Persuasive calls-to-action have been the cornerstone of response marketing since its inception. For years, “generating a measurable action” was a key distinction between response marketing and brand-building or awareness-generating communications.
Digital marketing has influenced this philosophy. Many communication elements now need to achieve both objectives. Today’s marketers are often expected to create a positive brand engagement while driving action. Serving multiple masters isn’t an easy challenge with the average human attention span estimated at 8 seconds. Additionally, marketers must compete with a number of messages on any given web page to drive engagement and action.
Writing effective calls-to-action is likely one of the key differentiators that will define whether marketers win or lose in the digital landscape. Furthermore, marketers have increasing pressure to demonstrate the return on investment of various campaigns and channels. An effective call-to-action is one of the key mechanisms to ensure results are attributable to a specific communications campaign or element.
The following article, originally posted on Hootsuite, is a great resource and provides comprehensive advice on considerations and recommendations on developing effective calls-to-action. Give it a read to identify some ways your organization can enhance and test calls-to-action.
Do you recall the last time you were compelled to sign up for a free one-month trial or download a guide? Remember that?
That was an effective call to action, or a CTA.
A good CTA can do wonders in the marketing world—it can drive more visitors to your content, generate sales, and increase leads and conversion rates.
What is a CTA?
A CTA prompts the reader to do something—sign up for a subscription, download an e-book, attend an event, click for more information, and so on.
Where does a CTA live? A CTA is most commonly found at the end of blog posts or the bottom of a website page, but they can also be sprinkled throughout a site or included in social media messages.