The term ‘call-to-action’ (CTA) refers to the part of a story, webpage, advertisement or, alternatively, a piece of content which gives the audience encouragement to do something. In digital marketing, CTAs assist a business to convert a viewer, visitor or, alternatively, a reader into a lead that the sales team can convert into a paying customer. CTAs can drive a variety of different actions depending on the content’s goal.
A CTA is generally utilised at the end, or sometimes throughout, a sales pitch (such as a sales letter) in order to let potential clients or customers know what to do next if they’re interested in buying what you offer.
It seems clear that you need to let people know the next step is in doing business with you. However, the truth is that many new freelancers don’t have calls to action in their digital marketing and sales pitches. This is usually to accomplish one of two aims:
- A conviction that the prospect already knows what to do if they’re interested in learning more about the company, or
- Worries that calls-to-action are obnoxious and will irritate the potential client or customer.
No matter what the reason, omitting CTAs out of your digital marketing materials can translate into losing money. Calls to action play a pivotal role in directing a prospect to the next step of the sales funnel or process.
A CTA is an enduring marketing principle
Marketing has transformed a lot over the past decade or two with the advent of the Internet and the consequent ushering in of digital marketing. It seems as if there’s constantly a brand-new feature that becomes available on the platforms that most of us are already using. Just as regularly, it seems as if there’s a totally new platform that blogs and other industry publications are calling the next ‘big thing’.
However, some aspects of marketing haven’t changed much over time. One of these aspects is the way in which we write CTAs. If you’ve spent a lot of time searching for ways in order to boost your conversion rates, you’ve most likely noticed that most companies use the same handful of CTA phrases in order to encourage users to take action.
It’s a fact. Marketers have been making use of similar CTAs in order to drive action for years. This is even before they were writing the ‘commands’ for websites as well as digital ad campaigns as while the platforms and channels we use develop, the basic aim of a CTA hasn’t changed: Driving potential customers to take a particular action which is relevant to their stage of the conversion funnel that these people are in.