Marketers who are looking for ways to interest more people in their business may be in luck. Bernie Borges, the CEO of the inbound marketing agency Find and Convert, shared several ideas with WebProNews at the recent Inbound Marketing Summit.
In an interview with Mike McDonald, Borges started by observing, “Marketers struggle with filling the top of the funnel.” But that’s where his favorite three-letter acronym – CTA, or calls to action – comes in.
Marketers have “always got to give people a reason to take action,” Borges argued. The trick is to get creative. Borges said that his favorite four-letter word is “test,” and continued, “You’ve got to be testing different calls to action.”
Unrelated industries can be one source of inspiration for experiments. Borges recommended that people associated with BtoB firms look at BtoC companies, for example. Maybe KFC’s approach to coupons could be adapted, or the idea of putting an ad for pizza on the back of hotel keycards.
Otherwise, Borges suggested testing different site layouts. And then one more important detail he shared is the fact that pricing is the number one thing BtoB website visitors are looking for, but many sites don’t provide it.
Good luck capitalizing on these ideas and implementing these strategies.