Have you ever heard a radio host or podcaster say something like “And if you want to get all the links to the things we just talked about visit blah blah dot com slash blah blah”?
Exactly, we all have all heard a call-to-action advising us to go visit a certain web page or take a specific action…but there is a problem with this tactic today…
We don’t do it.
It’s not because we don’t have good intentions but we’re rarely in a position to take action…at least that kind of action.
Having been involved in mobile marketing since 2005, I’ve worked with a lot of brands and even shopping centers that have leveraged radio to promote an upcoming program.
Audio Is Mobile
Knowing that most radio listeners (and now podcasters) listen while on the go, creating a mobile-friendly call-to-action is extremely important.
65% of all podcasts are listened to on a smart phone. Tweet this.
A mobile-friendly call-to-action is one that a listener can take from anywhere.
Understanding that most of us never leave home without our mobile device and are rarely further than three feet from it—it has become a vehicle to interact with listeners everywhere and anywhere.
As marketers, we can now connect and engage our audience wherever they are with the right call-to-action. A mobile-friendly one…
How To Create A Perfect Mobile Call-To-Action
Before I break down the elements of a perfect call-to-action I’d like you to listen to one.
Tim hosts the LeadPages podcast called ConversionCast and I’ve recently helped them implement a way to generate registrants for their free webinars by having listeners text in from their mobile device.
We’ll break down what Tim does in a second.
Click play and listen.
Here are the key elements to a perfect call-to-action:
1.Speak the SMS CTA slowly: You can hear how Tim slows down his pace to share the call-to-action, “Text LEADPAGES to 38470”. You have to remember that people may not be holding their phone in that moment so speaking slowly allows for listeners to process and memorize what they need to do.
2. Repeat the SMS CTA more than once: Tim does a great job of mentioning the CTA multiple times. This allows listeners to process the keyword they need to text as well as the short code they are texting to. In this case it’s LEADPAGES to the number 38470.
3. Understand the listeners context: Tim knows that most people listen from their phone so he accommodates for that in his CTA by saying “grab your phone….I’ll wait…” and he even pauses for a minute. This is a great tactic to engage listeners and give them the time they need to take action. Additionally, if people were zoning out, the moment of silence will re-engage those listeners that may have faded out for the moment while you’re telling them what to do.
4. Spell your keyword out: Many people probably think LEADPAGES would be two words but as you listen to Tim, he really stresses that the word you need to text “LEADPAGES” as one word. He even goes as far as spelling it out for the listeners.
5. Speak your short code one number at a time: Most SMS providers that you’ll work with won’t have sexy sounding short codes like 247365 (that was what we had at Cabela’s). Speaking your short code one number at a time, again slows down the pace of your CTA and makes it easier for your listener to remember. “3-8-4-7-0” is a lot better than saying “38-470” or “384-70”.
6. Add your personality and make it fun: Notice how Tim carries us through the CTA in his normal tone. He doesn’t shift his voice or change his style just because he’s directing his listeners to take action.
7. Start and End with your CTA: As you can tell from the sample above, Tim told you exactly what you can expect from the episode but quickly shared his CTA before continuing on. He continued to deliver amazing content and as you can see below, the last message he leaves with his listeners is his CTA. By delivering your CTA at the beginning and end he’s able to lead and close with the ONE thing he wants his audience to take.
8. Deliver a CTA that lands: Knowing your audience is critical because it allows you to offer extended value to your listeners which is exactly what Tim delivers in this CTA. He does a great job selling his free webinar to his audience making it something that anyone listening could be interested in. He also creates urgency and scarcity due to limited seating. Two things that make his CTA convert that much better.
If you’re curious how this call-to-action is working for Tim and LeadPages, it’s working great BUT it’s only been 5 weeks so I’ll be delivering a more comprehensive case study after we have some more numbers to make things a bit more statistically significant.
I interviewed Tim on the initial results and strategies he’s used as a bonus for members that join Convert From Anywhere launching next week.
Want To Add A Call-To-Action like Tim?
I previously wrote a post showing you the step-by-step process to setup your SMS call-to-action right here. But if you to go to the next level and use SMS to register listeners to webinars while building your email list, you’re in luck. Next week I’m opening the doors to Convert From Anywhere which will show you step-by-step, how to:
- Build your email list with SMS text messaging
- Increase your webinar show up rates by up to 35%
- Use text messages to drive foot traffic and sales
- How to build a mobile database that you can communicate within minutes
I’ll be sharing the exact systems top entrepreneurs like John Lee Dumas and Amy Porterfield use for their businesses to get the most out of SMS text messaging. If you want to be the first to hear about this new training be sure to sign up below.
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