Having a call to action is not enough, and I’m sure you’ve all heard that sanctimonious term one or two times in your life. Calls to Action that fulfill your Static Marketing potential create CTAs in every possible area, to the point where creating additional CTAs creates diminishing returns/impairs user experience.
For blogs, I point them continuously towards Neil Patel’s post on how he increased his RSS feed count by 243%. This is because Neil’s post details many additional ways – past a Facebook like button and a Twitter reweet button – that one can create additional force multipliers for their business and/or blog. Many of his tips are below. gjstatic I have also included every additional post-event CTA I can think of that you should implement.
Offer a free whitepaper and/or plugin in exchange for an e-mail address, which you then automatically add to an e-mail newsletter. By creating a piece of content that has an e-mail barrier wall to access, you gain an additional, constantly increasing market to push your content to in the future.
Create an aesthetically-grabbing RSS or e-mail newsletter CTA at the end of every post. Neil’s “unveiling” of the RSS feed is impossible to miss, and difficult to ignore. As such, it has boosted his RSS feed count considerably.
Use a pop-up to distribute the whitepaper and grab more RSS or e-mail newsletter subscribers. This can be annoying to some, but if you make the pop-up aesthetically pleasing (with clearly strong content behind it), it is unlikely to create bounces – especially if you design it to appear only once. This will be another way to pick up subscribers. This isn’t as valuable for businesses who may fear that applying this may be disingenuous and disable the trust of their users – in example, I feel as though it wouldn’t “fit” here at SEOMoz, and might turn a blog that seems like it only cares about helping us into something that only cares about taking our money. Make sure this content is “evergreen” – meaning that it will have use until your business dies, and isn’t time sensitive – or it isn’t static marketing in the truest sense of the word – because it will require you update it in the future.
Create social buttons. Retweet and Facebook Like buttons are the givens, and if you don’t have those implemented, you might want to invest in a marketing 101 course. However, I also extremely recommend a Stumbleupon button – but done right. I absolutely love the way SEOMoz does this below, and will be implementing it myself as soon as possible. Remember, this is to a point of diminishing returns – having the ultimate list of 500 social networks will do a pretty good job of getting you submitted to none – so get a designer to implement an important three or four that are important to your market in a minimalistic, but effective, fashion.
In purchase confirmation e-mails, create social account and product review CTAs. For businesses, after someone has bought a product, you’d be crazy not to immediately point them to review your business, like you on Facebook, follow you on Twitter, and/or link to you in your e-mail confirmation. Rand detailed this in one of his headsmacking tips on SEOMoz – and it’s an often-wasted CTA event.
For offline businesses, have prominent Twitter and Facebook logos in areas with a large amount of foot-traffic at your physical storefronts. Run a bar? Why isn’t there a prominent “like us on Facebook!” image somewhere near the beers on tap? Run a retail store? When someone is signing a receipt or entering their pin, why not have a “Follow us on Twitter!” CTA on that armrest? Not only will it have a high likliehood of being noticed, it will also get noticed closest to the exit, and thus closer to the point where they can act on the CTA and follow or like you on Facebook. Neither of these force multiplier examples are invasive, but they both are very effective in creating a snowball effect for your content efforts.
On Facebook accounts, create a landing page with a strong CTA. There’s plenty of posts on creating a Facebook landing page to increase the amount of likes your apge gets – but again, an aesthetically pleasing (and brand identifiable) landing page can skyrocket the number of likes you receive.
Maximize CTAs and brand impressions in your e-mail signature. Every e-mail signature should have the address to your Twitter account, and at least one other address, whether it be your Facebook page, actual website, or LinkedIn account. Include your position at your business with the name of the business included – sapping out every bit of brand impression possible.
Use your Twitter bio to maximize followers. Dan Zarrella did a study on which Twitter bios were most followed – official, founder, speaker, expert, guru and author were the most followed, in that order. If any of these describe you, include them in your bio. People will follow you more often. I love what Wil Reynolds of SEER Interactive does – he includes “founder” in his bio, and his picture is actually of him speaking. As far as respect and follow-inducing profile pictures go, a picture of you speaking, if possible, has to be at the top of the mountain.
Have a physical address? Put a prominent logo on the building! Headsmacking, I know. If you have a business, even a cubefarm, your logo should be prominently placed on the exterior. Grab that mindshare opportunity and run with it.