Having a good call to action is a crucial aspect of a successful marketing campaign. The main goal of any business is to drive as many customers as possible towards purchasing their services. 
This persuasion is a major factor which can affect a business’ lead and sales generation, and also their Return on Investment (ROI). One of the most effective methods of this persuasion is a call to action!
As simple, or short, as a call to action might appear, it is a significant aspect of marketing, and therefore requires much consideration when being implemented. This includes the delivery, placement, and content of the call to action.
In this article, you will find out what a call to action is, why it is so important, and how to create your own call to action in your business’ marketing strategies.

What is a call to action?

A call to action is a directive that tells your market audience what they should now do, concerning your business. The fundamental aim of a call to action is to drive customers to a sale, and the call to action often does exactly that.
At whichever touchpoint your customers may find themselves – web page, video ad, mobile app – a call to action will be a command that directs the customer from where they currently are, to the next stage in the journey, most often the final stage (a sale).
For example, you might have a web page that is selling a subscription service to customers. On this page, you could have a link with the anchor text ‘start now’ written in bold, and this link would take the customer to the fill-out form for the subscription.
A call to action, in all the many forms it can take, is essential to the development of your business’ customer engagement and sales generation.

Why is a call to action important?

A call to action is one of the most important and useful tools in a marketing strategy. Even if you have engaging content throughout your marketing touchpoint, like on a web page for example, there’s always the possibility that customers will lose interest, or even get lost, at the end of the touchpoint, if they’re not directed sufficiently.
However, when you create a call to action, not only does it set up the remainder of the journey the customer is to follow, but the compelling nature of the call to action gives them every reason to. 
The more effective the call to action, the more likely it is that customers are going to follow the direction, and thus, increase the lead and sales generation, and ROI.

What makes the best call to action?

If calls to action are so vital in every marketing strategy, how can you create the best one? Well, we’re here to answer this question. Here are our top tips to help you create the most effective call to action for your business:
  • null
This is an essential tip for calls to action. The language you use is imperative, because it defines how compelling the call to action is. You can try using emotive language that evokes feelings in the customer, or you can use a strong command that makes them feel obligated to obey. Use the right language, and your customers will be all the more compelled.
  • null
Another great tip for calls to action is to be as creative as possible. Often, a simple call to action may suffice, but certain businesses will benefit from a more out-the-box approach. If, for instance, you’re a business in a creative industry, your customers may respond better to calls to action that are innovative and rare, such as an anchor that says, ‘your adventure begins here’, for example.
  • null
Certain calls to action will work better on different devices, so compatibility is key. For instance, mobile apps will often be used by customers who want quick, instant gratification on their journey. Therefore, consider calls to action that direct them straight to the real deal, instead of more research – e.g., ‘buy here now!’
  • null
A highly important aspect of a successful call to action is having a good method of tracking its performance. For instance, if you have a website that has a ‘call now’ button, you should consider relevant tracking software, such as call tracking from Mediahawk, for example. This will detail the complete customer journey of every caller, showing you how many customers are using the call to action, and how they are engaging with touchpoints afterwards.
Needless to say, a call to action is both a necessary and compelling tool to use in your business. So, if you aren’t yet using them - start now!


Sophie H.