Insights from the conversion floor

You have probably already tried it; You are at a website where you want to clarify a few things before moving on in your buying process.

A lot of people in this situation would prefer to ask their questions through chat rather than e-mail or a phone call.

45% of all people prefer to communicate with businesses through chat. So, if the website has a chat, nearly half of all people would use this contact method.

However, all of those would be disappointed, if their chat partner turns out to be a bot. Only 0,5% of all people would prefer to chat with a bot rather than a real human being. What would you prefer?

We will take a look at what separates the two types of chats, give you some insights about how people communicate in live chats, and give you an advice that may lead to +300% chat dialogues.

Let’s get started!

Live chat vs chatbot

Being able to chat with businesses has become a natural part of websites as an opportunity to interact with potential customers in real time.

There are two main types of chat – live chats and chatbots. The big difference is that live chats are manned by real human beings.

Chatbots on the other hand is a programmed machine which has been fed with huge amount of data. This enables the machine to answer questions that the machine already know the answer to.

In the chat world there has always been great debate about the two types of chats and which one is better. On a daily basis we hear both pros and cons for bots and livechats.

At Weply we believe that live chats are the best solution for most businesses that are not e-commerce.

Digital trends

0,5% of people actually prefer chatbots over live chats. The majority would like their chat partner to be a real human being.

The survey also show that over +50% of all the respondents have had bad experiences with chatbots. We believe that so many prefer live chats because of human’s ability to feel and show empathy and understand an individual context.

In a buying process, customers want to feel listened to which only human chat partners can. Besides the human aspect there are other areas where chat bots are still not developed enough to compete with chats manned by real people.

First and foremost, it is a huge disadvantage that bots only can answer exactly those questions that it is programmed to know the answer to.

If a question in any way differs from the known questions, the customer will not get a relevant answer. A simple typo in a question will even do the job.

The level of customer service is also a factor that play an important role when comparing bots with real humans. Here, real humans outmatch bots.

At Weply we often experience that customers are pleasantly surprised when they realize their chat partner is actually a real human being.

We believe that the reason for this excitement is that the customers then know they will be taken good care of and be understood probably.

In buying situations customers want to trust the company before ordering the product or booking the service. Building trust is something that is difficult for a chatbot.

The nature of live chat conversations

How do people usually communicate in live chats? Looking at our chat data, which is more than 10 million chat interactions, we have found some interesting trends.

It is interesting to see that in 4% of live chats, the customer asks if they are chatting to a real human being.

This tells us that there are different expectations for the level of customer service depending on whether you are communicating with a bot or a human being.

As mentioned earlier on, our chat consultants often experience great enthusiasm when customers realize that they are chatting with a real person.

The way people communicate in a live chat are typically short and to the point. The average Weply chat is 8 minutes and 40 seconds. People will generally go straight to the point and communicate fast which of course makes the chat consultant’s job easier.

However, it is also demanding because the customer will expect the same in return. Another interesting insight from the results is that most people would like to stay anonymous until they are sure that the specific company can help them with their needs.

Blocking a chat with an information wall is risky as it may scare off many potential customers as they are still not sure whether you are the right fit or not.

Some of our customers has experienced an increase of 300% dialogues just because they removed the information wall in their chat.

When we compare the nature of live chat conversations with chatbots’ we see many differences.

An analysis from Computers in Human Behavior show that conversations in chatbots are generally longer. A conversation in a chatbot typically consist of much shorter and simple questions and the diversity of words being used are minimal.

The results also show that there are a lot more swearwords in chatbots. This is no surprise when taking into consideration that half of all respondents have had a bad experience with bots.

Humans want to interact with humans. A survey regarding digital communication convincingly showed that live chat is the most preferred chat solution.

Therefore it is also the best solution for businesses that want to interact with customers online. Chatbots can easily frustrate and annoy customers due to their lack of empathy and ability to understand the context.

Over time, chatbots may develop to such an extent that we no longer will be able to feel the difference. As it is for now, the majority of consumers would prefer to avoid them as they cause more frustration than they are being helpful.

Frustration is not something that any business would like their potential customers to feel. Therefore, the best solution is to let real people handle their customer inquiries in order to convert as many website visitors as possible.

Do you work in B2B? Are you experiencing challenges in designing marketing activities that generate results? Then this is the guide for you.

By focusing on the customer journey, recipients and objectives, you can create a strategy that not only makes you visible to the right company, but also generates relevant leads.

With a few simple steps, you can get started with your B2B marketing - let's get started!

The days of B2B salespeople making cold calls, attending trade shows and handing out business cards are long gone. In recent years, the landscape for salespeople has changed drastically for a number of reasons.

