In every piece of content that you publish, you need some kind of purpose. Usually, the purpose should be to move (or even inch) the customer towards the next customer stage.
Remember, the customer stages for your restaurant are below:
- First time customer
- Return customer
- Loyal customer
So if you really want to get your message correct, you want to also make sure that your call to action resonates with the audience that you are talking to. For example, you don’t want to say “Reserve Your First Table” to someone that is already a First time customer, Return customer or Loyal customer.
You only want to say that to people that are unaware or aware of your restaurant, especially those that have been thinking about going to your restaurant already.
Call to actions also vary depending on what you want the customer to do. Here are a list of actions that restaurants typically want customers to do:
- Make a reservation
- Write a review
- Claim a coupon
- Get updates via our email club or text message club
- Join our birthday club
- Inquire about catering
- Inquire about franchising
Notice that all of these call to actions usually get someone to do something that builds the business.
When you incite a call to action, you typically want it to lead to a place where the person can take that action. For example, if you want a customer to claim a coupon, there should be a call to action button that says “Claim A Coupon” which gets them to a page where they can sign up for a coupon.
The same goes for the other calls to action. Each one should lead to them to a place where they can sign up for something so they can get information on how to take the next steps towards what they want and what you want.
So, what call to action are you going to put in your next piece of content?