What is a CTA? A Guide to Call-to-Action in Marketing

In the world of digital marketing, there is one key thing that will engage your audience unlike anything else. The Call To Action, commonly abbreviated to CTA, is one of the most important things that will drive results. Let's show you everything you need to know.

What is a CTA?

A Call to Action is, very simple; it’s a concise and compelling prompt. It should encourage your audience to take a specific action, whether it's signing up for a newsletter, downloading a resource, sharing content on social media, or making a purchase. A CTA is a pivotal bridge between your marketing message and the desired outcome.

Why Are CTAs So Important?

When we define a Call to Action, we also need to look at why CTAs are such a critical catalyst that can transform a passive viewer idly scrolling on a website into an active participant. Why are CTAs so important?

They Guide the User

ACTA will guide the user on what steps they should take next. A CTA should be the stepping stone that helps visitors navigate the website or content effectively to the next stage.

They Drive Engagement

A CTA is designed to encourage users to engage with your content and your brand, such as interacting, sharing, commenting, or participating. A CTA is not just about encouraging someone to buy something, but it's to get them into the community of the organization.

Boosts Conversion Rates

An effective CTA is critical to boosting conversion rates. During the sales funnel, a website visitor can become a lead with a well-crafted CTA. The Call To Action should provide a definite ending to what the visitor has just gone through and doesn't implore or force them, but encourages them to take the next step.

Enhances User Experience

A CTA can offer relevant content or actions at a pivotal moment. When done with personalization, and links inherently with the brand and/or product the content was discussing, this personal touch can increase satisfaction and brand loyalty.

Measures Success

A CTA will provide insight to gauge how successful your marketing efforts are. A CTA can link to purchases and forms. Tracking the clicks from the CTA to a form or product can ensure you understand if there is a mismatch between the CTA and the content itself.

What Types of CTAs Are There?

A CTA comes in many different formats. Some of the most common types include:

• Text-based CTAs, which use short, simple, and compelling phrases that encourage specific actions. For example, "Sign up today," "Subscribe now," or "Learn more."
• Button CTAs, which are distinct and eye-catching components typically at the bottom of the page. For example, a button at the bottom of your content saying "Request a quote," "Buy now," or "Learn more."
• Image CTAs, which entice users with eye-catching visuals and are commonplace in social media marketing and email campaigns. An image of a product or service with a "Buy now" or "Learn more" overlay is a very common usage.
• Form CTAs, which encourage users to fill out a form to access content or subscribe to an email newsletter. Get your free trial, request a demo, or download your eBook, our common CTAs associated with filling out a form.
• Hover CTAs, which will appear when a user's mouse cursor hovers over a specific type of content. It can provide additional information or options without cluttering the website content.
• Social sharing CTAs, which is a type of CTA that will encourage users to share content on a social media platform. A written example would be something like "Share this post," but at the bottom of blogs, you will often see the icons of the corresponding social media platform, such as an "X" for X (formerly known as Twitter), the "F" for Facebook, and so forth.
  
  

How Do You Create Effective Calls to Action?

When creating a CTA, you need to consider some of the following factors:

• Action-oriented language, such as "Start your free trial," "Buy now," or "Try it out today," which all implore a consumer to take some form of action.
• Clarity and conciseness. A reader should understand what is expected of them and nothing more.
• Highlight the benefits and explain what users will get by clicking, such as "Save 60% today" or "Unlock your exclusive content now."
• Visibility is crucial because a CTA should have contrasting colors, button styles, or fonts to stand out.
• The right placement is also important because it should be in a place where users are most likely to take action, for example, at the end of a page or above the fold, which is the upper half of the webpage. The right layout is critical for every aspect of your website, especially your CTAs.

What Can You Do to Make CTAs More Compelling?

If we want to persuade our customers to engage with our brand further, we should consider the following concepts:

• Curiosity with CTAs, such as "Discover the secrets," which can pique users' curiosity.
• Trust signals, such as “Checkout Securely”, can ease many customers’ concerns, especially when engaging with new businesses.
• Social proof, which is a phenomenon where people follow and copy the actions of others. A CTA such as "1,000 customers can't be wrong!" can be very useful.
• Leverage FOMO, the fear of missing out, by highlighting exclusive content or offers that you can only get by clicking on the CTA.
• Create urgency by using limited time offers to encourage instant action.

A CTA seems so simple, but it can be a complex part of marketing. Knowing what a Call to Action is and using it properly can help persuade your customers to take that next step in the conversion process.

We Can Help with CTAs and All Your Digital Marketing Needs:

With so many different aspects of marketing to understand, the right resources can be invaluable. At PMI, we are in the business of helping you harness the power of online marketing.

Contact us today to learn more about CTAs and other aspects of digital marketing that can move you ahead of the competition!