Partly because half of all B2B buyers are millennials, who are picky when it comes to taking calls from "unknown" numbers (they know what it's all about!). But it's also because we increasingly tend to do research on our own.

So how do you capture potential B2B leads? We'll go through channel selection and strategy later in the article, but first let's sort out the difference between B2B and B2C marketing.

What's the difference between B2B and B2C marketing?

There are several similarities between B2B marketing and B2C marketing, but there are also differences. In order to create a successful marketing strategy, it is important to understand the differences. Let's go through the main differences between B2B marketing and B2C marketing.

Relationships

B2B marketing is primarily about building an emotional bond with customers.

Studies have shown that as many as 50% of B2B customers are emotionally connected to their supplier, which is saying a lot. You should take this into account when designing your marketing strategy and content production.

Work on soft values, preferably highlighting the team behind the brand and focusing on what added value your products or services can generate for the customer, rather than pushing too hard on prices and promotions.

This will help you create deeper relationships with recipients as well as added value. Looking at B2C, only 10-40% are emotionally driven in their choice of brand, which means that the product or service should take a bigger place in the communication.

Content

A B2B audience appreciates new knowledge, information and being challenged. This type of content is also useful for B2C marketing, but tends not to generate in the same impact as B2C customers usually make faster purchase decisions to solve an immediate need.

B2B consumers, on the other hand, plan their investments in advance, calculate long-term needs and compare multiple suppliers before making a decision.

We therefore recommend creating content that highlights useful data, statistics, knowledge and up-to-date information to inspire trust and need in recipients.

The customer journey

The B2C sales cycle is much shorter than the B2B sales cycle, which makes it easier to measure and optimise after the fact.

Traffic to the website, click-through rates, video views, conversion rates and sales revenue are parameters that are easy to measure. Compared to B2B marketing, we face a greater challenge.

Budgets and purchases are decided well in advance, usually once a year. This means that measuring, tracking and analysing B2B marketing is a long-term effort, where activities need to be spread over longer periods of time.

Channel selection for B2B marketing

We now have a reasonable understanding of how B2B and B2C marketing differs. The next step is the choice of channels. As with B2B marketing, there are several options, both in terms of platforms, channels and formats.

The following content is recommended to implement in your B2B marketing at the earliest possible stage.

Articles

In addition to resulting in a solid knowledge hub, articles are an SEO magnet for websites, which can help you increase your organic traffic from search engines.

With 61% of larger organisations clicking through to the websites of potential retailers, it's important to offer the information that potential customers are looking for.

Based on your industry and audience, your articles could be based on interviews, news, customer cases, press releases, information about a product/service, use cases or smart tips.

Try to vary the content at first to track which categories are drawing the most traffic.

Gated content

The job doesn't end after the ad is created and activated, on the contrary. This is when you have the opportunity to monitor the results and optimise the content and target audience as you go along. Therefore, don't forget to prepare your traffic measurement right up to the final goal.

A click alone doesn't tell you much, you want to know where they have navigated on the website and if the visit has actually generated in a purchase.

Often it's the small changes that make a big difference when it comes to social media advertising, so dare to adjust and try things out after the fact.

Email marketing

Email marketing has proven to be an effective strategy for B2B marketing, so it's no wonder that a whopping 87% of marketers are using the medium today.

Email marketing allows you to send automated mailings, personalised recommendations and to follow up on a purchase. You also have the opportunity to highlight new products/services, offers and promotions.

Read more about how you can design a results-driven email strategy here.

Social media

Having a presence on social media today is almost a must for businesses - regardless of the industry. If you're not visible - you don't exist.

We recommend you to be mainly active on LinkedIn, which is the tailor-made medium for B2B marketing.

Users are usually logged in during working hours with the aim of networking. Here you have every opportunity to share articles, company news and promote your employees. You also have the opportunity to send DMs to your potential customers in a relaxed way, to open the door to a no-strings-attached meeting.

Social media in general is a powerful tool to build your brand and to express your personality in a more relaxed way. Dare to test different formats and categories, to see what type of content matches best with your target audience.

Ads

Sometimes organic traffic isn't enough, especially as a new user on social media. Sponsored posts or targeted campaigns can help you reach more relevant users and lead them through clear CTAs.

You have the option to target your content according to everything from location, age, profession to interest, as well as control the budget according to your resources. Read more about paid social media marketing here.

Content strategy

Developing a results-driven B2B marketing strategy for your business can be challenging. Target audiences need to be defined, goals set, budgets allocated and channels selected.

But if the strategy is designed correctly, it's worth it in the end. We'll go through step-by-step how to design your strategy and what you should consider at each stage.

