Call to action: tips for creating messages that work!

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Have you ever heard of Call-to-Action? If you’ve ever clicked on a link you received via email from a brand, you’ve probably been hooked by the company’s Call-to-Action message. In today’s post, we’ll explain this term , talk about its importance for your strategy, and provide some tips to improve your results. Come read on!

What is Call-to-Action?
The English term Call-to-Action, also known as CTA, means “call to action”. As the name suggests, the objective is to make the person who sees the CTA take an action based on the given direction .

The CTA can be either a button with a message (for example: “Learn more”), or a sentence at the end of a blog post or social media post (for example: “Read more about the subject at this link”). The idea is that the Call-to-Action takes the customer to the next step.

So, you can create a CTA on your website to encourage customers to contact your company via WhatsApp. Another option is to include a “Buy now!” Call-to-Action in an email or WhatsApp message and direct the consumer to your sales page.

Now that you understand what a CTA is, you might be wondering why it’s so important, right? That’s what we’ll see next!

How important is the CTA?
One of the main functions of a CTA is to provide guidance slovenia mobile phone number to the customer, so that they don’t get lost or abandon your website or social media profile. The goal, then, is to keep the customer with you. So, you can, for example, send an email telling them about a promotion and include a button with a message like “Check out the offer now!” From the moment the consumer clicks on the link, they are automatically directed to your sales page.

Therefore, the CTA is an essential element to apply in your communications with the customer and guide them through the purchasing journey . The Call-to-Action is also a fundamental item to compose your marketing and sales strategy, since it is through the indications of the CTAs that customers will follow through your online pages. And how to get good results with the CTA? In other words, how to improve the number of people who actually click on your Call-to-Action? That's what we'll see now!

Which marketing strategy relates to the CTA?
As we have seen, the importance of continually using Call-to-Action is the power this tool has in directing potential customers to the next steps in the sales process. Therefore, the best way to incorporate CTAs is to use them within a broader marketing strategy . With the development of social media in recent years, the way we attract customers and sell products has also evolved.

As a result, new marketing approaches have emerged, such as “inbound marketing”. Inbound marketing is nothing more than “attraction marketing”, that is, a methodology for influencing customers that focuses on producing relevant content. This content is not produced randomly, but rather according to a content strategy that aims to encourage customers to move on to the next stages of a sales funnel.

Content marketing, or attraction marketing, is different from “interruption marketing,” which aims to “force the issue” when presenting the offer to the target audience. Television advertisements, commercials, banners, billboards, and most mass media today are based on this concept. The problem with this approach is that in the end, you do not create a bond, that is, after the offer, you have no guarantee that you will maintain a closer relationship with the customer in the future.

Therefore, content marketing has the advantage of providing a long-term relationship, which allows your company to become an authority and reference in the segment for your target audience. Therefore, dedicate time to learn more about this methodology and apply it in your company. Remember that it is the marketing strategy that will make a difference when using a Call-to-Action and thus generate effective results for the company, such as sales and loyalty levels .

What are the 4 tips for optimizing Call-to-Action?
1. Clarity and objectivity
The Call-to-Action message needs to be objective and clear. The CTA should actually provide guidance to the customer. Therefore, avoid communication that is ambiguous or confusing to the consumer, as this may make them feel insecure and prevent them from following the guidance.

If your CTA is a button, don't use too many words, because that takes the focus away from what matters . But if you're writing a Call-to-Action to close a blog post, make it clear to the reader where they need to click and what will happen to them after they click on the link provided.

2. Tests
The best way to know if your Call-to-Action is working is to test different options. If you’re using buy or contact buttons on your website, for example, change the location of the buttons periodically and see what the results are. You can test different messages, formats, and colors (in the case of buttons) of CTAs.

The important thing is to test these elements one at a time , so that you can understand which change had the greatest impact on the results. Monitor the indicators and record the lessons learned so that you don't repeat the same mistakes and incorporate what worked.

3. References
To create successful CTAs, look for references from companies that have good conversion results. One idea is to create a folder in your Drive or even on your cell phone to store these references (in photos, videos or text). That way, if you don't have many ideas for your CTA, you can get inspiration from the material you collected .

These references help stimulate your creativity. So, take the examples, adapt them to your brand language and test if they work. Some companies to keep an eye on that have great CTAs are: Rock Content , RD Station and Hubspot .

How to boost CTA and online sales?
So far, the importance of Call-to-Action for executing attraction marketing strategies has become very clear. However, it is also important to remember the need to make all other marketing tools used by the company converge towards the same goal . After all, what is the point of leading the customer to make a decision through CTAs if in the end the company is unable to convert this view into a sale, due to limitations in payment options, for example.

When it comes to online strategies, it is very important to have the support of resources capable of boosting your online sales. To help you achieve this goal, we recommend Stone's online sales solutions, which allow you to migrate to the digital world without needing a website or e-commerce platform. With these solutions, you can count on great resources that help you sell through apps and major social networks such as Instagram, Facebook or WhatsApp. These resources include the creation of payment links that can be sent via message to receive payments from your customers.