Call to Action: 5 ways to use it to convert more leadsby Team AllYourVideogames | Dec 1, 2022 | Content Marketing |
A kind request, also known as CTA, is a strategy to prepare websites, email marketing and advertisements, which lead the user to take action.
Typically, these actions aim to convert a visit into a sale. But there are other goals that the CTA can help in consolidating your brand. Let's first understand what a call to action is.
CALL TO ACTION: WHAT IS IT?
Call to action by translation means “call to action”. As stated earlier, it is a strategy that leads the user to perform a certain movement within the navigation.
Examples of CTAs are buttons with commands such as: click here, download, buy, see more and others.
Also, the call to action can be a link that directs you to other content. The CTA can also be a space for you to fill in your email in exchange for a benefit.
Therefore, we can say that the CTA is a guideline of which steps a user should take. It's a way to encourage your audience to take action so your company achieves a goal.
Typically, these goals are in taking your lead to the next level of the sales funnel.
CALL TO ACTION: FINALIDADES
As we mentioned earlier, the macro objective of a CTA is to take your leads to the next step in the sales process, that is, to mature the relationship and contact you have with this audience.
To do this, there are several ways to apply a CTA. Let's analyze the options that we find the most, especially when we come across a campaign.
1. Subscribe to a newsletter
In digital marketing, this is one of the most common ways to generate leads. This type of CTA is intended to feed the email list.
Through this list, the organization will keep in touch with this customer, deliver relevant content, offer its product, announce sales promotions, etc.
Therefore, the user shows interest in the content shared by your company by subscribing to a newsletter. Soon, he moves from the top of the sales funnel to the middle part.
2. Suggest a download
In digital marketing, this is called a reward. It has the same objective of generating leads and feeding a contact list.
The organization first offers a reward, which in this case is in the form of downloading material.
This material can take many forms. It can be an e-book, a support worksheet, a podcast, a checklist, the result of a free trial, etc.
The important thing is that this reward is of value to your audience. This is the only way the CTA will fulfill its objective and lead the user to effectively register on its list.
3. Engagement in social networks
An example of a very common call to action. Normally, when we finish reading a text, we find buttons to share the content with our followers on social networks.
With this type of CTA, organizations seek to increase their traffic through social media. There are plugins that facilitate this action by offering the option of automatic sharing with just one click.
4. Forward to your landing page
Here we have an example of a call to action that can also serve to generate traffic on landing pages. However, it is more common to find this CTA to forward the lead to the sales page.
That is, the final process of the sales funnel, where your persona is no longer a lead and becomes your customer.
It is on this page that you will present your product and give conditions to the customer to make the purchase.
5. More followers for your social networks
When you generate engagement, the majority of the target audience may be interacting for the first and only time with your page.
By encouraging users to follow you on social media, it will be easier to maintain a relationship with that potential customer. How to: present products and services, advertise promotions, ask a friend to refer you, etc.
6. Generate traffic to your blog
When you generate traffic to your blog or even an article, you can improve your positioning on search engines such as Google, for example.
By improving your rankings, your brand will be more easily found by potential customers. In this sense, many call-to-action strategies are aimed at SEO strategies.
7. Participate in an event
Inviting your audience to attend an event can also be done with the CTA feature. Whether it's a training, a lecture or an online event.
You can include an online invitation for your audience to register for your event. A great strategy is to publicize this invitation on your social media.
8. Respond to a survey
Another efficient way to take advantage of the call to action is to encourage your audience to respond to surveys. The objective here is to gather information that is relevant to your business.
For example: conducting a user satisfaction survey, service assessment, opinion about a particular product.
Learn More: What is copywriting and 6 more tips for converting copy
CALL TO ACTION: WHERE TO APPLY YOUR CTA
After exemplifying the main objectives pursued with call-to-action strategies, we will show where these strategies can be applied. But always remember to align strategy with goals.
1. On a landing page
The first and most obvious option is to use the CTA on your website. After all, it was created to sell, isn't it?
Let's say this is a “hot” option to apply a call to action. That's because, if the lead searched and accessed your website, it's because he has some interest in some offer.
In that sense, why not urge these people to take action? You can add buttons like: deals of the week or buy now, for example.
2. No e-mail marketing
It is impossible for anyone who works with digital marketing not to apply CTA tactics when launching an email marketing. After all, they were sent precisely to instigate the potential customer to take action.
These actions when done via email list can have different goals: generate leads, announce a promotion, test your leads, etc.
3. On social networks
Who has never dragged up a Stories on Instagram, to Learn More, cast the first stone. This is a great example of how we can apply the call to action on social media.
In addition to Instagram, there are other social networks that you need to promote your organization's inbound marketing through the CTA feature.
Social media alternatives are: Facebook, LinkedIn, Twitter, YouTube, Pinterest, etc. In addition, it is worth researching the social networks for specific niches, which already have a segmented audience according to common interests.
4. In your ads (when investing in sponsored links)
If you don't use the CTA when creating your ads, know that you're missing a great chance to boost your results.
As the texts are short in the ads, the best strategy is to use the “very direct” call to action, such as: “buy now” or “I want to sign up”.
Here it is necessary to perfect the copy to obtain the expected results.
5. In shared materials
You know that e-book you offered as a reward in your CTA strategy? So!
You can insert a call to action inside it. And there is no problem with that. You can, for example, leave a message like this:
“Continue your studies by accessing our blog. Click here to read more!". This serves to re-direct that lead to your page and increase the chances that your conversion rate will grow as well.
CALL TO ACTION: HOW TO MESSAGE YOUR RESULTS
Each CTA strategy may have a different way for you to analyze your results.
An alternative is to follow the analysis metrics available by the tools. For example: Google Analytics or Facebook Ads Manager.
Now, if you use a tool to help trigger your marketing emails, this tool will probably also provide data for your observation.
Run A/B tests and see what kind of CTA gets your audience the most action. In addition to the call-to-action phrases, test colors, templates, and button positions.
Another alternative is to apply the same call-to-action strategy in different environments and see which one converted more users.
CALL TO ACTION: CONCLUSION
There are several ways for you to maximize your results. When aligned with a content strategy, the CTA is certainly one of those potentiating factors.
Before creating your call to action, look for references in your email box, social networks, competing sites and major market references. It will certainly inspire you.
Now if you want to improve your results, then get on with it!