Identifying your dream team

Who will work on your marketing activities and who will be responsible for what? Project managers, production managers, graphic designers, digital strategists and copywriters are relevant roles for content production, activation and analysis of marketing activities.

One person can hardly pull all the strings or possess all the talents. Therefore, it takes a team of different skills and expertise to succeed.

Assigning responsibilities is a natural first step. If you don't have the skills in-house today, we recommend working with a digital marketing agency.

Identify your target audience

In order to design relevant and accurate content, you need to know who the recipients are. Who is your typical customer?

Design one or more personas that represent your overall customers. Don't skimp on the details here. Age, location, relationships, profession, education, interests, motivations and challenges are some of the points you should reflect on when designing your persona.

This will give you a better picture of your target audience and what you should push for in your content to gain their trust.

You can also extract relevant information about your customers through your existing database or CRM system. Google Analytics and social media statistics can also help you get a clearer picture of your current customers.

Goals and budget

Without a goal and purpose, your content will be pretty meaningless. You won't be able to track whether the results were as planned, whether you reached as many people as you estimated or whether the activities actually generated in as many sales as they should have.

The same goes for budget. Just pumping money without expectations into your ads can be both costly and a waste of time. Therefore, set up a clear plan and strategy for all of your marketing activities.

Follow these up, optimise, increase or decrease the budget and dare to try something new - but always with the goal in mind.

Document!

A content strategy should include your organisation's objectives, the type of content that will be used to achieve them, what the workflow will be, what values will be measured and what channels you will be active on.

It is important to document all the steps. Partly to give everyone in the team a clear basis in the production process, but also to create an understanding of what will be published, where and most importantly - why.

Although the implementation may look different for B2B and B2C marketing, the overall strategies are basically the same. In essence, it's about creating a need and building trust with consumers.

For some, the CEO of a large company is the primary customer; for others, it's the guy running around town in search of new jeans. No matter who you are targeting, it is important to develop a tailored content strategy, adapted to your goals, circumstances and target audience.

And if you can balance your relationship marketing with straight facts, you can expect leads to come in - without you having to pick up the phone.

An optimized website not only increases your online visibility, traffic and visitor engagement. It also helps you generate more business opportunities and grow as a company.

A website is a long-term investment and if you play your cards right, you'll overtake your competitors in terms of SEO, navigation and load time.

But what does it take for a website to be successful? Our checklist gives you the basic steps, from start to finish.

First things first

Building a new website can sound both expensive and resource-intensive. It's something that should be left to the experts, right?

In fact, you have every opportunity to do the job yourself, as long as you're willing to put in the time.

But, before you can take the plunge into the actual creation of the visual content and design, there are three tools you'll need to get started:

1. Web hosting

In a nutshell, you rent your website's space on the Internet through a web hosting service. A website is a collection of files, which need to be stored on a server, i.e. a web hosting service.

When someone visits your website, the browser downloads your files in order to display the content to the visitors. Of course, this happens on a second-by-second basis and the process cannot be perceived by the recipients.

However, without a web host, there is no space for your files to be stored, which is essential for you to build your website.

2. Domain

The domain or domain name is the address that will direct users to your web host. Example https//www.weply.chat/blog. Here you can see a full URL, where www.weply.chat is the domain name.

The domain is the address of your website while the URL will lead the user all the way to a specific page on your website.

You can buy your domain name here. Ownership of a domain name ensures that users are directed to your site and no one else's. Other operators cannot use the same domain name as you.

Domains are renewed annually, which means you will need to renew your domain for as long as your business is active. But don't worry, you'll be notified when the time comes.

3. Website tools

A website tool helps you build and create the content of your website.

Depending on which tool you choose, there are different templates and structures for how you can build your website.

Some prefer to do everything from scratch, while others gratefully adapt their content to a bank of templates. If you're a beginner, we recommend you read more here.

Squarespace offers ready-made templates, where you can easily swap out images, text, fonts and colours, customisable to your brand profile.

Now you have the basics in place, the fun can begin - creating content and design.

But before you start playing around with templates, images and eye-catching headlines, you need to have a clear plan of what your website should contain and why.

4. Pre-study

A successful website needs to have a well-thought-out structure, be easy to navigate, contain interesting headlines, clear calls to action and features tailored to your objectives.

A pre-study lays the groundwork for what content is relevant to users, how you can create conditions for increased visibility and how you can communicate your brand accurately through the platform.

Focus on the target audience

When designing your website content, it is important to keep your target audience in mind.

If your content is not relevant to the recipients, it won't take many seconds before they choose to click through from the website.

