A call-to-action (CTA) describes the part of your message – whether it be a blog post, email, or landing page – that fulfills the goal of the promotion. The first step to creating an actionable CTA is deciding what you want your customers to do. What is the goal of the link, and what’s in it for them? The call-to-action is really the most important part of your message. If you’re a tech professional trying to inspire action with your content, constructing effective CTAs is a crucial first step. Here are 7 ways to get started.
1. Use Verbs
Get to the point. Your readers don’t want to waste time interpreting what your message says. By making use of strong verbs like “download now,” or “start the trial,” your reader knows exactly what to expect from the link.
2. Give Your Readers Incentive
What is the purpose of the link? Will readers learn more about your product? Will they be able to make use of a free SaaS trial, for instance? If you highlight the value proposition compared to other emails that may be flooding their inbox, you can stand out and prompt your customers to take action.
3. Add a Sense of Urgency
The clock is ticking! Time is almost up! If you make prospects think the deal might be for a limited time only, they will be more motivated. By giving the readers an additional incentive, they will be less likely to navigate away from your content and forget about it.
4. Limit the Creativity
Using too much creativity with CTAs can come with consequences. When it comes to CTAs, the more traditional, the better. Give your readers what they expect when it comes to prompts, and they will give you that click through rate you’re looking for,
5. Placement Matters
The design of your tech marketing email or blog post is just as important as the content. The placement of your CTA button needs to be noticeable against the other information. Using icons like arrows, buttons, etc. helps your readers know what to expect and it also stands out. You also want to ensure that the button is clearly a link. Misleading images need to be avoided because readers could easily overlook it.
6. Link to the Proper Page
CTAs need to take the readers directly to the page discussed. Oftentimes, readers feel like they’re jumping through hoops to get to the final result. Don’t make them search around for the offer. It’s also important to be sure that the content in the message matches the offer on the landing page.
7. Contrasting Colors
We’ve discussed how design is important, and the design doesn’t refer to just the layout. Research shows that the most effective CTAs have contrasting color. It draws the reader’s eye directly to the goal of the email.
Marketing is constantly evolving, but there are a few core best practices to keep in mind. By following these important tips, you can ensure your content is properly optimized. Do yourself and your marketing optimization a favor by taking these 7 steps!
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