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What are “Calls To Action” and why should your marketing have them?

You may have heard the term “call to action” before, commonly abbreviated as “CTA”, but do you understand what it is and why it’s so important when marketing your business? In this blog we’ll explore what a call to action is and why you need to include effective CTA’s to help generate click-throughs, downloads, signups and enquiries.

Of all the marketing terminology out there, “call to action” is one of the more self-explanatory phrases. It simply refers to the process of asking someone to do something on the back of some form of marketing that you’ve put in front of them. If you don’t think you’ve come across CTA’s, you most certainly have. CTA’s are everywhere. You’ll click on them in digital advertising, flick through them in print advertising, watch them on TV advertising and hear them on radio advertising. Here’s some CTA’s you’ll have seen or heard:

• Click here to download our app
• Enter your email address to sign up to our newsletter
• Go to Shazam and listen to the music from the car advert
• Give us a call on 01604… and speak to one of our advisors today

CTA’s are, mostly, the purpose of the marketing exercise – they are typically the steps your potential customer needs to go through in order to convert. It’s worth trying to include calls to action, where appropriate, so that your marketing efforts have an end goal. Consider going through this simple process when creating your marketing campaigns:

1. Be clear about the purpose of the campaign

When you’re planning your marketing activities, think about the objectives you want to achieve; keep that purpose at the forefront of your mind. Whether it’s about gathering a bigger email marketing database, generating phone call enquiries, encouraging people to visit a landing page for more information, openly asking people to buy something or inviting someone to download a newsletter, keep that purpose at the forefront of your mind as you create your campaign.

2. Be clear about the process

To create effective calls to action, you need a clear and straightforward process that your target market understands. This is where you can explore how people are going to engage with your business and with the call to action. Are you sending out email marketing to activate the campaign? Are you conducting some cold calling? Are you relying on people finding your web page from a Google search? Whether you are proactively engaging with people or reactively inviting them to engage with you, make the steps they need to go through really easy for them to become a customer of yours.

3. Create engaging copy

You should look to include CTA’s wherever you can: on your blog posts, on your email campaigns, and in your shop front on marketing materials. But you need to have engaging copy that inspires your potential customers to want to do business with you. Think about tone of voice, the use of emotive language, and phrases that connect with your audience. The words you use to describe your business, and your offering, will have a significant impact on the likelihood of your customer’s converting.

4. Create engaging visual designs

Along with engaging copy, create engaging visuals. Make use of your company’s colour schemes to help CTA’s stand out. Don’t let them blend in to the background; your CTA designs should be really striking and prominent. Use imagery that is sympathetic with your business and your industry. Don’t go off-brand with imagery that doesn’t resonate with your customers.


And there you have it. A few tips that can help you to create more effective calls to action in your business. If you need support in creating effective marketing campaigns, with strong calls to action that help deliver your business objectives, give us a call on 01604 779035.

Author: Tom Jullings

I work with clients to improve the digital marketing experience they present to their customers – from web design and SEO to outreach marketing and social media.

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