All Talk but No Action? Turn Your Marketing Dead-Ends into Actionable Conversions

The Cambridge Dictionary defines a dead-end as a road with no way out – or a situation without hope of forward progress.

Your print business invests precious resources to drive people to your website. But are you “wasting” this inbound traffic without offering visitors an actionable next step?

Like real-life dead-ends, website roadblocks are a joy killer. Dead-end pages or content pieces are those with no connections leading further. As a wave foams out on the shore, these pieces put a hard stop to existing momentum.

Connections Build Commitment

If you want print prospects to marry your printing company, first you must “court” them with customer engagement strategies.

Customer engagement is the sum of all interactions between a business and a client. Touchpoints occur through many channels, but ultimately, they increase the amount of time and attention people give you, which builds their confidence and motivates them to buy.

If website viewers are prospects considering your print company, it’s your job to woo them toward a purchase decision. Here are several ways to move people forward.

Audit Every Page for a Next Action

Print buyers should never get to the end of one page or ad and not know what to do next.

Every blog, ad, website slider, or call-out box should funnel visitors to the next action you want them to take. Options could include a “Learn More” button, a chance to download samples or schedule a consultation, or clear prompts for online ordering.

Want an objective perspective on the navigability of your current content? Here’s a simple website review option to get you started.

Build Dynamic Call to Action Buttons

After cultivating customer interest, it’s time to seal the deal.

Don’t bury your pitch in bland, boring text. Create CTA buttons with contrasting colors and strong, action-oriented verbs to ensure your message isn’t missed. Every page should have a clear CTA telling users where to navigate next (or funneling them where you want them to go). Move people toward the products you sell most or toward items you hope to highlight.

And never shrink back from finishing a sale. Clearly, concisely, and directly ask for their order, their money, or their business. No matter what phrase is right for your brand voice, the bottom line is this: you must ASK!

Need ideas? Here are 75 CTA phrases to grab attention and maximize conversions.

Run the “So What?” Test

People don’t care about your product – they care about themselves.

To evaluate the effectiveness of your content, read each piece, then ask this question: “So what?”

Marketing falls flat if it doesn’t directly apply to readers. In contrast, strong sales content includes customer-centric messages. For example:

• SoundCloud: Calling All Creators . . . Connect with Fans, Share Your Sounds, Grow Your Audience
• Patch: Discovering the best plants for your space, delivering them to your door, and helping you look after them
• Dominoes: Fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free
• Warby Parker: Try 5 frames at home, for free

Instead of telling prospects about your firm’s superior print capabilities, shape your message around customer benefits using questions like these:

• What can your products do for them?
• What effect can these products have on their sales?
• What benefit can your firm bring to their professional image?
• How can your services simplify their schedule?

Add Call to Action Buttons on Social Media

Many prospects will encounter your business on social media before ever visiting your website.

Did you know you can add social media CTA buttons that link to key landing pages to drive growth and website traffic? Check out this quick reference guide to add buttons for each social media channel.

Use Videos & Recommendations

Busy consumers need easily digestible content.

Website videos significantly boost the time users spend on your site. Videos provide an engaging and interactive experience for users and lead to an 88% increase in the average time spent on a page!

You can also build engagement by adding recommendations. If someone liked a blog post they read on your website, is there an easy way for them to find similar posts? If they are curious about specific products or services, can you offer items that match or complement these offerings?

Tailored suggestions are a simple way to strengthen connections and increase sales.

Make People Irresistible Offers

Every time you ask for a commitment, try to add incentive or value.

Selling a brand marketing kit? Add a coupon for a complimentary product. Taking print orders on your website? Offer clients a discount for upgrading their services. Make incentives measurable and action-oriented, like this:

• “Spend XX more and your reward points will qualify you for a 20% discount.”
• “Upgrade today for service that’s 20% faster.”
• “Subscribe today and receive free business cards for a year.”

Whether you use coupon codes, free downloads, or referral bonuses, continually motivate people and keep them moving closer to your business.

A Brand that Reaches Back

Did you know statistics show that up to two-thirds of a company’s profit relies on effective customer engagement?

Customers who reach out to you deserve a brand that reaches back, and the easiest way to boost engagement is to remove online obstacles so visitors stay on your website as long as possible. Remove dead-ends by adding links to every page or post while enhancing pathways for sales.

Make navigating your content seamless, easy, and enjoyable!