Every inbound marketing professional knows that the power of great content combined with engaging conversation will lead to a value exchange opportunity, but what separates the successful from those who miss the mark is the potential attractiveness of your CTA.
CTA is yet another acronym is a world overflowing with TLAs (three letter acronyms) standing for Call To Action. Hubspot describes five categories of CTA for you to consider:
- Basic CTA: A simple button or landing page offering some form of value exchange item such as whitepaper, webcast or seminar attendance
- Social Media Share And Sentiment CTA: Button or hyperlink that bridges specific social media venues with your compelling content
- Contextualized CTA: Subscription or offers that provide specific education or contextualized information creating a venue for limiting inappropriate leads from taking action
- Photo and Mobile Device CTA: Offers formatted for the specific requirements and limited real estate delivered on mobile devices
- Qualifying CTA: Buttons or offers that create a self selection criteria ensuring only those truly interested will take action
I wanted to offer tips and techniques for CTA best practices, but in the spirit of not recreating the wheel, I came across a blog by Paul Boag who provides 10 techniques for an effective call to action:
- Lay the groundwork
- Offer a little extra
- Have a small number of distinct actions
- Use active urgent language
- Get the position right
- Use white space
- Use an alternative color
- Make it big
- Have a call to action on every page
- Carry the call through
You can see that effective use of CTAs is more than just posting up a button with a link to a landing page. The same art and science applied to your overall campaigns should be given to the specific calls to action you use to capture those leads.
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