A Call to Action (CTA) is a marketing term that refers to a prompt that encourages the audience to take a specific action. This action can vary from “buy now” or “sign up” to “learn more” or “contact us”.
CTAs are essential elements in marketing campaigns, websites, and social media posts as they guide the audience toward the marketer’s intended outcome.
More on Call to Action
A compelling CTA should be persuasive, creating a sense of urgency and providing clear directions for what the audience should do next.
CTAs are used in a variety of digital marketing materials including emails, blog posts, advertisements, and social media updates. Google My Business supports multiple CTAs to its users.
They can also be used in traditional marketing materials such as brochures, billboards, and direct mail.
- According to WordStream, emails with a single call-to-action increased clicks 371% and sales 1617%.
- “Click Here” is one of the most used CTAs, but also one of the least compelling due to its overuse and lack of specificity.
CTAs have occasionally been the subject of controversy when they are considered misleading or manipulative. Some companies have faced criticism and legal action for using deceptive CTAs, particularly those that trick users into subscribing or purchasing something they didn’t intend to. One notable case involved the ‘Dark Patterns’ used by companies like Amazon and Facebook to manipulate user behavior.
Source: How Tech Companies Manipulate Our Personal Data
FAQs about Call to Action
The purpose of a call to action is to guide your audience towards a desired behavior or outcome. This can be anything from purchasing a product to signing up for a newsletter or following a social media account.
A compelling call to action should be clear, concise, and persuasive. It should create a sense of urgency and provide a clear benefit to the user for taking the desired action.
A call to action can be placed anywhere within your marketing materials where it makes sense for the audience to take the desired action. This could be at the end of a blog post, in the middle of a webpage, or within a social media post.
Yes, a call to action can be a question. This can be an effective strategy to engage the audience and encourage them to take a specific action.
Examples of effective calls to action might include “Sign up for free,” “Download now,” “Join us,” or “Get started today.”
While it’s not strictly necessary to include a CTA in every social media post, doing so can help guide your audience towards specific actions and improve engagement rates.