If you are a business owner, you are, hopefully, deploying focused marketing through numerous channels to find and communicate with new prospects and leads.
Those channels should include your website, informational blogs on your website; independently published blogs through direct communications means (or on your partners’ sites); and social media channels like LinkedIn for business-to-business lead generation, Facebook/Instagram for both business-to-consumer and B-to-B lead generation as well as YouTube, TikTok and more.
Clients who work with Logos know that we highly value content marketing methods, deploying periodic, consistent email campaigns to supplement your marketing channels. There is also much opportunity through speaking and presenting engagements – like digital and in-person events, including podcasts and videos – to really drive your messages and their memorability, into the consciousness of potential audiences.
No matter where or how you promote your message, every message, every website, every channel, every communication is really incomplete if there is no “call to action” (CTA, for short) prominently showcased.
For one of our clients, the CTA is “Improve Your Health;” for another it is “Experience the Easy Way to Travel.” With buttons that are “clickable” to subpages on their websites, where the reader is offered an incentive to learn more about the client’s offerings, this becomes a powerful reminder.
At the bottom of an email, for another client, the message is “Dramatically Save” (clickable) and the reader is taken to an ROI (return on investment) tool that invites the reader to insert hypothetical suppositions and estimate if doing business with the client will help the reader’s profitability. Clearly, everyone should also include a CTA on every presentation you use or make, on every email you send to generate leads and every time you have a chance to share content.
Think of it like your elevator pitch. Can you summarize in 30 seconds what you and your company provide? At the same time, call you summarize a highly focused call to action for that message?
Call to action rules and guidelines
Every call to action is different. However, there are some general marketing rules about how to deploy your CTA buttons on your website and other online landing sites, effectively.
- When creating CTA copy, use words that dynamically but warmly compel positive action. We have had good experience with “Learn More;” “Get Started;” “Register Today;” “Grab My Whitepaper Copy.”
- Avoid those phrases that are boring, overused, or can be interpreted as being less than inviting. We recommend that you avoid “Buy Now;” “Order Today;” “Submit” or “Download.”
- Ensure that the next image after touching the CTA is succinct, but clear and attention-grabbing, and then leads to an inviting information capture form or page.
- MEASURE your CTAs before final launch. In marketing lingo, we call that A/B testing. Prior to launching a subpage on your website (or the whole of your website), use A/B testing to look at its finer points like text size, placement of the CTA, colors, shape of the CTA, font and, perhaps most importantly, images. Every time you add a sub-page, use A/B testing.
- Regularly examine your statistics for your CTAs and pivot or adjust where necessary. Some of the stats we study weekly are:
- Click Through Rate (known as CTR) – this measures what percentage of visitors to your site have both seen, and clicked on your CTA
- Click to Submission Rate – following the CTA, what percentage of people have filled out a lead form
- View to Submission Rate – how many people, who saw your CTA, filled out any form on your campaign landing page
Does this feel overwhelming? Don’t worry. We can help. Logos Communications has helped thousands of clients, over our 22-year history, in effectively deploying calls to action. We can do it for you, too.
So, what’s the call to action? Improve your content marketing approach with us.