Call to action (CTA) is an all-important signal to guide your audience to the next step in their consumer journey. You must create effective CTAs to ensure that progress is made. In this article, we’ll be giving you insight on how to create one that works in 2022, with examples of businesses that have found success using them.
Calling People to Take Necessary and Desired Action
Creating great content only goes so far when there’s no action to follow it up. Blog posts, for instance, can lead to more results and be of more value to your business when the person then takes a desired action, like downloading something or signing up for a newsletter. It’s no quick fix, but the audience needs to have the option - it makes things easier for them too, as they have an organic way to continue their journey with your business.
CTAs are often part of a website page, an ad, or digital content. They act as important catalysts for growth since marketers can convert audiences into leads with them. They provide your audience with the necessary pathways to help them ultimately fulfill their needs.
CTAs are one of the primary tools that help a marketer reach their goals. It is a necessary request to engage your audience further and become customers. The specific action that is used will depend on the circumstance.
Here are some classic examples:
- Subscribe: Joining a subscription service is often used for informational purposes, which often results in a customer getting blog post updates. It is effective as it results in them being added to your database.
- Sign up or Join us: You could be signing up for a free trial, an event, a newsletter, a course, or a product. This is an effective CTA for your lead strategy, as it can qualify leads accordingly.
- Download Yours: This is a CTA that often guards gated content. It is effective in that it again, separates your lead pool by interest and is a chance to offer your audience real value in their first exchange with your business.
- Try It: A free trial offer is a hook to introduce your business to a specific client. This is your chance to provide value and make an impression on highly qualified leads.
Other CTAs that are often used as spins on the above, like ‘learn more,’ ‘buy/shop/order,’ ‘find out more,’ or ‘get started.’ Let’s take a look at some top tips for creating your CTA.
Best Practices for Creating CTAs
- The key is to keep the text short (between 1 and 5 words)
- The text should ideally convey an upbeat tone or provoke emotion (like a sense of urgency to trigger FOMO)
- Be explanatory and directive in your command or suggestion
- The button itself needs to stand out in terms of the design
- CTAs needs to be well placed on the page in a place that makes sense
- Test your CTAs with analysis so that you can keep improving your performance and conversions
- A CTA is nothing without the build-up - let people know why they need or should want to take action
- Ensure your CTA deliver on its promise - it needs to be direct and fuss-free
In other words, CTAs are essential for generating and converting leads to drive growth and increase sales. With marketers moving away from vanity metrics, the effectiveness of CTAs becomes ever more important since they result in tangible results. It is important to remember that the offer for your audience needs to be compelling. The internet is, after all, filled with valuable content and offers. Be sure that yours meet expectations.
CTAs are (in most cases) a button with a link. From here, your audience will fill out a form that captures their details and provides them with the offer. Wondering where exactly you can expect to put your CTAs? Let’s touch on some examples.
Where to share your CTAs
- Website: CTAs can be featured on your website pages as hassle-free options for your audience. These are broad as they apply to whoever is on your site. They can be adapted to suit the page, for example, getting started with a trial, or registering for an upcoming event.
- Blog: Whether people find your content on search engines or by looking through your blog directly, blog posts often include a CTA at the end. Include this option for free and gated content.
- Email: One of the essential KPIs when it comes to email marketing campaigns is click-through rates. It is not enough to have good content for someone to browse - a compelling CTA can lead them to take further action.
- You can - and absolutely should - include creative CTAs in your social media posts and Google Ads.
Creating CTAs in 2022
Your call to action are the gatekeeper to your lead generation strategy. This makes them a marketer’s best friend and possibly some of the most important phrases they’ll have to create and use.
Ready to Improve Your CTAs?
Get in touch with us at Nexa. We’re a digital marketing agency that can help you create and implement effective CTAs and help you generate more leads today.