1. What is important for recipients to know about you?
2. What needs do they have?
3. What motivates them?

Adapt your tone of voice, choice of images/videos and headlines to the preferences of your target audience

If you are unsure who they are, what they prefer and how they communicate, do an audience analysis and develop clear personas.

This will help you get a handle on who you want to attract and how to go about doing it.

Reflect on the purpose

What is the purpose of your website? Do you want to inform and spread knowledge, inspire or create a need? What do you want users to do on your website?

Contact you, book an appointment or make a purchase? Your purpose should be reflected in the structure. Reflect on what content will help your business achieve its objectives.

Structure

Make an outline of how the structure of the website should be designed.

Which subpages should be included in the menu section, which headings should be exposed on the landing page and which CTAs?

Think from the user's perspective. What is important for visitors to know about you and your service when they land on your website. Assume that they have never visited you before or heard about your products/services.

A short presentation about your brand, products and services is a good start to summarise what users can expect and why they should read on.

A clear prompt in the form of buttons or registration should follow each part of the page. Your main job is to create interest and engagement with users. You don't want them to leave as quickly as they clicked into your site.

Remember!

Try to create a "uniform variety" on the web page as much as possible. That is, create a flow between sections and combine text, image, text+image, video, quote in a nice balance. It should be exciting to scroll down your site.

Features

Think about what features you want the website to include. For example, search functions in the menu, registration for newsletters, contact forms and downloadable documents.

Many of the features can help you collect valuable data about your users, such as email addresses, which you can leverage by communicating with them through more channels.

For example, if you offer downloadable guides in exchange for an email address, or you present an offer in exchange for their contact details, you have every opportunity to send out news and offers to their email on an ongoing basis.

We don't want to risk them forgetting about you, do we?

Keywords

An important factor in how well your website will perform is how keyword optimised it is.

You can make a big difference by optimising your headlines, images and meta-descriptions. Write down a list of words that describe your content and what you offer.

These should be kept in mind as you produce your content. For more information on how you can work with SEO, read more here.

Inspiration

In order to visualise and create a clearer direction for how your website should look visually, you should look for inspiration from other stakeholders.

Save down the pages you like, whether it's an image, font or structure, you can collect elements that you then break down into your own version. Create a moodboard with your collected clips and have it in front of you when you start creating your website.

The most important thing is that your brand and vision reflect the design. Your website will be the starting point for other communications, where you can draw inspiration for consistent branding.

To wrap up

An optimised website allows you to grow your business through increased visibility, accurate communication and an easy-to-navigate structure that leads your visitors all the way. Invest in a new website today - it will pay off in the long run.

A CTA, or Call-to-Action, encourages your recipients to perform a specific action. Whether it's on your website, newsletter or posts on your social media, the CTA plays an important role in your communication, as it influences your audience's next step.

In this article, we'll give you concrete examples of CTAs you can work with in practice and justification as to why they work.

What's a CTA?

Depending on the context, purpose and goal, CTAs can vary in format and contain different versions of prompts.

A general rule when it comes to CTAs is that they should attract attention and enough interest for recipients to click through to the next step.

Do you want to increase traffic to your website through ads, collect email data through a whitepaper or generate leads through a chat?

Once you have a clear picture of your needs and objectives, you'll also get a handle on which CTAs you should work with and why.

To give you some inspiration along the way, we've listed 50 CTAs that generate results.

1. Download now

Downloadable content on websites has proven to be an effective way to gather contact information from potential customers.

Examples of downloadable content include whitepapers, guides, templates or articles that are tailored to your industry, knowledge and audience.

To boost interest in the content, we recommend creating a headline that will spark engagement and an introduction of what the material will contain.

End with a justification, e.g. do you want to learn more about how this product works step by step? Click on the "Download now" button.

2. Read this week's tips

Do you work with newsletters and want more subscribers? Promote this on your website with a unique motivation.

What do your newsletters contain? Industry news, offers or product tips?

Start from the content and cross reference it in your Call to Action button, along with a short description of what readers can expect to find in your newsletter.

3. Take advantage of the offer

No matter what industry you're in, whether you offer products or services, offers and discounts motivate a large portion of today's users.

The feeling of "saving money" can be among the most impactful messages you can use in your communications.

Motivate your potential customers to register their details to receive your mailings, for example, by offering them a discount cheque "in exchange".

The discount can be presented as a percentage or as a bonus cheque, which they can take advantage of with their next purchase.

If you want to motivate further, you can add an additional option "No thanks, I prefer to pay full price", which will make your recipients think twice.

4. Book an appointment

Concise and clear. Sometimes it doesn't have to be more complicated than that.

