In the world of marketing, generating leads and inspiring customers to convert is top priority. In addition to encouraging growth and building a company’s bottom line, this pursuit also promotes customer engagement and helps support an effective incentive strategy. Unfortunately, many companies are missing out on these benefits simply because they don’t know how to write effective CTA’s.  Read on to learn more.

What Is a CTA?
CTA stands for “call to action.” A good CTA does exactly that – drives people to act by encouraging them to click, buy, read, download, or share. CTA’s are used in all forms of marketing material from social media to direct mail to encourage action from customers and, when done correctly, they can have an enormous impact on the effectiveness and ROI of your various marketing strategies.

When and How to Use CTAs in Your Marketing Strategy

While a CTA is a great tool, it won’t be effective if you simply slap it it your marketing piece. Because of this, it’s critical to understand how and when to use CTA’s for maximum impact. Follow these guidelines for the best outcomes:

  • Use CTAs on your website. Websites are one of the most common places to see CTAs. While the purpose of the CTA will vary depending on the type and specialty of the company, website CTAs do everything from offer free ebook downloads to encouraging customers to sign up for a webinar or online tutorials. You want to place these CTAs in a prominent place, the top of a page or space immediately after a piece of content is a great location.
  • Use CTAs on your company blog: Blogs go hand in hand with your website marketing, another one of the most efficient places to insert a CTA. Because your business’s blog already offers unique value and information to customers, including a well thought-out CTA is a fantastic way to produce more engagement and encourage customers to take action. For best results on blog-focused CTAs, the CTA should appear after a relevant piece of content and should point readers to the desired action. For example, a blog post about the “10 Best Marketing Tips for Small Businesses” could feature a CTA encouraging customers to sign up for the company’s limited-time small business marketing course. This CTA is relevant to the content the reader just finished, so it’s exciting and likely to draw high levels of engagement.
  • Use CTAs in your promotional emails. Emails are a natural place to include CTAs. Because emails are naturally concise and limited to a particular topic or set of issues, CTAs work well in the email format. To use CTAs effectively in promotional email, be sure to keep the body copy of the email short and use the CTA to point readers in one particular direction –such as purchasing an ebook or downloading a new white paper. This helps avoid confusion and makes your CTAs more effective.
  • Use CTAs in your direct mail strategy. In addition to using CTAs in your emails, you should also be using them in your direct mail strategy. Direct mail can be an incredibly useful form of marketing when done correctly, and a well-placed CTA may be exactly what readers need to take the desired action.

Four Top CTA Tips and Tricks

To make your CTAs more enticing and effective, follow these tips:

  1. Use contrasting colors in your design. CTAs don’t work if they don’t stand out, so ensure that you’re using contrasting (yet complimentary) colors in your CTA design. This helps the CTA stand out from the rest of your website and draws a visitor’s visual attention.
  2. 2. Place the CTA in a prominent position.If your CTA is meant to relate to a blog post, it should be placed immediately at the end of said blog post. If it’s supposed to be more general, you’ll want to put it at the top or sidebar of your site. By ensuring that your CTA is located in a natural position, you can make it more visible to readers and more likely to be clicked.
  3. Offer attractive incentives.Nobody is going to click a CTA that says, “Download stuff now!” For your CTA to be effective and exciting, it needs to offer attractive incentives. This means that your CTA should tell readers how, what, and why. In other words, how they get the incentive (click, download, share, etc.), what the incentive is (hard goods, electronics, gift cards, etc.), and whyit’s important (exclusive material, exciting new product, etc.).
  4. Use different CTAs for various products.Instead of trying to create one CTA to rule them all, use different CTAs for different incentives. This ensures that you’re appealing to buyers at all stages of the buyer’s journey and makes it easier for customers to find relevant CTAs they want to interact with.

While the CTA is a valuable tool, it takes time to learn to do it correctly. Luckily, companies that do are better equipped to market their incentives and appeal effectively to their customers.


To learn more about using incentives in CTAs, contact Mpell Promotions today!