Calls-to-Action and how to use them efficiently

A well written call to action can be the jewel on the crown of your content. This is the one item that makes a difference in promotion.

A ‘call to action’ or CTA is a phrase or sentence that encourages your viewers to do what you want them to. Typically, this is phrased as a command, such as ‘click the link in our bio,’ ‘read the caption to learn more,’ or ‘shop now!’ You can use these in social media posts, emails, on a website, or a banner outside of the store. These can be placed anywhere for a viewer to see and take action.

Without a call to action, content has little depth. These one liners add purpose to a post and direction to a website. A few carefully chosen words can persuade your audience to move where you want them to move. 

Daily, American consumers are fed thousands of marketing messages: online or in person. To make your message stand out, you need an eye-catching call to action. So, why are these little sentences important? Below or a few reasons:

1. They bring clarity

Simple is clear. Clear is better. If they take nothing else away, let it be the CTA. Sometimes, words matter above everything else. More than the font choice or color palette. Let your viewer ‘obey your command.’

2. They create meaningful content

Realistically, creating content without a CTA could be considered wasted content. If you’re not urging your viewer to make a move after viewing your content, why are you making it? A good call to action gives your content life and meaning. It gives purpose.

3. They provide a higher engagement rate

Practically, you need a CTA with your piece of content. Not only does this urge your viewer to respond, but it can actually produce a higher engagement rate. Especially on social media, or online. More link clicks cause the algorithm to promote your content. A post or an email paired with a CTA will get more engagement than those without.

So, we know that these CTA’s are important. Now let’s break down how to write effective ones. 

1. Have a desired outcome

Write with purpose. Know what you want your visitor to do, and be clear with that in your CTA. There should be no confusion on the next steps to take.

2. Create intrigue

Cause your viewer to see the value in your content. You want your call to action to cause them to stop the scroll, pause and think. You want their brain to go “Wow, that’s interesting!“

3. Think from their perspective

Oftentimes as marketers, we brainstorm our effective campaigns without actually putting ourselves in our consumer shoes. This is where you get the most bang for your buck. Think humanly, not statistically. Think to yourself “would I click on this?” Ask yourself “What motivates my target audience to take this action?” Simply, consider what you’re asking of them.

4. Create a sense of urgency

When writing your CTA, compose with the end goal in mind. When a consumer views an opportunity as limited, they are more likely to take action. This can increase your engagement rate. Use words like ‘today,’ ‘last chance,’ ‘hurry.’ Using this language will cause your viewer to act quickly. Cause them to think “If I don’t act now, I will miss this opportunity.”

5. Highlight it

Again, if your viewer sees nothing else, the main thing you want them to notice is your CTA. This should be easy to see, and cause them to stop and look at it. It should not look the same as other elements. It should be straightforward. 

Here are a few ways to make it stand out:

• Use contrasting colors

• Use larger or all caps text

• Make your CTA button large

6. Provide insight

Not to contrast the previous point, but your call to action should have surrounding context. While it should be simple enough to understand, your viewer should know why they are clicking. Context is everything. Your call to action needs to appear at the right place, at the right time. As important as it is, if there is no context, this can have a negative impact on your engagement rate.

7. Make it simple (single action)

Your CTA should be easily understood, and straightforward. Less is more. In a world cluttered by verbiage, consumers crave clarity. Give them what they want.

Marketing is so often overcomplicated. A simple one liner can be more effective and effortless than something we could spend too much time designing and overthinking. Let’s optimize our CTAs by using these tips above. 

Curious on how to get started? We would love to help. The team at Oak + Willow creatives is devoted to simple strategy in marketing. Reach out today!