Marketing has changed a lot over the past few years, right? But some aspects of marketing haven’t changed much over the years. And that is how to use a compelling call to action (or CTA) in the content you are creating.
We get it, and it can be frustrating.
Every week, there’s a new feature available on platforms most of us are already using. And, every month, there’s a new platform altogether that blogs and other online articles call the next big thing.
So here’s the deal, we can always be chasing the next big thing, or we can learn to maximize what we are already doing.
What is a Call to Action?
Definition. In marketing, a call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as “call now,” “find out more,” or “visit a store today.” (via Wikipedia)
Now knowing this, are you using them effectively in your content? Even though we like to believe we don’t want to the ‘told what to do — the truth is most humans need that. This is why you must use calls to action in anything you produce for business.
Examples might include;
- comment for more info
- swipe up for access
- download now
- connect with me
- visit this website for more info
.. and the list goes on.
A CTA’s primary goal is driving potential customers to take a specific action that’s relevant to them. As we know, potential customers or clients often need a slight warming up. We don’t necessarily want to send them to a BUY NOW without having delivered some value and, depending on your business — started to form a relationship.
How do you Write an Effective Call to Action?
Before you start throwing a CTA on everything (especially the same one!), consider your goal. Are you;
- Wanting to grow your list?
- Want the prospect to check out more info?
- Taking a potential customer through a buying process?
Once you have determined the goal, your CTA will (or should) come effortlessly.
The best call-to-action phrases are brief and use strong verbs.
These CTAs speak directly to the person. Instead of weaker call-to-action words like click here, a compelling call-to-action example will use more specific terms that speak directly to your desired outcome:
- join our Facebook community
- swipe up for more information
- contact me via messenger
Think about the last time you signed up for something — or bought something. What call to action caused you to make that purchase or download an app? In many ways, we have become so accustomed to these CTA’s that we don’t necessarily realize them anymore, but they continue to have us take action.
The more information you can provide your potential customers with your call to action, the better it will be for everyone involved. You can tell your audience what to expect when they click on a link or message you, and you can help stop the wrong users from connecting. Those who are meant for you will follow — those who aren’t will keep scrolling (and that’s OK!)
How are YOU using CTA’s in your content? Which ones are you finding to be the most effective? Comment below. We always love hearing from you!