A call-to-action in your marketing (like, getting a visitor to tap a button, engage with a bot, fill out a form etc.) is about more than getting a lead and eventually a sale.
It’s about getting a micro-commitment, a micro buy-in. The psychology behind those is that you’ll more easily agree to someone’s request (like buying an expensive thing equipment) if you first agree to a number of smaller requests (like reading a report, jumping on a call, attending a webinar etc.)
When you’re building out a customer journey,
– make sure you map out micro-commitments that will add up to the great engagement at the end
– make sure you get micro and macro-commitments on your website; in your social media; and you’ll call prospects to action in offline collateral, at conferences, everywhere.
What to keep in mind is that the path of microcommitments is usually (but not always) a gradual process, so you’ll want easy calls to action at the top of the funnel and more demanding CTAs as people move down the funnel.
Eg.: attending a 2-hour webinar is too much to ask from someone who isn’t even problem-aware. They’ll need something faster to consume in the form of a post or short video.
We discussed this, as well as some dating advice in Episode 15 of Electric B2B. Link: https://klearb2b.com/creating-your-companys-brand-narrative-ep-15/
