Calls-to-action (CTAs) are one of the key lead generation elements, and they should be used in each and every one of your marketing tactics: emails, social media updates, press releases, trade shows … the list goes on. In fact, whenever you want to ensure your team is moving in the right direction, pose the question, “What’s the call-to-action we’re using to drive people’s behavior?”
This question will guide you in thinking through each of the steps in the sales cycle, from brand awareness to purchase. Before you produce a marketing video, for example, ask yourself what you want viewers to do after watching it. Before you post an update to Facebook or Twitter, consider what options for engagement you are giving to your fans and followers.
Naturally, the call-to-action won’t always be to purchase your product or service. It can certainly lead people in that direction, but it will rarely follow as a direct result of an isolated marketing tactic. That is why you should view your marketing as an integrated system that combines different channels and assets.
Having the CTA buttons on each page of your website is great, but you need to position them in convenient ways. It can be slightly irritating for readers, who spend time scrolling through your content, only to discover that they have to scroll all the way back up to the top to find the link to your contact information or your products. However, you do want to include prominent CTA buttons above the fold that will immediately catch a visitor’s eye.
Add calls to action at the bottom of the page, and, if you have a large amount of content, add one halfway down the page as well. If you have side columns, leverage this space for your CTAs. Depending on the advanced level of your website, you may be able to keep the side column still, as your reader scrolls.
Often times, you have two or three competing actions that you would like your website visitors to take. For instance, you might want them to request a consultation and try your product.
Or you might want them to sign up for your email newsletter and download a whitepaper. Decide which call-to-action has higher priority, and give it more prominent placement and a bigger size. Also, keep in mind that the context of your page will affect click-through rates, so make sure there is a clear alignment between your call-to-action and the content around it.
Make sure you use different colors to illustrate which alternative is more desirable.