Marketing has changed a lot over the last few years, right? However, some aspects of marketing haven’t changed much over the years at all — and one of those is how to deliver an effective call to action (CTA) through the content you are creating.
We get it, it can be frustrating when writing one… Is it too bold? Too much? Not enough?
How does one know which way to go? Especially when we’re being tempted by all these new platforms promising to be the next big thing?
Well here’s the deal, we can always be chasing the next big thing, or we can learn to maximize what we are already doing. We encourage you to stick with what you’re doing and become a master of creating valuable content while learning how to deliver an effective call to action along the way.
WHAT IS A CALL TO ACTION?
‘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. Which is why it is imperative you are using calls to action in anything you are producing 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.
The basic goal of a CTA: Driving potential customers to take a specific action that’s relevant to them. As we know, potential customers or clients often need a little warming up. Meaning, 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 DELIVER AN EFFECTIVE CALL TO ACTION?
Before you start throwing a CTA on everything (especially the same CTA!), 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 CTA’s speak directly to the person. Instead of weaker call to action words like click here, an effective call to action example will use more specific words 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.
Seriously, take a moment …
… What was the call to action that caused you to make that purchase or download an app? In many ways, we have become so accustomed to these CTA’s we don’t necessarily realize them anymore but they DO 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 let your audience know what to expect when they click on a link or message you, and you can help turn away the wrong users from clicking.
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!
