Call to Action

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A prospective client is on your Website – you have lots to offer but how do you engage him? An effective call to action is the linchpin of a successful site and involves not only requesting your visitors to do something, but also being creative in your presentation.

It’s not enough to ask prospective clients to “visit our website.” It’s a very common mantra, but has little impact because it’s not specific. Give people a reason to visit your page and a way to engage further once they get there. For example, ask people to not only visit your website or “like” your Facebook page, but to also comment on a specific question or vote on his/her favorite product.

The true goal is to have customer engagement without even asking. Giving fans of your brand the opportunity to give their two cents on industry topics or product upgrades will encourage them to go out of their way to give their input. Create a call to action that is so effective people don’t even see it as a formal call to action.

It’s easy to ask people to like, retweet or click on something (and it can be effective too) but don’t settle.  For instance, encourage customers to keep track of a product from inception to completion by creating a journey to share. Creating a story for the brand and encouraging users to follow the action is a creative way to effectively raise brand awareness.

Great content leads to engagement and a call to action will get your company its highest levels of feedback. Part of your strategy should be to create content that will always elicit a response. If it is done right, it can generate a real measurable return on investment.

Rules of (Customer) Engagement

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#1 If a business has a story to tell, public relations is the way to tell it.

#2 If a business doesn’t have a story to tell—it does, or else it wouldn’t be in business—see #1.

Every business has something to sell and every CEO wants traffic in the door. Educating reporters and consumers about your business’s product/technology/service is vital to customer adoption (sales). The more the press understands what you do and the context in which you do it, they will be more apt to mention the business in relevant (and repeated) articles.

Of course, many executives don’t have the time nor the specific resources to become a media guru and that’s where PR comes in. Public relations is the practice of learning and listening to clients’ stories and then taking those golden message nuggets to the appropriate audiences. New product launch? Check. Customer wins? Check. New CEO? Check. Regardless of whether a company is B2B or B2C, it’s important that the company’s messages are clear and reinforced in the minds of the right people.

From news releases and case studies to contributed articles and interview opportunities and social media campaigns, there are many ways to build a steady stream of excitement around your brand.  There’s no one-size-fits-all; the right approach is the one that meets the communication goals of the company.

We want all businesses to know that PR is not only applicable to them, but an important component in increasing sales.  Maybe a podcast is the right touch. Maybe the cover of a targeted trade magazine will get you in front of your prospects. Certainly, coverage in The New York Times wouldn’t hurt! Wherever you are in your communications efforts, it’s never too late (or early) to get public relations specialists involved in communicating your story.  And remember, PR builds your brand – not advertising. So if you want to improve sales, start with a focused PR program.

Like Kermit the Frog Said: It’s Not Easy Being Green

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For the past decade, environmental issues have crept into corporate-speak. Eco-friendliness has gone from being a differentiator to a must-have for consumer companies. Is this a good thing or a bad thing? Are corporations engaging in sustainable behavior because it’s the right thing to do or because they are forced to by public opinion? It’s important to care about motives because the tides change. If a company has made a “green” decision mostly or solely based on import prices and fuel surcharges then what happens when those prices come down?

In the Six Laws of Green Marketing, Colleen Kramer highlights why sustainability needs to be an integral part of the company and not just a temporary add-on. Her observation regarding the Patagonia company rings true: if you are genuinely trying to do the right thing, it’s OK to stumble in front of your audience. After all, the road to green is truly paved with good intentions. Patagonia’s transparency regarding greening the company’s logistics may be a compelling example to other companies leery of faltering; however, if companies continue to assess green initiatives with the same return-on-investment analysis they would use with any other capital project, many projects will fail before they are even started.

One of our clients, VYCON, has the good fortune of working with EasyStreet Online Services, a cloud, managed services and colocation provider in Oregon. Utilizing wind power and flywheel energy storage, EasyStreet has a long-standing green commitment and seized the opportunity to be a beacon of how to build energy efficient data centers. Reliability, sustainability and having a low carbon footprint are part of the ethos of the company – and they end up serving the company well, financially, when the energy bills come in.

If your company or your clients are looking to tout their eco-friendliness as a marketing ploy, remind them that this is the age of transparency. We counsel clients that small but genuine change is much more meaningful and has a longer-lasting impact on the company’s image, as well as the bottom line.

© Copyright Jennings & Associates Communications, Inc.