Whether you want to invite your customers to book a consultation, doctor's appointment or hairdresser's appointment, it's important that you make the process simple for them.

They shouldn't have to search around the site or read an entire explanation of why they should make an appointment with you to find the information.

Therefore, place your call-to-action already in the menu section of your website, at the end of each page among contact details, as well as under selected paragraphs.

You can also use this form of CTA in your newsletters, articles and social media posts.

5. Reserve my seat

It is common to use the term "Your" or "Yours" when it comes to CTAs. It's "your account" to be registered, "your guide" to be downloaded or "your seat" to be reserved for future movie visits.

If you change these to "My" or "Mine" instead, you have the opportunity to evoke a trigger in the recipients.

The feeling that it is my place that is at stake, increases the motivation not to "miss out" on the opportunity.

6. Generate more leads

In many cases, we google around in search of answers or solutions to a problem. Therefore, you should create a CTA that quickly provides answers to visitors' questions and needs.

For example, if you want to invite your users to download a checklist on your website, where the content focuses on generating more leads, then formulate your call to action according to the objective.

Other suggested CTAs are "how to increase your sales" or "expand your customer portfolio with a few simple steps".

7. Make my computer secure today

Another great example of a CTA that meets user needs is a direct solution to a problem.

If you work in IT and offer cybersecurity solutions, for example, a clear call-to-action linked to a direct result can work effectively on potential customers.

Tailor your CTA to your offering and convince recipients that it's a "quick fix" that doesn't need to be considered.

8. Start my free trial

A strategic way to entice new customers to sign up for a new service or subscription is to give them a "free" trial.

Whether it's a streaming service like Netflix, a magazine subscription or an IT support service, you now have the opportunity to convince customers for a certain period of time to continue to want to take advantage of your content and services.

The best thing about this form of CTA is that in many cases customers will feel that they have "earned" the offer, win win!

9. Know what's going on - start subscribing today

Do you run a news magazine and want to increase the number of subscribers?

Don't just call for the obvious: start subscribing. But give them a reason why they should subscribe to your particular magazine.

Do you publish the latest news, delve into theories or niche in a particular industry? There could be many reasons, so try it out.

10. Sign up for our newsletter and get the chance to win X

Do you run an e-commerce business and want to motivate your visitors to sign up for your newsletter?

We've talked about discounts and bonus vouchers before, another trigger could be the chance to win "cash".

Any CTA that (possibly) gives something back to customers becomes an additional motivation for them to give up their contact details, which in many cases takes them all the way to a purchase.

11. Get started

A clear and simple call-to-action, which is great to have together with your services or offer on the website.

This could be for a digital course, a gym membership or an editing tool.

There are many reasons to encourage users to take the next step, although it may sound obvious, it gives them an extra nudge along the way.

12. Give X a chance to ...

A humbler tone can be effective when it comes to certain industries and audiences.

For example, if you work in elderly care or dentistry, where a lot is about trust, care and expertise, a CTA like "Give Boston Elderly Care a chance to take care of your loved ones".

In many cases, the subject is emotionally charged, which means that pushy or overly salesy communication can have the opposite effect.

On the other hand, a warmer tone that inspires trust and is caring will allow you to arouse curiosity and a need to know more.

13. Read more

A classic CTA on websites, where followers are given the opportunity to find out more information on a particular topic or service.

The CTA is best used on landing pages, where companies typically share brief information to pique interest, and then drive traffic to subpages for more detailed information.

"Read more" can also be used in newsletters, where you can refer to articles, products and promotions for example on the web page.

14. Contact us

This is another classic CTA that is widely used on both websites and in social media ads.

Make it easy for recipients to get in touch with you and your company. If users have to search around for your contact details, they may end up losing interest in your offer in the meantime.

15. Read the latest gossip about us

Today's consumers place a lot of their trust in references and reviews when purchasing a new product or service.

Therefore, you should always motivate your customers to leave reviews after a purchase or experience, which you can then present on your website.

Consumers feel safe in the knowledge that someone else has already had a chance to try the product and, at best, recommend it. In this way, the potential buyer knows what to expect.

In other words, encourage customers to take note of your recommendations through a CTA and make it easy for them to find the right one, it tends to work.

How you choose to phrase it is up to you and your brand's tone-of-voice but aim to make it interesting.

Why we chose to go with the word "gossip" which may seem to have a negative connotation, is because of just that.

Is there anything we like more than gossip? When it turns out to be the opposite (hopefully), the experience is all the stronger in the customer's mind, oh are they this good? Simple psychology.

16. See your personal recommendations

Today's consumers value personal communication which can include recommendations, offers and appeals.

If you work with newsletters today, you have great opportunities to tailor personal messages to all of your contacts. Read more about how automated emailing works here.

