Using an Effective Call to Action to Generate Engagement

Last week we posted about using the right channels in your marketing and we had some interesting feedback from it. One of the main points of discussion was a company were sure that they were posting on the channels that their customers were visiting, but they weren’t getting any traction with their lead generation. This may have been due to the lack of an effective call to action on their content.

 

What is a Call to Action?

A CTA is a button or link that you place on your website (or in your post on Koble) in order to drive prospective customers to become leads by e.g. filling out a form on a web page, contacting you after viewing your post, or clicking on a “contact us” link and submitting their contact details.

A CTA acts as the link between the content that your potential customer is interested in, which is relevant and interesting enough to persuade them to either complete a short form or complete an action in order to provide their details to you.

 

Why use CTA’s?

When creating a CTA, you’re trying to tap into your reader’s emotion and get them to complete an action. Whether it’s signing up for something, making a purchase or sharing content, as a marketer, your goal is to influence this action. To get customers to follow through, you need use words and phrases that convince and persuade them within the right context.

Here’s where a lot of marketers can mess up. They focus on their own product or service when creating their CTA instead of the benefits the reader will get for acting on it. It’s the same issue we’ve come across with marketing in general – some companies focus more on an internal approach (e.g. “if we build it they will come”), as opposed to communicating the benefits their product or service actually can give to the purchaser – the external approach.

The scientific aspect of CTA phrases has to do with psychology and the way our brains work. We interpret various phrases differently depending on the context.

 

What Makes a Good CTA?

According to Hubspot Academy[1] a good CTA should be:

  • Visually striking with copy that compels you to click the offer
  • Brief: A couple of words is best, no more than five is ideal
  • Action-oriented: Begin with a verb like “Download” or “Register”
  • Located in an easy-to-find spot that follows organically from the flow of the webpage
  • In a contrasting color from the color scheme of the webpage, while still fitting in with the overall design
  • Large enough to see from a distance, but not so large as to detract attention from the main content on the page
  • Easy to understand and clear: Be sure to state exactly what the visitor will get if they click on the CTA and go to the landing page

A good tip is that you should try to write in the second person (i.e. you and your) whenever you can. It makes your content much more conversational and the reader feels like you’re speaking directly to them. Companies that speak in the third person tend to be more impersonal and can deter people from clicking on a CTA. Personal CTA’s have a better response rate.

 

Finally, whether you’re driving traffic from search engines, via Koble posts, or via social media, keep in mind that you’ve got to test your CTA messages. There is no single rule for writing a compelling CTA. It’s only by testing variations that you can be sure of what works.

 

[1] https://knowledge.hubspot.com/cta-user-guide-v2/call-to-action-best-practices

 

Post by: Koble
07/05/2017