Have you ever felt frustrated that your potential customers aren’t taking action like you want them to? Do you feel like you’re delivering valuable content, posting on social media, but you’re not seeing the results you hoped for? If so, it could be that you need to look at your call to action.
What Is a Call To Action?
A call to action is a phrase, or even a paragraph instructing your audience of the action that you want them to take. In order for a call to action to be effective, it must be both specific and actionable. You don’t want to be vague when creating a call to action. Your audience should be crystal clear about the action that you want them to take. You should also make it easy (totally obvious) for them to follow through and take action.
Sometimes a call to action will include a hyperlink within the text of your content. Other times, it may be more effective to insert a clickable button so that it stands out from the rest of the content. No matter how it is designed, it should be clear what action you want your audience to take at a glance.
In order for a call to action to be effective, you also need to be clear about what your audience should expect once they take action. Adding a clear value proposition will not only make your call to action more likely to convert, but will also help set expectations for your audience.
For example, many people fall into the trap of using the phrase “Click Here,” as their call to action. While it may be clear what action you want them to take, it is not compelling, and does not provide a clear value proposition. Your audience has no idea what to expect after they click on the link or button.
A more effective call to action might say, “Download Your Free E-guide.” It still lets your audience know what action you want them to take, while also clearly defining expectations of what they will receive once they take action.
Where to Use a Call to Action
There are nearly limitless possibilities of where you can use a call to action. Think of all the various platforms you use to communicate with your audience. Any time you are communicating with your audience, you should have a call to action instructing them in what you want them to do next. Below is a list of places where you may want to include a call to action. While it is not an exhaustive list, it should help you to get started brainstorming.
Blog posts are a popular way to deliver valuable content to your audience, and establish yourself as an expert in your field. Use a call to action within your post to link to another related post on your blog. You can also use a call to action to lead people to an opt-in to help grow your email list.
Social media posts
Social media can be a powerful tool in your marketing arsenal if used correctly. Rather than simply posting at random, your posts should all be designed with a purpose. Tell people what to do and why they should do it. An example would be adding a link that states “click here for your free guide” at the end of a post showing why the guide would benefit them.
Opt-ins and landing pages
In many cases, an effective call to action will lead directly to a landing page. The landing page should be set up as part of your sales funnel so that it provides additional information, while only giving one option to move forward. A well designed landing page will have a call to action incorporated into it, leading your audience to take the next step. It should be designed so that it is obvious where they should click to take the next step.
You can also use a call to action to encourage people to receive your opt-in. This will help to grow your email list, while giving your audience access to additional valuable content.
Your sales page should be designed so that it is very obvious how your audience can purchase your products or services. Incorporate a “Buy Now” button in more than one place on your sales page to make it easy for them to make a purchase. You want to include a ‘buy now’ button near the bottom so people don’t have to scroll back up to find it (make it super easy for them to take action).
Videos or live broadcasts
Videos can be an effective marketing tool because they make it easy for people to connect with you on a personal level. At the end of your video, what should people do? Your call to action could be to download a new free guide, or checklist, or it could be to join your private Facebook group, or enroll in your new program. Include both verbal, as well as text instructions on screen to help your audience know what the next steps they should take are.
Improve Your Business with Effective Calls to Action
No matter how large or small your business currently is, an effective call to action can help you convert your audience to paying customers. You can use a call to action to grow your business, and effectively move people through your sales funnel. Improve your call to action, and watch your business grow.
Hope to see you there!