Your CTA should highlight the personal nature of the content, such as:

• "Offer - only for you who..."
• "Selected products according to your preferences"
• "Match your latest purchase"
• "News you don't want to miss".

17. Get notified when the product is back

If you work in e-commerce, there are advantages to products running out of stock from time to time.

It's a golden opportunity for you to collect contact details from potential customers and to deliver really good service.

Instead of customers having to go to your website themselves every other day, follow up on whether the size, colour or whatever is back, and also risk forgetting about the product while waiting, you have the opportunity to follow up the process yourself and also to recommend similar products.

This version of the CTA strengthens the relationship with your customers and is a hard service to refuse.

18. Start your journey with us

CTAs that are inclusive tend to generate a positive response.

For example, if you work with health, fitness and wellness, a CTA like this can both inspire and motivate recipients to take the next step. They are not alone in their development, you are doing it together.

When someone is about to make major changes in their life, break patterns and learn new habits, support is among the most important motivating factors. So include this in your CTA as well.

19. Become a premium member

Whether you use premium, gold or diamond as the designation in your "top membership", the "exclusive" name has a certain ring and stamp that many of today's consumers aspire to.

It could be that they pay more per month in exchange for more services and are rewarded with "status".

Another example is membership in a customer club, which drives them to reach a certain level through their purchases with you.

Either way, an exclusive emphasis can trigger consumers to become members, shop more or pay more for your services. A given CTA for those of you who work with memberships, packages and sales.

20. Choose my package

It's not a question of whether they want to sign up for a package, make a purchase or even register.

It's the question of which package should they actually choose? This form of CTA is impactful and tends to reduce the consideration time of recipients.

Use it to advantage on your landing page to lead consumers to your offers. Again, we work with the term my because the package is already theirs, that's given.

21. Get priority

We've all thought the idea. Wouldn't it be nice to not have to stand in that long line at the grocery store, to be able to sit down on the commute to work, or to be prioritized in a healthcare case.

In many cases, there are no such things as priority, but you can make it happen digitally.

Are you releasing a new product, service or support?

Offer customers "priority" in your CTA, by reserving a product, time or service for them. Who can turn down this "once in a lifetime" offer?

22. Watch video

Sometimes great copy isn't enough to sell a product, service or experience.

You need to convey a feeling, a vision, maybe even a dream. This is best done visually, preferably through a video.

Encourage recipients to engage with your content at the touch of a button.

23. Buy now

We couldn't call this a complete CTA list without mentioning the most useful, and obvious of them all.

The deal will never close unless users have the opportunity to make their purchase. There is no limit on how many times you can use this form of CTA.

24. We're online

Live chats have become an effective tool when it comes to customer service, support and lead generation - all hours of the day and night.

With the help of trained chat consultants, we at Weply, for example, offer tailored customer service based on users' needs and behaviour.

The chat consultants motivate the first contact quickly and easily directly on the website, and then process the recipient through a personalised service.

25. Follow us for more inspiration

Relevant visitors who have a genuine interest in your brand and offering are often happy to engage with your content through multiple channels.

Always encourage your recipients to follow you on social media through your website, newsletter or blog.

The easiest way to do this is by communicating your CTA in conjunction with your social media icons, which in turn link directly to your profiles.

This will help you both grow your accounts, but also reach recipients more frequently and through varied content.

The remaining 25 CTAs that you can use in your marketing can be found here:

26. Help me reach my dream now

27. Give me easy growth hacks

28. Evaluation for free

29. Find your dream home

30. All you need to know about X

31. Get the expert tips

32. Book your last seats now

33. Add to cart

34. Start your free trial now

35. Try for free

36. Register me now

37. Book your test drive

38. Checkout

39. Buy more

40. Show me similar products

41. Recommend similar products

42. Get exclusive access

43. I want to join the club

44. I want to start my membership

45. Order now

46. Continue shopping

47. Get more information

48. Buy now and 50% discount

49. Limited offer, book now

50. Start now and see results within 6 weeks

You made it to the end!

The list can be long, but also irrelevant. Above we have given you 50 variations of CTAs that you can use to your advantage in your communication and on your digital platforms.

Depending on the sector, the offer and the service, they can be reworded and developed, but we hope you have understood the principle.

We recommend that you optimise your CTAs as you go along, until you find the message that resonates with your target audience. We look forward to following your success.

Want to increase brand awareness, drive more traffic to your website or generate more leads? Social media advertising gives you the opportunity to create targeted ads with a specific goal in mind.

Have you started using social media, but it's not delivering the impact you were expecting? Sometimes organic reach isn't enough!

