Define the Message
With the marketing campaign’s objectives determined and goals defined, marketers can revisit and refine campaign messaging to fit the approach they have selected. Refer to the “Defining the Message” section of this module for further guidance and recommendations around developing a messaging framework and getting the messaging right.
Part of the messaging is the call to action. As marketers home in on the marketing communication methods and tools they will use, each touch point should include a call to action aligned with the campaign strategy and goals. The calls to action should be appropriate to the AIDA model stage, the audience, and the tool being used. For example, as a prospective customer progresses through the sales cycle, the following set of appropriate calls to action might be built into Web content:
- Awareness: Click on a paid search ad to visit a Web site and view a product description and comparative product review
- Interest: Download a white paper outlining how a product offers a novel solution to a common business problem
- Desire: Request a product demonstration
- Action Stage: Request a proposal and price quote