A Call-to-Action that converts? Here’s how you do it.
When marketing, you’re bound to have an arsenal of tools. Some tools go in-depth, like frameworks and strategies. Others are simpler; tactics that build upon the big dogs of strategy and make their aims come to fruition.
One such tool is the humble call-to-action (CTA).
The CTA is what it says it is: it’s something that calls your target audience to do something. It can be a button, a phrase—whatever gets the job done. All you need to do is to direct people to act.
It’s interesting, then, how something so simple can be compelling. A CTA can distinguish between content people consume and content that converts. Used wisely, it can be one of the most valuable tools in your compendium of marketing resources.
So what are the best ways to use the CTA?
1) Ask: Do I even need a call-to-action?
Sure, it seems a little counterproductive to ask whether you need a CTA in an article about CTAs.
But that’s the thing—sometimes you don’t need it. Placing a CTA when you don’t need it can hurt your brand as much as not using one.
While the CTA can be a powerful tool, some brands tend to over-rely on them for conversions. They think that placing one on every post or collateral guarantees a lead. But while it may reel in curious minds, it’s not necessarily a sustainable route. After some time, you might find your engagements dipping after a few weeks.
So choose your battles. In the grand scheme of your overall marketing strategy, how much will you benefit from a CTA?
Of course, this depends on the following aspects:
Your current marketing goal. If you have an overall strategy ready, now’s the perfect time to revisit it. Where you are can give you an idea of 1) what kind of CTA you need, 2) how many times you’ll need to use it, and 3) when you’ll be using it.
Your customer. When you understand your customers, it’s easier to visualize what tactics and strategies resonate with them. Including CTAs.
Speaking of customers…
Here at Prodigy, we’re firm believers in the basics. And when it comes to marketing, knowing your customer makes a big chunk of its foundation.
While you can start using CTAs without having a clear idea of who your customer is, it’s not effective in the long run. Remember: we’re talking about the best ways to utilize the CTA here.
If you need help with understanding the ideal customer, check out our previous discussion on the Buyer Persona and how it can enhance your marketing strategy.
2) Consider your platform
Once you’re clear on who you want to target, where you are in your marketing strategy, and where CTAs fall, it’s time to look at where your CTAs will appear. Renowned media theorist Marshall McLuhan said it best: “The medium is the message.”
So consider your marketing options. Will you use email? Social media posts? Billboards? Whatever it is, each platform is bound to have its own unique needs. And these needs will affect how your CTA appears.
As a rule of thumb, however, you want your CTAs to be:
Straightforward, so your audience doesn’t click off from being too packed or text-heavy.
Clear and concise, so they don’t get lost figuring out what they have to read or where to click.
Eye-catching, so they don’t overlook it while scrolling or passing by
So, where are you going to place your CTA? From there, you can move on to the next step.
Use your call-to-action to guide leads down your Funnel
While the CTA is powerful, its effects become all the more powerful when paired with another marketing tool. In this case, that tool is the Marketing Funnel.
We’ve waxed poetic about the Funnel numerous times, so if you’d like to read more about that, check this article. But now, let’s discuss how you can use the Funnel to make the most of your CTAs.
Because the Funnel provides a roadmap of your audience’s journey—from the first time they come into contact with your brand to when they purchase with you—it gives your CTAs the direction they need.
The Call-to-Action thrives the best when there are clear intentions behind them. Since the Funnel already has a set of goals (Attention, Interest, Desire, Action), just adapt your CTAs to each stage.
So are you ready to supercharge your CTA tactics? Go ahead—take that first step. And if you need more resources, subscribe to our newsletter. Enter your name and email address below.