strategy

In most cases, the best performing campaigns are carefully embellished with eye catching CTA’s (Calls To Action). Serving as compelling invitations and tempting offers, they’re often the final touch on landing pages, newsletters, and adverts. A call to action is a digital marketing strategy designed with the intent to encourage immediate action or sale from an audience. When used right, these tailored words and phrases can evoke desirable responses from your prospects. But what’s the trick to writing the perfect CTA?

Set clear goals

Before creating your call to action, you need to figure out what you are trying to achieve. Would you like readers to subscribe to your newsletter? What about converting leads to customers? Deciding the purpose of the CTA makes it easier to tailor it to a specific audience, which in turn makes it more effective. Have a clear vision and bring it to life!

Spark a feeling of urgency

Using time-sensitive CTAs is a great way to make your offer seem more exclusive. Saying “buy now while stocks last!” is an effective way of encouraging prospects to make a purchase because of the “fear of missing out” (FOMO). Introducing a sense of urgency is a beneficial tool for any customer sitting on the fence about a purchase. When offered unlimited time, prospects may delay, seek other options, and eventually lose interest. Adapting the FOMO strategy is a secure way of encouraging an audience to go through with an action – ultimately boosting sales

Make the most of action verbs

The best CTAs often utilise imperative phrases and direct commands. There’s no point beating around the bush – be clear and concise with your audience, make sure they always know where to go next. With a very limited word count, the most effective approach is providing clear directions. This will help to keep your prospects on track, while avoiding any confusion or wavering interests. Always set apparent intentions. For example, when promoting a newsletter “subscribe”, “sign up” or “join” are all solid choices. Or if you’re hosting a giveaway, “get”, “claim” or “download” may be the verbs you’re looking for.

Keep it short

Don’t waste time over-explaining. Use short and straight to the point phrases to maximise your audience engagement. Avoiding lengthier sentences will ensure that your CTA commands attention and becomes a stronger focal point.  Not only do shorter Phrases look more visually appealing, but they are also more likely to result in direct action from your audience. According to recent findings, the most effective calls to actions are those with fewer than four words (though up to six is still considered efficient). So, make sure to keep it brief when possible!

Emphasise value

Give your audience a reason to follow your directions, emphasising the value your offer brings to the table. While this can be harder to achieve in shorter formats, answering the age-old question of “why” will generate a higher appeal, encouraging prospects to follow through with your CTA. Be smart with your choice of words and be the solution they’re looking for. Adding value to your call to actions is a great way of boosting interest and an effective tool for achieving higher click through rates. A common approach is the combining of your CTA with your USP (unique selling point). For example, “call now for a free trial” or “sign up for a promo code”.

We hope you’ve found our tips insightful! If you’d like to find out more about creating the perfect CTA or require any additional business support, get in touch!

E: makeithappen@mbsmih.com   T: 01903 688789