One of the most successful and cost-effective online marketing tactics that you can use is content marketing. The reasons for this are straightforward: content marketing may help your marketing efforts in a variety of ways, from increasing brand awareness to increasing conversions. However, without the right use of calls-to-action, few of these outcomes are attainable (CTAs).
What is the definition of a call-to-action?
A call-to-action is a short phrase that encourages readers to do a specific action, such as signing up for an email newsletter, sharing a blog post on social media, leaving a comment in the comments section, or downloading anything (such as an ebook or whitepaper), to mention a few examples.
Even if your readers are interested in your brand, they won’t know what to do next if you don’t include a CTA. In some ways, placing a CTA at the end of your post is like giving your readers a gentle prod in the right direction. However, in order for your direction to be followed, you must create an incentive. If you want them to contact you, for example, the CTA should state why you want them to do so, whether it’s to gather more information or to set up an appointment.
Although CTAs are typically put at the end of material, they can be utilised multiple times and at various locations within the content. Some websites, for example, will use pop-up CTAs. While this method ensures that visitors see your CTA, you risk aggravating them by interfering with their ability to read your content.
Another possibility is to utilise CTAs that slip in. When readers scroll down to specified spots in your text, these CTAs appear. If the CTA’s position is related to the text it’s adjacent to, they can be quite successful. Not to add that it won’t obfuscate your material, so readers may simply disregard it and continue reading.
Creating a Persuasive Call-to-Action
The mere presence of a call-to-action will not be enough to persuade your readers to take action. You’ll have to work hard to create CTAs that are both compelling and convincing. The following are some pointers to consider while creating a compelling call-to-action:
Keep your CTAs short and to the point – they shouldn’t be more than a phrase or two in length. It should advise readers to take a certain action and present a compelling argument for doing so. If you try to incorporate anything else, your readers will become confused or distracted from what you want them to do.
Make your CTAs stand out – Even if you’re utilising an in-text CTA at the end of your content, a button CTA should be placed below it. When scanning material, button CTAs are significantly easier to spot, not to mention click on, for mobile consumers. In addition, utilise.
To help raise your CTA click-through rates, use simple and clear terms that excite action, such as “download” or “contact,” as well as words that incite urgency, such as “now” or “today.”
Use landing pages that correlate to each CTA – Make sure each CTA has a landing page that corresponds to it. If the offerings or wording used aren’t consistent, readers may become confused, which can lower your conversion rate.
A powerful call-to-action is a crucial component of every successful content marketing campaign. Contact Envision IT Solutions today for more information on how to include a successful content marketing plan into your online marketing campaign.
There is no such thing as a one-size-fits-all answer when it comes to calls to action. You can’t just slap the words “Click Here” on a red button and stick it everywhere on your site where you want visitors to click and expect to start getting leads and customers.
CTAs (calls to action) are a little more complicated than that. You have several audiences visiting your website — visitors, leads, consumers, promoters, and so on — and you want each group to do something different.
The 8 Different Types of Call-to-Action Buttons for Your Website
1) Obtaining Leads
Calls-to-action, first and foremost, are critical for generating leads from your website. Because these CTAs are intended to convert visitors into leads, you should post them wherever on your website where there is a high number of new visitors.
The most common location for these types of CTAs is on a blog, where they can be seen at the conclusion of posts, in the sidebar, or even as a floating banner in the corner. These CTAs must be eye-catching and clearly express the value of clicking on them; visitors should know exactly what to expect when they get at the landing page the CTA directs them to.
2) Filling Out the Form
Once your visitors arrive at your landing page, they must complete a form and click a button to submit their information to your contacts database before they can be registered as a lead.
You don’t want your visitors to fall through the cracks with a subpar submit button when they’re so close to being a lead. As a result, it’s critical to replace your “submit” button wording with something more actionable and relevant to the marketing offer for which they’re about to commit their information.
See how much more actionable and engaging the lead capture form and button below are than a “submit” button?
3) Button “Read More”
You probably don’t want to show the entire piece on the home page of any area where you display a stream of information — your blog, your customer case study page, or even your press newsroom. Use the opening few paragraphs of your content on your homepage, followed by a “read more” CTA, to get visitors to click on individual topics.
“Read more” buttons ensure that your interesting posts get the stats they deserve, in addition to allowing additional content to be presented on your homepage feed. People will have to click over to read any post instead of scrolling down on the homepage, ensuring that the post, not the homepage, receives credit for its own traffic.
4) Discovering a product or service
When someone visits your website to discover more about your organisation and the services it provides, you want to make it as simple as possible for them to do so. After all, it’s your goods and services that keep your company afloat. Simple text on a button can work just as well as elaborate visuals, as long as the button stands out sufficiently against the background.
5) Use of Social Media
A call-to-action that encourages you to share a piece of content with your friends is one of the most basic sorts of calls-to-action. Visitors, leads, and customers can engage with your company in a low-commitment way by using social sharing buttons. As a result, make sure to put them in locations on your website where it makes sense, such as blog articles and landing pages.
However, don’t just slap them on everything. You wouldn’t want to do it.
6) Nurturing Leads
So, what happens if a lead becomes a customer but isn’t yet ready to pay for your goods or service? You need to tempt them with a different type of offer, one that is more linked with your product offering than a standard top-of-the-funnel marketing offer.
Consider product demos, free trials, or free quotations as examples of the type of offer you should advertise using a lead nurturing CTA. These CTAs should be featured in places where you know a lot of leads go, such as a smart CTA option in a blog article or an offer at the foot of another marketing offer’s thank you page.
7) Bringing the Sale to a Close
And once you’ve completed all of your lead creation and nurturing, it’s time to get down to business and convert those leads into clients. This CTA will be particularly sales-oriented: you want potential customers to want to buy your goods or service right now, in this moment.
You may use clever CTAs at the conclusion of blog entries, but you should also consider putting them on product pages, as potential consumers may want to perform one more bit of research before making a purchase.
8) Promotion of the Event
If you’re hosting an event, whether online or in person, it’s obvious that you’ll want people (and a lot of them) to show up.
Use a call to action (CTA) for event promotion to assist improve awareness of the event or perhaps drive ticket sales. The best aspect about this form of CTA is that you can position it in a variety of places depending on which element of your audience you’re attempting to persuade to attend.
Customers could like it if you put this on their login page, dashboard, or even the page where you give them a receipt. You could also include this CTA in your blog sidebar if you’re looking for leads. The options are limitless.
CTAs can take a variety of forms, including:
Buttons on a website
Buttons for sharing on social media or by email
The text utilised in most cases provokes a certain response from the site visitor. “Buy Now!” will, for example, show on product listings or sales sites. The copy can be as short as two basic, actionable phrases, or it can be slightly longer, producing a sentence with emotive urgency to evoke a desired response. Here are several examples:
“Watch now” is a straightforward and effective call to action for video content.
“Secure your seat by registering today!” – a longer version On sales sites, there is a call to action for paid webinars.
A few pointers on how to make the finest CTA
Here are some pointers on how to improve your copy’s CTAs:
Keep it concise; never use more words than are absolutely necessary.
Incorporate a sense of urgency to entice me to perform the action you wish.
Keep them relevant – if you give me a CTA that makes sense, I’ll probably take it.
Don’t let nervousness or perplexity impair your decision-making process.
Focus your CTA on your client – in order to elicit the desired action, your CTA must eventually solve an issue that your consumer is experiencing.
Always consider how your call to action will appear on mobile versions of your content. Think of it as a’simple click’ to get satisfaction, with no unduly involved finishing process.
Remember to A/B test – CTAs are excellent copy assets to test to determine which one generates the most conversions.