Let’s not beat around the bush. Instead, let’s come to the point straightaway- how to grab the attention if your potential customers? Or to be more precise – how to grab their attention to convert them into actual leads? This is exactly where the power of CTA (Call To Action) lies. With a well-planned, well-placed, well-written CTA marketers can actually increase their chance of attracting target audiences and converting them to LEADS.
In lay language, CTA is typically a marketing term that relates to that most important step that a marketer may want to leverage to grab the attention of their target audience. Technically you can place your CTA anywhere within your website, blog post, newsletter or practically in all if your marketing collateral.
It is all about resorting to high-quality digital marketing services which can help a company’s website and digital resources benefit from its marketing efforts. Leaving CTA out of your digital marketing strategy would therefore be a costly mistake as they are essential in directing your target audience to take the next step in the entire customer journey or sales funnel.
Examples of Traditional Call to Action
Many of these are advertisements from magazines inviting readers to sign up for or renew their subscriptions.
Magazine of Sales and Marketing Management
So, if you’ve been waiting for the right moment to take advantage of this chance, it’s finally here. Grab your free issue today.
Taste your SUCCESS! Fill out the form at the top of this letter and I’ll give you the next issue of SUCCESS for free.
Isn’t there anything exciting here?
However, to be honest, those were some of the more inventive ones. Many of them go something like this:
Do mail your acceptance to me today.
Think no more, act now. You’ve already paid for the mail, and you’ve got nothing to lose but a beautiful garden to gain!
SEND NO MONEY NOW! But please mail your card today!
So, if you want to gain information, have a rewarding trip, and benefit from a future perspective, mail the included card today!
Do you sense a pattern here?
Because the final instruction to a reader is generally a call to action, it makes sense that the instruction for similar products is largely the same.
When it comes down to it, each of these periodicals requires subscribers to mail an “included card” to receive a subscription.
It wouldn’t matter how well-written the remainder of an ad’s copy was as if it didn’t have that direction. Even if a receiver enjoyed it, the campaign would be a waste if they didn’t know to mail the card to subscribe.
Traditional Techniques Adapted for Digital Formats
When marketers first began using digital channels to reach clients, it seemed logical to simply repurpose their print campaigns in a new format.
Why would they waste time rewriting and redesigning something that already worked?
That’s why some of the first digital marketing efforts and their call-to-actions looked exactly like old direct mail ads.
This may appear dated and spammy in today’s world.
However, it checks all the boxes based on the three calls to action factors we discussed earlier:
- No obligation: “TRY” is in upper case; the email offers a full refund.
- Usability: Readers are directed to click “Subscribe Now.”
- Immediacy: Copy includes the phrase “right away,” and the CTA button uses the word “Now.”
This strategy, once again, may not be viable today.
However, the fact that many early internet advertisements looked a lot like their print counterparts wasn’t always a bad thing.
Consumers were used to receiving direct mail advertisements, so keeping the content the same made the transition to digital easier.
They were previously accustomed to this type of copy; the only difference was that instead of doing a more sophisticated action, they could now click a button.
When consumers are instructed to “click” instead of instructing them to send a direct mail, it works better.
CTA “try it free for 21 days!”, for instance, presents an opportunity to start something new without the burden of a request to make a purchase right away.
The underlying premise is that by addressing readers’ worries and removing all barriers to action, you may give them the impression that there’s no reason not to test a product or service. This, in principle, enhances the likelihood of potential customers acting.
Writing a Call to Action: Copywriting Techniques for a Successful CTA
From the early days of digital marketing, we’ve come a long way. Still, many traditional marketers’ general approach to print advertising can serve as a starting point for generating great online copy.
They can be even more effective in achieving outcomes when paired with all the benefits of digital marketing.
So, with that in mind, here are five ways you may boost your online campaigns by employing a classic marketing mindset.
1. Emphasize the low-risk aspect
The first of the three common characteristics in old CTAs was a focus on the customer’s absence of duty or risk.
This makes great sense from the consumer’s perspective. The less you stand to lose by performing an action, the more comfortable you will be with it.
This principle hasn’t changed much as the marketing industry has evolved. Consider the following CTA for Amazon’s Prime Video service:
Many consumers will test the service just because it offers a free trial. However, this call to action emphasizes that users can sign up “risk-free” and “cancel at any time.”
If a visitor has any reservations about signing up for the service after first arriving on the website, these details can help them relax. Users who are concerned about forgetting to cancel at the conclusion of the 30-day period will likely find the knowledge that they can cancel at any moment appealing.
2. Try to be clear
You can have the most exquisitely designed landing page in the world, complete with amazing visuals and a flawless advertising plan for attracting visitors.
However, if the copy on that page doesn’t explain why visitors should act, it’s pointless.
The copy is what interacts with visitors and persuades them to act. It accomplishes this by describing the benefits of doing so.
Of course, there’s a lot of space for imagination when it comes to marketing text. Even the least “exciting” products can be made to sound engaging by an adept copywriter.
However, when writing your CTA copy, keep in mind to be as specific as possible about what you’re selling.
Innovative copy is excellent for livening up a page and attracting the attention of visitors. It’s detrimental, however, if it causes any uncertainty about what that page is promoting.
As a result, the most effective CTAs are simple.
3. Emphasize Immediate Advantages
As I’ve previously stated, one of the most significant advantages of digital marketing over its traditional predecessors is the ability to provide rapid gratification.
Within seconds after their conversion, you may provide your customers with downloadable information, tools, and premium services.
Of course, not all industries are as basic as others. SaaS companies, for example, can provide immediate access to their entire offering, but ecommerce shops and service-based enterprises usually require some time.
4. Use Secondary CTAs
You probably noted that the instances of rapid satisfaction in the previous section weren’t for those companies’ main products or services.
That wasn’t an oversight.
Although your site was probably built with one specific, high-value action in mind, it shouldn’t be the only option you give consumers. You may like for every one of your visitors to make a purchase right away, but this is unattainable.
And by limiting your website to just one call to action, you’re effectively giving your visitors an ultimatum: either take that action or go.
5. Establish trustworthiness
Many digital advertising networks now provide advanced targeting capabilities to assist advertisers contact people who are most likely to fit their target demographic.
This enables businesses to focus their marketing efforts on website visitors who may be qualified leads or consumers. It’s a huge advance over old alternatives, which were often limited to the target audience of a specific TV channel or radio station. However, that old-school marketing strategy had one advantage: name recognition.
After example, commercials on a local radio station are likely for businesses within a 20-mile radius of you, so you’re more likely to know about them than the firms advertising to you on Facebook today.
It’s vital to keep in mind when creating ads for digital platforms that even members of your target demographic may be unfamiliar with your brand.
And you just have a short period of time to establish your trustworthiness. Even if you’re promoting a free trial or another low-risk offer, you must demonstrate to your audience because they should trust you enough to take that risk.
Although marketing has evolved significantly in recent years, the end goal has stayed the same. You must persuade customers to take action.
CTAs are critical to achieving this goal. As a marketer, how to write effective ones is essential.
As one of the most sought-after digital marketing company in Kolkata we can vouch on the significance of CTA in grabbing your customer’s attention and in making them to take the next step. CTA also boosts the stickability of the content piece which us again essential to Boost SEO Ranking.