Inbound Marketing University

Call to action refers to the efforts marketers make to prompt targeted audiences to take an action. This action can vary from asking readers to call you and get better informed about an issue to asking them to try a trial version of your product and eventually order it.

 

In the end, the purpose of a call to action is to entice folks to click through to your offer page. Through calls to action you are drawing a map of where you want your visitors to land and optimizing your landing pages for lead generation and conversion.

 

Similar to your landing page offers, calls to action should be simple and clear. They can instill a sense of immediacy by featuring temporal phrases like now and today. In any case, leave no doubt in the visitor’s mind about what you want them to do, and how they should do it.  

 

The form of your calls action shouldn’t be long. As orientation marks for potential customers, calls to action should be crystal clear and synthesized. Consider using active verbs that accurately illustrate the action you want to be taken. Some of the most popular call-to-action retail verbs, for instance, are save, shop, compare, find, and order.

 

Make sure you implement calls to action in your different marketing channels. That will bring the visitors home and convert them into leads. Include calls to action throughout or at the end of your whitepapers and eBooks. Thus, readers will not only come back to your site to convert, but also drive more qualified traffic when sharing your documents with others.

 

Offer a clear and relevant call to action in your online tools, games and quizzes. This will help you draw the connection from the specific tool to what your company does.

 

Similarly, consider incorporating calls to action in your photo streams, video materials, webinars and other channels. This is an essential part of your channel optimization.

 

Develop a new campaign around a landing page with a new call to action at least once monthly. Your new call to action can be a next step in a series that began with your last campaign, or it can be something entirely different. Use Action Grader and make an educated decision about your new call to action phrase based on the conversion rate of previous landing pages and the quality of the leads they generated.