Digital signage has hit the ground up and running and has become a vital part of marketing for any business. As such, digital signs have become a different animal from what we grew up seeing. Screens have become the best way to access the digital world, which customers are used to now. Business owners should look for ways to make digital signage simple but at the same time make it work in achieving their goals. Understandably, if you are going to invest your time and money into creating eye-catching screen displays, why not do everything within your power to make them a powerful sales tool and the reason why your clients come back?
Creating the best call to action should be about giving your customers a little direction. When you get your call to action right, it will send your target audience to your website or social media page and keeps them in touch with everything you are up to. Even within B2B offices and reception setups, the perfect call to action will always create an impact. With that in mind, let's go through making the best call to action for your digital signage:
Pay attention to words
If you want a call to action that works for your business, make it specific. Also, make it seem like it is targeted to whoever is reading it. A personalized call to action brings a 42% higher conversion rate as opposed to a generic one. It depends on the language you use. You can consider imperative verbs forms and different forms of the word “you.” They make a lot of difference. For example, using a sentence such as “Sign up to our app right now to get your free gift!” will have a better impact than if it sounded like "Free gift for signing up." When creating any digital signage message, never settle for weaker wording.
Enable and incentivize your call to action
You cannot have a call to action that your viewers do not understand what they need to do or one that acting is challenging to them. When that is the case, they won’t act. If you are passing a message across, you need to state the viewer's steps when executing your call to action. Everything has to be clear as displayed on the screen.
For example, if you are advertising selling a specific item, you should consider telling your target audience where they can find the thing they want in your store. Likewise, if the call to action concerns your Instagram page, give out your username as it is. You must make the call to action easy for your viewers. One of the most significant benefits of digital signage is its ability to create instant interaction, so you must take advantage by making a call to action that can be done immediately, preferably by a tap of a phone or keyboard.
Use verbs in your message
The best thing about verbs is their ability to create a sense of action or motion. People tend to respond to them differently. If you didn't know, verbs have a way of activating a different part of the brain than nouns do. For example, when you use imperative verb forms in your statements, they will be shorter than those created with a stated subject. They are best for creating a sense of urgency, as every call to action should be. For instance, if you were to use a statement like, "Contact admin today," it would be shorter and more meaningful than something like “You should contact admin today." Verbs will always present your message better and give people the need to act immediately.
Consider the time of the day
While your call to action should cater to the needs of your target audience, it should also consider the hour of the day. For instance, customers that come into your store the first thing in the morning will be thinking about what they have to do the rest of the day. Probably, they will be thinking about their work for the day the whole time. As such, you can't start to request them to fill in a survey or issue their report on their experience. That would not be the best use of your call to action.
When you pay attention to the time of the day, you will be better placed to create a call to action appropriate to your customers. For example, if they are going to work or school, your call to action could be requesting them to check your Twitter feed on their way. Likewise, if it is in the evening after a long day, you can urge them to claim a discount or leave a testimonial.
Understand your target audience
Research shows that creating a personalized call to action works better than the regular call to action. It is not surprising, considering that most customers crave personalization in everything that they do. They want to feel like a particular product is tailored to meet their needs. It brings a sense of authentication, which is every customer's dream. The call to action you create has to reflect that, and the only way possible is if you understand your target audience. You can start by considering who they are, what they crave and what they expect. If you get the answers to all three questions, you can create a call to action that your target audience will find meaningful.
For example, a call to action about paperless coupons distributed by email targets women more than men, so you have to be realistic about the message you use.
A call to action is essentially an essential thing for your digital displays. If it is on point and perfect for your audience, you can rest assured it will give you the results you are hoping for. Ensure it can drive engagement; be written carefully and easy to understand while creating a sense of urgency. According to the responses you get, you should know if your call to action suits your needs or should be changed.