Brand Awareness v Lead Generation
As Pub Doctors is a new strand of Catalyst Coaches for me, I have been very focused on brand awareness. Which is very important, but brand awareness does not necessarily lead to new business in the way that lead generation strategies can. However, as I have just launched a new web-shop – www.pubdoctors.org/shop I need more than brand awareness to sell my products.
So, when it comes to marketing, it’s important to understand the distinction between brand awareness and lead generation. Brand awareness is all about getting your business in front of as many people as possible, building familiarity and recognition. Lead generation, on the other hand, focuses on converting that awareness into actionable interest—whether that’s collecting contact details, booking a consultation, or making a sale.
Calls to Action and Lead Magnets
Effective lead generation often relies on lead magnets, such as free guides, webinars, or discounts, which entice potential customers to take the next step. This is where Calls to Action (CTAs) come in. A well-crafted CTA acts as a bridge, guiding your audience from casual interest to tangible action. Whether you’re driving traffic to your site, encouraging email sign-ups, or promoting product sales, CTAs are essential tools to convert visitors into leads and, ultimately, paying customers.
Top Ten Calls to Actions
I have been thinking about CTAs and what the best ones to use could be. This is the list (with a bit of help from ChatGPT) that I came up with: –
- “Get Started Now”
This simple, no-frills CTA invites customers to jump right into the experience. It’s ideal for SMEs offering services or products, signalling that the process is quick and easy.
Example: “Get started now with our free trial and see how easy managing your finances can be!”
- “Book a Free Consultation”
Perfect for service-based businesses like coaching, this CTA gives potential clients the opportunity to connect personally. Offering something free helps reduce the fear of commitment while building trust.
Example: “Book a free consultation and discover how we can transform your business together.”
- “Download Your Free Guide”
People love getting something for free and offering a downloadable resource positions your business as helpful and informative. This CTA works well to grow email lists and provide value before a sale.
Example: “Download our free guide on effective social media strategies for small businesses.”
- “Claim Your Discount”
Everybody loves a good deal. By offering a discount, you’re creating a sense of urgency and value that encourages people to act sooner rather than later.
Example: “Claim your 20% discount today and get the tools you need to grow your business.”
- “Join Our Community”
Creating a sense of belonging is powerful. This CTA is great for SMEs looking to build a loyal customer base or a subscription service.
Example: “Join our community of like-minded entrepreneurs and get exclusive access to resources.”
- “Shop the Collection”
For retail or eCommerce SMEs, this CTA creates curiosity and drives traffic directly to your products, guiding visitors toward the purchase journey.
Example: “Shop the collection and find your new favourite style.”
- “Sign Up for Our Newsletter”
Building an email list is crucial for SMEs to keep prospects engaged over time. Offering updates, tips, and exclusive offers through a newsletter keeps your business top-of-mind.
Example: “Sign up for our newsletter and be the first to know about new products and special promotions.”
- “Learn More”
If your potential customers need more information before making a decision, this CTA encourages them to explore further without feeling rushed. It’s non-committal and educational.
Example: “Learn more about our services and how we can help you scale your business.”
- “Try for Free”
This CTA eliminates risk and invites potential customers to experience your product without any strings attached. It’s perfect for software companies, subscription services, or anything that benefits from a hands-on trial.
Example: “Try our platform for free—no credit card required.”
- “Get in Touch”
When your business thrives on direct relationships, encouraging customers to contact you personally can be powerful. It makes your SME feel approachable and customer centred.
Example: “Got questions? Get in touch with us today—we’re here to help.”
How to Choose the Right Calls to Action
Choosing the right CTA depends on your business type, your target audience, and the action you want your visitors to take. Here are a few tips to help guide your decision:
- Know your audience: A CTA that works for an eCommerce business might not work for a consultancy. Tailor your message to your audience’s needs and behaviours.
- Keep it clear and direct: Your CTA should leave no doubt about what the next step is.
- Create urgency where appropriate: Phrases like “today,” “now,” or “limited time” can motivate quick action.
- Offer value: Make it worth their while by giving something in return—whether it’s information, a freebie, or a discount.
Conclusion
CTAs are the gateway to conversion. Whether you’re building an email list, offering a free consultation, or driving product sales, the right CTA can significantly impact your SME’s success. Experiment with different CTAs and monitor their effectiveness to find what resonates best with your audience.
Now what’s the best CTA for my website shop? Maybe “Visit Pub Doctors today and get the policies you need in minutes!” or perhaps “Download now and prevent future tribunal claims.”?
What’s your favourite CTA?
