With any online campaign, the ideal scene to create is a flow of people moving from the first step to the next step and on, until they get to the end.
A successful campaign involves …
- Getting noticed by people. To get noticed you need to show them something that interests them, either in an email or an ad.
- Big exposure : show the ad to a LOT of people; send the email to a lot.
- People clicking on the ad or a link. You need them to go to a page that has an offer. It can be on a page on a business website, a directory listing, Facebook or Linked In page etc.
- Having people take up the offer and provide their contact details, buy something, share the page or whatever it is you'd like them to do.
But there are 3 fails I see a lot …
- There are too many different calls-to-action.
- There's no follow through.
- There's a risk involved.
Too many calls to action
Getting people to move in a particular direction involves removing the distractions – additional links to click on, other messages and calls-to-action than the main one.
Example 1: An Adwords ad sends people to the Home page of a website. A Home page is nearly always a compilation of all the services or products of a company, and full of links that take people to other pages. It doesn’t ask people to take the next step in a specific campaign.
Example 2: A newsletter email is sent out to a company’s email list and it has sections, each one about different things for the customer to do and no main special or deal.
An online campaign needs to have a goal and move people along towards the goal.
Example: An email sends people to a page to get something. They get it and go to a thank you page and that’s it. There are no additional offers or follow-up emails. If they download something, there’s no next step after that.
There’s a risk
People don’t like taking risks.
If someone’s known you for a a while, you can usually ask them to do things, give you info, pay money etc. without too much trouble. Even so, reducing the risk will get you more sales.
But with people who don’t know you, if you ask them for too much information up-front, they leave fast. So don’t send new people to a form asking for name, email, phone, address, message etc, because you’ll lose most of them right there. I only ask for an email address.
If they’re spending money, there needs to be a guarantee that they can get it back if something goes wrong, or that they’re not committed and can pull out of something later.
So what do you do ?
You need to plan out your campaign ( preferably as a flowchart ) like this …
Then put everything in place and test that it works before sending out the email or running the ad !
Here’s a checklist that walks you though it step-by-step …