There are many different things that make up a successful marketing campaign but one thing that is often underestimated is the call to action, otherwise known simply as the CTA. It is important to remember that the call to action has a lot of impact on the success of your marketing campaign, which is why you should always include at least one.
So, what is the purpose of a CTA? Well, it is basically a way to encourage or appeal to your audience to take some sort of action, the purpose of which is to improve your conversion rate. We all click on CTAs every day without even realizing we are doing it. Some of the common ones you will come across on websites and posts include:
- Download now
- Call us today
- Click here for more information
- Add to cart
- Free trial
- Buy now
To the lay person, these are just part and parcel of the structure or content of a marketing piece or website. However, to a marketer, they are amongst the most crucial words on the page, as they appeal to the reader to do something that will benefit the business and help you to achieve your goals.
The key benefits of using a call to action
Without a CTA, your content is simply information. Once you add a CTA it becomes a marketing campaign that is designed to invoke a response from readers and boost your business. There are many ways in which a good CTA can benefit you when used in marketing content and your website. This includes:
- It turns your content into marketing content
- It encourages readers to take action
- It helps to improve your conversion rate
- It helps you to achieve your goals and objectives
Trying to create a marketing piece without a CTA is like asking someone to contact you and not providing any contact details – pointless. This is why you need to ensure that you always use CTAs in marketing and that you make them strong and enticing.
Some basic advice on using CTAs
You may feel that CTAs should be kept to a minimum when it comes to marketing. Well, it’s actually completely the opposite. You should aim to use multiple CTAs – the more there are, the better the chances of your readers responding to one of them. You should also make sure you use CTAs on every page of your content. In addition, make sure you make them prominent wherever they are used. There is no point using CTAs if they are hidden away and will most likely be overlooked.
The other thing to bear in mind is that you should make your CTAs attractive and enticing. On websites, CTAs generally come as colorful buttons that stand out on the page. The key is to make your CTA not only visually appealing but make it pop so it is certain to get noticed.