A Call To Action CTA is why you click. Have you ever seen an email or an ad, and it is so convincing that you clicked on it when you had no intention of looking? That is a killer call to action. As a business owner, that is the response you want when someone sees a piece of your digital marketing materials.
A call to action (CTA) refers to any type of digital marketing copy designed to prompt an immediate response or sale. It is the end part of an advertisement that tells your target audience what they should be doing next. Think of it as the final instruction to the reader. The most direct example of a CTA is “buy now”.
Before creating the CTA, determine what goal you are trying to achieve. Do you want more subscriptions, increase sales, or for them to read another content piece? Once you know what you want, then you can decide how best to do it.
When creating a campaign and the call to action, above all, make sure that your target audience is getting what they are expecting. First, assess what do they want and what can I give them.
Start with the message creation. They came to you and your company looking for a service or product. The message you create must match the advertising. When you tell them to come here to do this when they get there, deliver what you promised.
You are the tour guide leading them down a path, use language that will provoke enthusiasm or emotion. Be clear and concise in your message.
Give them good information but hold a little back. Make them click to learn more or download the white paper. It is a balance of giving information, but not giving it all away upfront.
FOMO is a real emotion that is an effective motivator. It can cause someone to click to read more or make a purchase. Be specific enough so they will want to engage. People don’t want to lose out on an opportunity that may not come around again.
Your CTAs should be in the copy several times and in different ways. Make the copy fun when you can. When designing calls to action, don’t be obnoxious but give it in a way that prospectives don’t feel like they are being sold to. Good calls to action will say “call now”, “find out more”, or “buy now while supplies last”.
All successful CTAs have 3 ways for a prospective client to interact, chat, call now, or a form to fill out. Whether it is a landing page or a home page, give them options. Everyone has their own unique ways to interact. Giving the potential client the choice of how they want to connect with you offers a better user experience.
Effective digital marketing campaigns require measurement. Test multiple CTAs and use the data as a tool to mold your campaigns.
Click through rates is a conversion rate formula that calculates the number of clicks over the times the CTA was seen. What percentage of people who see your CTA convert into a lead? This is where measurements are necessary to compare and create successful campaigns.
Motivate Your Audience to Take Action
When Go McIntyre digital marketing agency sends an email about tips to improve marketing, we know our audience and we focus on giving them what they want. The target is the individual that will engage. The endgame is creating information that is engaging that your intended audience needs. Ultimately converting clicks to real leads.