Even if you’re not familiar with the term “call-to-action” – or CTA – you’ve probably seen one today. In fact, you’ve possibly engaged with one this week. In the simplest terms, a CTA is a snippet of content that asks its audience to do something. In a marketing context, a CTA is used to convert a site visitor into a qualified sales lead. While you’ll frequently see them in a written format, you’ll also hear or see CTAs in video content.
You can implement CTAs in a variety of places. That bold tagline you see at the top of most websites’ front pages with a button? That’s a call-to-action. That prompt to subscribe to a blog at the end of the post? That’s one too! A CTA is effectively the deal-closer of any piece of marketing or advertising. It provides the instruction and the means for its target to do what the marketer wants.
The great thing about calls-to-action is that they have a variety of uses. CTAs can be used to drive a range of different actions based on your content’s goal. The purpose of a CTA could be something as direct as asking a visitor to make a purchase. One-click on the “Buy Now” button, and that’s a sale. However, this type of CTA isn’t enough on its own. It’s crucial to build customer engagement first. Below, we’ll look at five CTAs that can help drive those critical conversations.
As mentioned above, a “Subscribe” CTA is a fantastic way to ensure frequent engagement. Instead of committing someone to a purchase, it offers a way for them to receive updates. This CTA creates an ongoing relationship between you and a potential customer. Now, you can guarantee regular engagement with them unless they unsubscribe.
You’ll also be able to track their interactions with your content, further qualifying them as a lead.
Social media is a prime location for starting organic, word-of-mouth conversations. If someone shares your content, it will expose you to people who may not have heard of your brand before.
You’ll rarely share long-form content in its entirety on social media, so a CTA is a must. Part of your marketing strategy should include informative content. These posts are the ones you’ll want people to share as they demonstrate your expertise. Some people will share great content of their own volition, but most won’t unless you ask them!
We explore the changing buying behaviours of customers.
As part of your marketing strategy, you’ll need to portray your company as an industry authority. The best way to do this is by creating in-depth resources and content, like ebooks and guides.
This type of content will take a good deal of effort on your part to produce. Fortunately, you won’t be giving away something for nothing. A snappy call-to-action can ask people to submit their email address in exchange for your standout resources. You can ask for more than just an email address, but it’s not a good idea to ask for too much information.
This kind of CTA is excellent for two reasons. Firstly, if someone provides their email for an informative resource, that’s a sign of a quality lead. Secondly, if they agree to subscribe for your resource, that’s a guarantee of future engagement!
What better way to start a conversation than asking a question? This CTA could be as straightforward as a social media post. Ask a question online and let the readers of your post create their own organic discussion. Additionally, you could pose a question on your website with a choice of clicking yes or no.
People like having their opinions heard, and feedback is great for business development. A CTA that asks people what they think about your brand or products shows you care.
If people are delighted with your offering – excellent! Use the opportunity to thank them, pursue follow up business, or ask for referrals.
Even if the feedback is negative, you now have a chance to make things right. The right response can actually do wonders for your reputation. Remember, if they’re still engaging with you, there’s still opportunity in the conversation.
We share some PR tips for handling a poor customer review online.
It’s difficult to define the perfect call-to-action because the language you choose will depend on your brand. However, there’s one thing all successful CTAs have in common.
A call-to-action should be authoritative and definitive. When the language is clear and concise, your audience gets a clear directive. If you tell them precisely what to do, they’re much more likely to do it.
Speak to a SYNC consultant to learn more about emerging trends in PR and marketing. Drop us an email at hello@syncpr.co
This article has been updated on 11 June 2020
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