A Call-To-Action or CTA is a marketing term to describe a banner or a button on a webpage that encourages a customer to act by either submitting their email address or filling out a form. They are used as part of a marketing strategy of getting a customer one step closer towards purchasing your product or service.
In marketing, it is a term commonly used when speaking about what content strategy your business should employ in bringing in customers by literally ‘calling them into action.’
Online, the most typical example of a CTA is when a website prompts the visitor to do something such as; ‘Download’ , ‘Subscribe’ , ‘Click here’ or ‘Register Now’. Thus starting a conversion cycle. All content strategies must include a strong CTA as part of their online marketing plan.
A strong CTA is essential to the success of your website. Without which your website’ goals will not gather customer information that may potentially lead to a purchase.
A great content marketing strategy has clever, convincing and enjoyable CTA’s that users trust and want to choose (tweet this) . Take a look at your favourite websites, can you identify the CTA’s? If so, what are they doing it right?
- They must involve great design. A tiny dull ‘click here’ button is simply not enough. They should be large, eye-catching and have colours that contrast the background web design, making sure your visitors are able to find it.
- Eye-catching copy. What makes your CTA different than the millions of others out there? Placing a ‘register here’ button won’t make your web visitors rush to click. They need to be enticed. What better way to do that is with some powerful well written and attractive copy.
- Be clear: Nobody likes clicking on a link that has ambiguous consequences. Make sure your CTA tells the customer where exactly they are going to (landing page).
- A great Landing Page. Once clicked the customer should be brought to a specific landing page that can be measured by your analytics to see your conversions.
Lastly, CTAs are a measurable and proven successful way to gather data on your potential clients but this doesn’t mean that once you have your customer details you are now invited to spam. Following up your CTAs with interesting and informative content, as part of your overall inbound content strategy, is essential to their continuous success.