Have you ever clicked on an ad and then been left wondering why you had done so? If you have, chances are the ad was accompanied by a powerful call-to-action.
As a CMO or marketing manager in a science-based business, you and your team are always looking for ways to increase your lead generation and ROI. One of the most important elements of any successful digital marketing campaign is the call-to-action (CTA). CTAs are a powerful tool that can help you drive traffic and increase sales and ROI.
A CTA is a prompt that encourages visitors to take an action — like clicking, signing up for a white paper or webinar, or subscribing to a newsletter — all of which can help you achieve your marketing goals. Let’s take a look at why CTAs are so critical to successful marketing efforts and how you can use them for maximum impact.
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The Purpose of Calls-to-Action
Calls-to-action play an essential role in any digital marketing activity. Without them, there would be no clicks and no ROI from your efforts. To maximize the effectiveness of your campaigns, you’ll need to use strong CTAs that speak directly to the needs and desires of your potential customers, while also offering something of value so they have motivation to act right away.
CTAs have the power to influence consumer behavior by guiding people through the decision-making process. Without a strong CTA, potential customers may not take any action at all — and if they don’t click on your ad or visit your website, you won’t see any lead generation or return on investment (ROI). That’s why it is so important to craft effective CTAs that will engage potential customers and get them clicking on your ads, your social media or PR.
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Using Calls-to-Action Effectively
Calls-to-action encourage visitors to — wait for it — take the desired action you want. They are designed to be clear, concise, and attention-grabbing so that viewers understand exactly what they need to do next. You want them to actually click on the link or button, instead of just scrolling by it. Without a strong call-to-action, visitors are not motivated to take any kind of action at all.
When creating calls-to-action for your website, social media, or ad campaigns, there are a few things you should keep in mind. First and foremost, make sure your CTA is relevant and targeted towards your audience. For example, if you’re targeting an audience looking for pharma contract manufacturing services, then your CTA should encourage them to “learn how to accelerate your drug development timeline” instead of something generic like “click here.”
To create effective CTAs, think about what motivates people to act and focus on creating an emotional connection with potential customers by speaking directly to their needs and desires. Make it easier for them to act by offering the right content at the right time. Keep in mind that each CTA should be tailored specifically for each ad or promotion; generic CTAs won’t do enough to motivate people into taking action.
In addition, consider what type of action you want your users to take. Do you want them to click on a link? Or are you asking them fill out a form or sign up for something? Once you know what kind of action you want users to take, make sure that is reflected in your CTA text.
Make sure that your CTA stands out from the rest of the ad so that it catches your audience’s eye and encourages them to take immediate action.
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Analytics Are Critical
You’ll need to track the performance of each CTA associated with your digital marketing campaigns to determine which ones are most effective. A/B testing can help with this process — it involves comparing two versions of an element (such as a CTA) and then analyzing which performs better over time before making changes accordingly. This way, you’ll clearly see which CTAs work best within each given campaign. You’ll also be able to fine-tune each campaign to become even more successful at driving clicks.
Finally, make sure your landing page completes your marketing message and delivers what your CTA promises. You’ll also need have an effective nurture plan in place once someone clicks on your CTA. Having a well-thought-out plan in place will help ensure that potential customers don’t fall through the cracks once they show initial interest in what you have to offer.
Calls-to-action play an important role in every successful digital marketing campaign because they motivate users to take the action you want them to take — from clicking links or buttons in ads or promotions to signing up for your lead generation content.
Are your CTAs driving leads? If not, contact us.
Brandwidth Solutions serves the healthcare, life sciences, technology, and contract pharma industries. We work with companies that want to make the most of their marketing — who want their marketing empowered to help drive leads — and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.
