
Get Personal: Design and Copy
Finally, let’s talk about getting personal with your leads’ CTAs. Not in a weird way, but in a way that can actually close some sales! Smart CTAs have the ability to change the copy on a CTA button or change the design based on the end user.
If you’re selling chocolate candy bars to a potential customer, perhaps you want them to click the “Get a Free Sample Here” CTA at which point they become a lead and potentially a sale. On the other hand, however, your website may be entertaining an existing chocolate buyer who already loves your product. As a result, giving them a sample won’t necessarily get the job done nor further the value of your expertise as a chocolateer.
This is where smart CTAs show their beauty. Instead of offering a sample, a smart CTA would show your existing customer the “There’s S’more to Chocolate” CTA. Here, they can learn about how to use your product to their advantage. While the example may seem silly, the fact of the matter is that both the design and copy can be altered based on the input of your CRM.