That's where advertising and sponsored posts come in. The benefits of advertising on social media are many. The format, direction and budget are entirely in your own hands, making the strategy accurate and results-driven.

Which channel should I choose? That's the question.

Today, you have the option to advertise on most social media channels, but that doesn't mean you have to invest in all of them. Go for the channel that your target audience is primarily on.

A younger target group usually prefers TikTok, Snapchat and Instagram, while an older one sticks to Facebook. If you want to recruit or target B2B, LinkedIn is the obvious choice.

Don't have a clear picture of your target audience?

Start from the channels you are present on today, and figure out from there which platform works best. Track who your followers are and what percentage of them interact with your content in the analytics tool for each app. This will give you a clearer picture of which channel you should focus on.

Examples of advertising tools:

• Facebook Ads og Facebook Business Manager
• Instagram Ads Manager
• LinkedIn Campaign Manager
• TikTok Ads Manager
• Snap Business
• Pinterest Business

How much should I budget?

Initially, we recommend you keep your budget low to see what results your ads will produce. As you get a better understanding of what your audience responds to, what content you should highlight and formats you should use, you can increase your budget over time.

The average cost of a CPM (cost per thousand impressions) campaign is $5,2 for 1000 impressions. For CPC (cost per click) campaigns, the cost ranges from $0.15 to $1.5 per click on Instagram, while it is $0.7 for CPC campaigns and $5.5 for CPM campaigns on Facebook according to Nordic Tech Institute.

Create your strategy in 5 easy steps

1. Clarify your target audience description

Who do you want to reach? If you have a broad target audience today, it might be a good idea to break it down into smaller "groups" so that the age range is not between 20-80, the interests are over 20 in different directions and the geographical locations cover the whole country, etc.

Instead, try making ads tailored to your different personas, which have a clear identification of what, for example, the 20-40 year old is interested in, where they are located and what their finances are like.

Then make a new one for the 40-60 year old, etc. If you'd rather create a more general ad to see who chooses to interact with your ads at first, this can be a good first step, and then tailor the targeting according to the results.

2. The choice of format

You have the option to work with video, image and text content in your social media ads. Depending on your target audience and range, you should design your ads according to what attracts the most interest. A good idea is to A/B test different versions of your ads at first. In most cases, it is the video or image that attracts the most interest.

Then the headline, the sub-headline and finally the CTA button. Other factors include color and emojis. Dare to challenge your audience in new ways, so eventually will engage with them in a meaningful way.

3. Purpose of the campaign

What are your marketing objectives? Do you want to spread information, increase brand awareness, drive traffic, capture new leads or recruit?

Having a concrete goal for your ads is important to design and target them accurately. Without objectives, you can't monitor whether or not they generate results. Here's some of the most common objectives when it comes to social media advertising:

• Traffic: driving visitors to your website, a specific product or offer.
• Brand awareness: increases awareness of your brand, offer, product or service.
• Reach: this goal interacts with awareness, but allows you to reach more users.
• Conversions: if you run an e-commerce business, you have the opportunity to increase your sales through conversion-generating ads. Push for a specific product or offer.
• Lead generation: gather information from potential customers by asking them to sign up for a meeting, webinar, free trial, newsletter etc.

4. Analyse the results

The job isn't done after the ad is created and activated. Quite the oppesite, actually! This is when you have the opportunity to monitor the results and optimize the content and target audience as you go along.

A click alone doesn't tell you much, you want to know where they have navigated on the website and how their experience was. Chatting with website visitors in real time is a great opportunity to learn more about visitor's thoughts and questions when they're on the site. Often it's the small changes that make a big difference when it comes to social media advertising.

5. Retargeting ads

Retargeting ads give you the opportunity to reach out to previous visitors to your website. This is to keep the potential leads warm and remind them of the products they previously looked at, but didn't buy. We recommend grouping visitors into categories to create unique retargeting lists. This way, you can attract previous visitors to buy or make their second, third, maybe even fourth purchase!

Advertising can help you be visible to the right recipients, in the right place at the right time. Purchased traffic and organic traffic often interact very well, and generate increased results together.

With a few simple steps, you're well on your way and the fun can begin. Traffic is flowing, bookings are filling up or product is running out of stock? It's up to you to decide. Good luck!

They keep landing in your inbox from morning until night. Both from known and unknown senders.

In addition to your own contacts, they are likely from brands you've been in contact with online or from companies you've never heard of (at least not memorized). Despite all these mass mailings, email marketing is the most effective communication channel for many brands.

But how do you spark interest and engagement instead of annoyance? How do you stand out from everyone else in the subject line?

