Looking for ways to optimize your marketing automation content with an effective call to action? A call to action is one of the oldest and most important elements of web design, because it is what ultimately seals the deal and engages the customer to make an online sale or enter deeper into conversation with your company. A call to action is most traditionally thought of as a button on a web page that gets a customer to do something – such as a buy or download button. However, these days a call to action can be embedded in many different types of content and can come in many different forms – a well written sales pitch in an email can be thought of as a call to action, if it engages the lead to interact further with marketing material.
When Is It Appropriate To Include A Call To Action?
While a call to action is a valuable tool for many different types of content, it is important to know when a call to action can be misleading. As we’ve discussed before, if your content is directed towards a low-end lead, and is designed to simply remind customers of your existence and ability to be helpful, then attempting to sell to them can drive them away. Your marketing team needs to use good judgement when they try to sell your products, and should always take advantage of the tools your marketing automation software has to test different strategies against one another.
None of that is to say that you shouldn’t be trying to sell – just that you need to know when. With that out of the way, here are some of the essential elements of an effective call to action.
Whether the call to action contained in your content is an image or an invitation in the copy, it should always be straightforward and impossible to misunderstand. You should never miss a sale due to an unclear image or cluttered language.
Utilizing strong action words can make or break an effective call to action. Words such as register, click, download or buy will provide clear direction to your viewers. If these words are built into an image or a button then use sharp contrast to make those words really stand out.
Don’t bury your call to action. A great strategy is to place your call to action in a highly visible area, such as the middle center or in the top right corner relative to where the bulk of your content is displayed. Try to avoid making the user scroll, make it impossible to miss.
Creating a sense of urgency is another important factor in a call to action that yields higher conversion rates. If there are a limited amount of items left or a limited time to get them, communicate that. Getting a potential customer to act now rather than later is important. That said, however, never attempt to mislead someone – breaking trust with them will hurt your company much more in the long run.
These are some of the most important steps in designing an effective call to action for your marketing automation content, but you can learn about even more ways to engage your leads at Lead Liaison’s marketing automation resource blog online.