If you are not a marketer but wish to learn about it, your first question will probably be what is a CTA? CTA refers to Call To Action or as defined by Brittany Leaning from Hubspot as “part of a story, webpage, advertisement, or piece of content that encourages the audience to do something.”

In other words, they are the actions the producer of the content wants us to do after consuming their content.

Examples of call to action

For example, a call to action could be to share a story. This raises the impression of the material or builds readership, viewership, traffic, among others. Similarly, a subscribe or sign up to follows the same concept, the idea is to generate quality content to grow a database.

Another call to action could be to download a piece of content that evaluates more profoundly the previously explored material. In this case, the original content serves as a pitch, leading you to this second content.  A similar call to actions could learn more, send more information among others.

Other types of CTA could be anything that leads to a free trial or sample of the product or service. For example, sign up for a free trial, give the product a try for 14 days free.

Lastly, the last type of CTA that I want to mention are those that aim to directly monetize. Buy now, subscribe, order now. There a lot of variables but they stimulate a purchase intent on the consumer. They can even include an incentive like a discount, bundle package or anything that comes to mind.

Why is a call to action important?

The first thing to be successful in marketing is to have clear goals, once you have clear goals its important to understand how to achieve those goals, then plan how to get there, execute coherently with that plan, and finally analyze results to reorganize if needed your strategy.

CTA are signals or directions that you give customers to complete actions that get them closer to your objective. I will show you an example with the following funnel.

CTA examples in a funnel
Examples of CTA in a funnel

In our example, we see 3 types of Call to actions in our customer journey. For example, in a blog, a company talks about good exercises to build your core and invites you to subscribe to the newsletter for more tips. In those emails the customer eventually finds a 14-day free trial to go to their Gym. Finally, the customer at the end of his trial receives an email with a 33% discount to join the gym for a month.

This would be a successful use of different types of Calls to actions in a customer journey. At the same time, let’s think about bad practices. If you make an amazing post but lack a clear call to action it is most likely that your customer journeys will end there. So, do him a favor a give him clear instructions to reach your goals!

Conclusions

A clear call to action is key in digital marketing and in any marketing material that you use. There are different types of messages and incentives that you can use to be creative. I hope that you really enjoy this article and hope you share it with a friend. I have also written marketing tips during the Covid-19 crisis if you are interested.

If you have any questions you can contact me directly or leave a comment below.

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