And what technical features can both facilitate and optimise your communication? In this guide, we'll give you 6 tips you need to get started. Let's go!

1. Production plan

As with any other form of marketing activity, you need to set a clear plan and structure for what your email marketing will contain, what the purpose is and what your goals are for the channel.

A long-term production plan will help you produce relevant content month after month or even week after week. Regardless of how frequently you want to communicate, a publishing schedule should also be included.

Get started with your production plan by answering the following questions:

• What is the goal of the channel?
• What is the format of the mailing? E.g. newsletters, campaigns, recommendations.
• What is the target audience?
• How often should we send out emails?
• Which content categories should we highlight?
• What do we want recipients to do after reading the email (CTA)?
• How should I measure the results?

The most important thing to remember is that your communication should create added value for subscribers. You can do this through, for example, news, tips, personalised offers, reminders or recommendations.

Think about what is important to communicate about your company - and what is important for recipients to know.

2. Layout & design

Creating a common thread in your communications is crucial for both profiling, brand awareness and loyalty. Recipients should know you're you through your font, colour choice, logo and tone of voice.

In other words, it's important that your brand image is also reflected in your mailing. Small details such as word choice or image selection may not seem so crucial, but they can affect both the click-through rate and the recipient's image of your brand.

So spend time creating an aesthetic design that captures the reader's interest and makes them stay. Work on the visuals in the form of images, videos, headlines and infographics until you have found a layout that symbolises your brand.

3. Subscribers

There are several ways to attract subscribers today. The most common method is through sign-up forms on the website. You can create a pop-up box that is presented every time someone visits your site.

You can also remind users of your newsletter, for example, after a purchase or contact request. If you offer downloadable material on your site such as guides, whitepapers or discount codes, you can collect email addresses in exchange for more information.

To avoid any misunderstandings or question marks, we recommend that you always include a box at the bottom of your email telling them why they received the message and how your brand received the information.

4. Capture the recipient in the subject line

A large percentage of recipients read their emails on mobile, depending on the audience, it's up to 78%. This means your recipients aren't just on the go, distracted at work or taking a break at the gym.

You're also competing with social media, calls and texts. That's why you need to capture the recipient's interest right from the subject line.

Your email needs to be the most interesting thing that the user in question can spend their time on - regardless of all the other exciting options that mobile offers.

To gain insights into which headline will convince recipients all the way to clicking through and reading your entire message, you can A/B test which message suits your target audience.

This allows you to send out two different versions of your newsletter, to analyse which version works best. We recommend creating short subject lines of around five to seven words, to ensure the full message is visible - regardless of device.

5. Quality over quantity

Looking at social media or blog posts, there is a clear trend when it comes to content length, regardless of format.

If we look at emails, it's not as obvious. However, you want to avoid both boring and scaring readers away with long, drawn-out mailings. We recommend a maximum of 1200 words, this performs best for web content.

On mobile, however, most people prefer shorter communications, so keep that in mind when designing your newsletters. Again, a full 78% should be able to read through the entire message from mobile.

Users prefer content that is easy to consume and doesn't take up too much time or focus. If your newsletter is perceived as long and time-consuming, many will likely click through after the first line.

So create simple, relevant and engaging content that leads them to your website, for example, to a product or offer. Work with clear CTAs (call to actions) that match your content, at an early stage of the newsletter. This way, you can naturally direct the reader onwards, even if they just open the email and look through it quickly.

6. Optimize and automate

The advantage of email marketing, is that all activities surrounding the mailing can be measured in one way or another. This gives you a clear basis and direction for your future work going forward. Focusing on the content that generates in results and optimising what doesn't, helps you improve your ROI (return of investment).

Data about your subscribers can also help you create personalised messages for each contact. You can recommend similar products they've browsed in the past, or create offers of a service they've read more about.

By segmenting your contact list, you can target custom messages to recipients who meet specific criteria. You can categorise based on previous activity such as a purchase, or using demographic factors such as location, age and interest. Learn more about email marketing analytics here.

You can also use the data to create automated mailings, which is a advantage when it comes to email marketing. Through settings, you can trigger an automated mailing, for example to recipients who have left products in a shopping basket, a thank you letter after a purchase or a review request after a hotel visit or webinar.

The possibilities are endless. Through data, messages can be sent at the optimal time, to the right person, all based on behavioural patterns and recipient preferences. Read more about automated mailings here.

Wrapping up

After all, it's no wonder that email marketing is a successful channel for many brands. The method not only strengthens your brand, but also allows you to create a deeper relationship with your customers, through personalised messages and customised offers.

You have the opportunity to reach the right person at the right time to generate additional sales. Now it's time for you to set a plan and start typing!