If you need to get in touch with me, my email address is Tim at inigoapp.com. All my social media profiles are also very public and easily searchable. In fact, most people’s email addresses are their first name and nobody is trying to hide their social accounts.
Nowadays, it really isn’t that hard to get in touch with someone.
And yet, people still think the main goal of a business card is to exchange contact information.
In reality, business cards have so much more potential. They can – and should – be used to explain your value and to get your audience to take the next step in the customer journey.
Pat Flynn of Smart Passive Income explains that he uses business cards, “not just to stand out and be remembered, but also to take them through a journey where I get them to do exactly what I want them to do, which is visit my blog, learn more about what I do, and subscribe to my newsletter.”
It’s this last part that we’ll focus on today. In order to get your contacts to take action, your business card needs to have a clear and optimized call-to-action.
The same rules for any CTA apply to the ones included on your business card, but there are a few points to consider when adding CTAs to your card.
Targeted Landing Page
One of the best things you can include on your business card is a link to a specific page on your website that gets them to take the next action. This could be access to a free report, a newsletter signup form or even a pricing sheet. What you direct your contacts to really depends on your business and your audience.
The key to remember for creating is good landing page is that it should be targeted. Consider creating different landing pages for different industries you work with or different products you offer. If you’re preparing for a large conference or event, create a page and an offer specific to that audience.
If you’re using paper business cards, you’ll need to create unique URLs for each of your landing pages and have different cards printed so you can track the success of each event and each page.
If you’re using digital business cards, you can easily create dozens of unique cards with different offers tailored to any prospect you might meet. Even if you’re using the same landing page at different events, you’ll be able to automatically track which contacts click on your link so you know which events or lead sources resulted in the most engagement.
Use Actionable Language
Instead of just listing your phone number, put “Call me at…”. Instead of just including a link to your LinkedIn profile, say “Let’s connect on LinkedIn.” Just like with any CTA, this added verbiage will have a surprising effect on how many people take action on your cards.
Here’s an example of an Inigo business card. Notice how every contact element includes a call-to-action:
Test, Modify, Repeat
“My number one tip for conversion is to test, test, test. I split test everything. I like to start with 2–3 ideas on what I think will convert and test them. See which one converts better. Then move forward. Then test again.” John Rampton
As with any CTA, testing and optimizing is key. You may find that “visit my website” works better than “check out my website.” Even something as silly and arbitrary as that could result in a small percent increase in conversions. Something bigger, like what specific offer works best for a specific industry, could drastically improve how your business cards convert contacts.
With a digital business card you can easily split test multiple variations of the same business card and collect performance metrics to learn what elements work best.
When it comes down to it, meeting a new contact is just another point in your sales funnel. The most important point. With 88% of business cards ending up in the trash, its likely your least successful stage of the customer journey too.
As Neil Patel says, “Every point of engagement with a customer is an opportunity for a conversion, so you’ve got to make sure that every aspect of your funnel is on point.”
By including a clear CTA and optimizing your business card you can make sure that the very top of your funnel is starting your customer relationships off right and drawing in as many leads as possible.
After all this talk about calls-to-action it wouldn’t make sense to leave this blog without one! If you’re looking for a way to create, measure and optimize digital business cards across your entire organization, start a free trial of Inigo Team today.