Are you directly asking your audience to take action? Are you showing them the way?
Customer Journey
So you’ve crafted the perfect post, ad or website…. you’ve included all the things you do or offer, you’ve thought about your audience and what they need to see and read about your offer. You’re getting amazing engagement or traffic, so the interest is there but this interest just doesn’t seem to be converting into enquiries or sales.
So, what is going on?
Great marketing initiatives make sure the audience are taken by the hand and lead through the decision making process - from awareness to consideration through to conversion (and hopefully loyalty). For more on this process, check our our Customer Funnel “how to” here.
Calls To Action or CTA’s are a vital part of this process! They are the part which directly asks your audience to do something, to stay engaged and to take a desired action.
A CTA gives a person browsing your website or engaging with your social media etc, a prompt to move onto the next steps of their relationship with your business, whether that be to find out more, check out your product or service, ask a question, make an enquiry or to actually make a purchase.
It’s your job to make this pathway as easy as possible, so potential customers can seamlessly find exactly what they want and so they don’t become frustrated and disengage…with the end goal being more enquiries or sales.
Think about your own process when you land on a website for something you want to buy, lets say you need a new microwave. You usually land on the home page for your preferred shop, you look for the item you are interested in, perhaps by brand or you might search by category, you find one which catches you eye - it’s 20% off!…Then what? This is where you are directed (probably without even realising it) to where you should go next, usually via a button or link in some text.
Why do you need a Call To Action?
The power
of effective CTA’s
From browser to buyer
CTA’s have a specific purpose, so having a clear strategy is super important and what you create will depend on:
Your objective
Are you asking someone to enquire? To buy? To sign up to your newsletter? To follow your social media page? To go to a different page on your website for more information? Your objective will help define what action you ask for.
Platform or Placement
On a paid ad? On a social media page? On your website? Maybe even on a flyer? The placement will also define the words you use…there is no point saying “click here” on a flyer for example.
Your corporate brand identity.
Who you are s a brand will define how you communicate with your audience. What sort of language do you use? What is your tone? Are you corporate or more casual with your communications? This wil impact how you say what you say on your CTA.
Once you have these clear in your head, you can go ahead a create awesome CTA’s which make it really clear what you want your audience to do next and why you want them to do it.
What CTA will work for you?
3 Key considerations
So, in Conclusion…
If you don’t ask, you don’t get and this is where CTA’s come in!
To get your started, we have compiled a list of the most successful CTA’s in a handy downloadable “Call To Action” guide…see, we even walk the talk!