In a press release, the call to action is a sentence that spells out exactly what you want readers to do. Traditionally this has been directed at journalists. It’s the contact information we tag on the end to say, “Please call for more information, esteemed press contact!”
Newsflash: The press release isn’t just for journalists anymore. It’s for bloggers, industry professionals, customers, prospects, investors—anyone with an Internet connection. Now that the press release has arrived in the 21st century, it’s time for PR pros to learn some new tricks. And where better to learn than the fast growing, forward thinking world of digital marketing!
Optimize Your Press Release with Targeted Calls to Action
Lately one area of digital marketing has received more buzz—and bigger budgets—than any other: Conversion Optimization. Conversion Optimization (CO) refers to the methods and strategies marketers use to convert their visitors into paying customers, content subscribers, members, or loyal web app users. Though the field is only about a decade old–invented by e-merchants and Internet advertisers–CO has some important lessons for the age-old press release.
The biggest lesson? Tailor your press release to multiple audiences at once with targeted calls to action that address the social media maven, B2B contact, curious layperson, and journalist. Conversion Optimization is about personalization, personalization, personalization. That means targeting content to individuals with a one-size-does-not-fit-all approach.
How to Spur Readers to Action in More Ways than One
More often than not, you are releasing your company announcement online, through a newswire service, and preserving it on your press page indefinitely. The goal is to make it work for you again and again, not just sit there collecting digital dust. By embedding a powerful call to action or three, you can motivate readers to dig deeper into your website, sign up for a mailing list, or buy your product.
When the content on your site solves a visitor’s unique problem, your brand instantly earns trust, loyalty, and hopefully a sale. PR pros know this as audience segmentation. We all have the same goal in mind: divide your market into distinct groups, and then target them with messages—or pitches—that speak to their needs. Here are some examples:
The Consumer
- “Learn more.”
- “Participate in our survey.”
- “Sign up for our newsletter and receive regular tips and insights.”
- “See what others have to say about our product.”
The B2B Sales Contact
“Click here to download a full report.”
- “View a case study.”
- “View a video demo of our product.”
- “Tell us what you think.”
The Blogger
“Try our product and share your thoughts.”
- “Sign up for a complimentary consultation.”
- “Follow us on Twitter.”
- “See our blog for more information.”
Whatever you do, be sure to provide a live link to your website, and an email address, telephone number, Twitter handle, Facebook page—everything you’ve got. The easier it is for potential customers to reach you, the more likely they are to convert.
A final word of warning: Don’t be salesy. Conversion Optimization pros know that is sure-fire way to turn prospects into suspects. A powerful call to action will typically prompt your reader to seek out more information or give you their contact information. It’s not a direct sale, but it’s the first step.
