Sometimes marketing can be a confusing process. How can you tell when a program is working, and when it isn’t working? What do you use as a baseline to measure and determine “success?” How does it all fit together with the sales teams?
I could blabber on about goals, metrics, and collaboration until your eyes roll back in your head, but I’ll spare you the pain. Instead, I’d like to focus on one aspect of marketing: Calls To Action, or CTAs. What are they? In a nutshell, they are the things that you want your customers and prospects to do. For example, if your marketing team develops an email campaign for a free white paper download, the CTA is to get prospects to fill out a request form (which should be on the email or landing page, if it was done correctly), and download the white paper. Now, if prospects fill out the form, does that mean the CTA was fulfilled? Yes.
Is marketing’s job done? Not even close.
That’s usually a first step. If marketing has set things up properly, then there are several other CTAs that take place after the initial outreach. Using our white paper example, additional CTAs might include an email confirmation with another offer, an invitation to attend a webinar, a follow up phone call, an in-person demonstration, etc. The ultimate goal with the CTAs is to drive a prospect to a purchase decision.
Whenever I’ve explained this process to people, I’ve frequently used a frog and a lily pad in an analogy. The frog is the prospect, the lily pad is the CTA, and the shoreline is the sale. Your goal is to get the frog to jump from one lily pad to the next, with the goal of getting to the shoreline. The lily pads have to be in the right order, they have to get the frog closer to the shoreline, and the frog can only stay on the lily pad for so long before it starts to sink. I think you get the point.
“Lily pad” marketing is a fun way to underscore the need to develop marketing campaigns from initial contact all the way to purchase decisions and beyond. If done effectively, you can expect greater revenue opportunities and higher customer loyalty.
You have a lot to work to do… so hop to it.
May 6, 2009 at 3:44 pm