What is a Call-To-Action, and why do you need a CTA in your communications?
A Call-To-Action, or CTA, is a statement that encourages your audience to take a specific action, like clicking a button or making a purchase. But why do you need a CTA in your online content? It’s a critical component of any communication strategy, whether you're creating an email, a landing page, or a social media post. A CTA can help you drive conversions, increase engagement, and ultimately achieve your marketing goals.
We live in the digital age, so your business needs effective communication strategies to engage and connect with your target audiences. I’ve discussed some of these strategies on Rosebud Social before, including effective uses of captions, hashtags, and Instagram Stories. In this blog, I’ll take a deep-dive into what a CTA is, why it’s essential, and how to create an effective CTA.
Verbal Calls To Action
A verbal CTA is a statement that tells your audience what action to take. It can be as simple as saying ‘Click here to learn more’, or ‘Buy now’. Verbal CTAs are usually used in videos, webinars, and podcasts, but they can include “Visit the link in my bio” on Instagram or “Keep reading for …” in a blog. They are a powerful tool to drive engagement, easy to implement, and can be used in a variety of content formats.
When you craft a verbal CTA, be clear and concise. Use simple language that is easy to understand and avoid any jargon or complicated terms that could confuse your audience. Your CTA should be focused on the benefit to the user, and you should create a sense of urgency to encourage them to take action. Limited time pop-up offers on clothing sales, for example, are verbal CTAs with manufactured urgency – and they’re very effective!
Testing CTAs
Not all calls will convince your reader to take action. Creating a CTA that resonates with your target audience takes time and effort, and testing and reworking your CTAs is essential to achieve success. Tracking metrics such as click-through rates and engagement can help you understand how effective your CTA is at moving your audience to action.
When creating your CTA, consider the tone and language you use, the placement of the CTA, and the design of the CTA button. Using action-oriented language, such as ‘Buy Now’ or ‘Subscribe Today’, can help increase click-through rates. Featuring your CTA in a prominent location on the blog, post, or landing page makes it more visible and increases the likelihood that users will click it.
A Word About Website Pop-up CTAs
Pop-ups are a highly-debated form of CTA. Some people find them annoying, but they can be effective in capturing your audience’s attention and encouraging them to take action. When using pop-ups, it's essential to be mindful of the audience experience and ensure that the CTA is relevant and valuable to them.
A well-crafted CTA can be a powerful tool in your marketing arsenal. Using verbal CTAs, testing and reworking your messaging, and considering the user experience will put you on the path to creating a CTA that resonates with your audience.
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