CTA, or Call to Action, is a digital marketing tool that companies use for many reasons – to build a customer base, turn website visitors into their paying customers and increase sales.
A CTA is a small piece of content directing an online audience to click a link. After clicking it, they arrive at a landing page where they learn more about the company and brand and make a purchase.
Call to Action often appears as a banner, pop-up box, or call-to-action button on a website.
A Call to action is meant to:
Build a customer base: By directing people to the website, companies build brand awareness and get more people to learn about their products.
Make a sale: A CTA is an excellent part of a sales funnel—it is a digital marketing strategy that begins with creating interest in a company and leading to a sale. Effective CTAs have a high conversion rate; conversion rate is the number of unique visitors doing what a CTA asks.
Generating leads: Businesses use CTAs to identify their perfect target audience and generate leads—potential customers who have a general interest in company’s offering and are likely to purchase in the future.
In marketing campaigns, you can use Call to action across websites which your target audience visits. Make sure there are CTAs in different sections of the website, including those in blog posts too.
Use your email list, and send out an email blast with CTA placed inside to your subscribers. Social media is an ideal place to include CTA in sponsored ads you run on Facebook and Instagram.
“Buy now!” is the simplest example of a CTA, and you have probably seen it too many times so far. The more information you can give potential customers, the better CTA is for all parties involved. Let your audience know what to expect after clicking on your ad.
Catchy and concise
The best call to action is the one that is catchy, concise, and leads the audience to your website.
The whole strategy and idea behind a Call to Action are to convince people to do something. Use authoritative language like “Shop,” “Click,” or “Join.” Facebook has numerous suggestions that work for different types of ads. You can choose between – “Learn more,” “Contact Us,” “Book now,” “Apply Now,” “Send a message,” and many more.
Have you heard of FOMO?
A sense of urgency is a fantastic way to make people react; for example – “Limited time offer. Buy before it’s late”. Using a ticking clock with a promotion makes the fear of missing out, also known as FOMO, an effective marketing strategy.
Create a value proposition that benefits people, like lower rates or saving money.
Remember, when you create an enthusiastic CTA, your audience will react enthusiastically too. Try with a CTA like “buy now and get 50% off!”
Keep your CTA’s always fresh, just like with your ad copy. A good, old A/B test is a great way to identify which Call to Action brings you clicks and which one gets you frowns.
