Writing Effective Calls To Action

Feb 2017

A call to action (or CTA) is text or a graphic that prompts the user to click or otherwise engage with the brand. We’d argue they’re one of the most important pieces of your social media strategy puzzle. A well-crafted call to action can do wonders in the marketing world – it can drive more visitors to your website, improve sales, and generate leads. But CTAs can be challenging to create. If converting users is your goal (and it should be!), keep these tips in mind when strategizing your next call to action.

Create A Sense of Urgency

Users are more apt to take action when they think there is a limited amount of time. Don’t just tell them why your product or service is important – take it a step further and tell them why they need it now. If there is a deadline, promote it. When your call to action gives users a reason to act immediately, they are more likely to follow through.

Make It Simple

The more complicated the action you ask, the less likely users are to engage. Today’s social media users have short attention spans, and they don’t want to be bothered by time-consuming tasks. Remember, your call to action is interrupting their day – if you want users to take action, respect their time. Sometimes, this simply means using strategic word choice. For example, the call to action “Fill out this form” sounds much more time consuming than “Sign Up Today” or “Easy Sign Up.”

Know Who You’re Talking To

Clarity is key when it comes to creating an effective call to action, so it’s important to speak your audience’s language – otherwise, you risk leaving them confused. Sometimes, this means staying away from technical jargon and industry-specific language. Other times, it might mean exactly the opposite. The better you understand your audience, the more effectively you will be able to communicate with them.

Make The Benefits Known

What do users gain for doing what you ask them to do? Humans are incentive-driven creatures; if you want them to take action, you have to offer them something of value. A strong call to action with a clear value proposition answers the question, “What’s in it for me?”

Test, Test, and Test Again

The best way to craft an effective call to action is through experimentation. A/B testing can be incredibly effective in finding what works and what doesn’t. But make sure you are only testing specific elements one at a time. If one call to action outperforms the other, stick with it! If performance begins to slow, don’t be afraid to test again! Never stop tweaking and polishing up your call to actions.

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