If you stumbled upon this article hoping to learn how to improve your, "Critical Thinking Appraisal" you might want to tap the 'back' button. Yes, this is a blog that is all about helping Higher Education professionals, but in the areas of Marketing and Communications.
A very important part of the Inbound Marketing process is an attention grabbing Call To Action (CTA) to help convert those strangers you attract into leads. Translated as:
- High school students and their parents find your compelling online content
- They enjoy your content so much they want to continue the relationship and do so by clicking on your Attention Grabbing CTA
- They complete a short form and just like that....your admissions officers have a warm, interested lead to follow up with
- Alumni Relations and the Office of Developent (Advancement)
- Long lost alumni find your compelling online content
- They enjoy your content so much they want to learn more about becoming reconnected with the College and click on your Attention Grabbing CTA
- They complete a short form and just like that.....your alumni relations or development officer have a warm, interested lead to follow up with
We've talked a lot in the past, and will continue to do so on topics and ideas to attract and delight students, alumni and even parents, but today's topic is all about the importance of your attention grabbing Call To Action as part of the, "Convert" phase.
Quick Break - What exactly is a CTA?
A call-to-action (CTA) is a button or link you place on your website, blog posts or even emails to drive prospective customers to become leads by filling out a form on a landing page. A CTA is the link between the content your potential customer is interested in and a page with a more high-value offer on it (the landing page) that is relevant and interesting enough to persuade your visitor to complete a short form.
CTAs can use all kinds of different wording to attract attention from qualified leads, including:
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Fast Break - What are some CTA Best Practices?
Attention grabbing CTAs have several things in common and we've listed the best of the best for you below:
- Visually striking with copy that compels your visitor to click the offer
- Brief: A couple of words is best, no more than five is ideal
- Action-oriented: Begin with a verb like "Download" or "Register"
- Located in an easy-to-find spot that follows organically from the flow of the webpage, blog post or email
- In a contrasting color from the color scheme of the webpage, while still fitting in with the overall design
- Large enough to see from a distance, but not so large as to detract attention from the main content on the page
- Easy to understand and clear: Be sure to state exactly what the visitor will get if they click on the CTA and go to the landing page
Full Speed Ahead Break - How do I use my new Attention Grabbing Call To Action?
CTA to generate leads - The purpose of this CTA is to attract visitors and turn them into leads; therefore, you'll want to place a CTA in a location on your website that sees a large amount of new visitors, like on your blog. The best places you could put a CTA are at the end of a post, in the sidebar, and as a floating banner in the corner.
Here is an example of a CTA to generate leads.
CTA for Social Media Growth - It may seem obvious, but social sharing buttons, like for Twitter and Facebook, are an effective, easy way for visitors to become involved with your company. Place these CTAs on blog posts and landing pages, but be careful to not include them in spots where people are submitting their personal information.
Check out the example to see what this can look like and to get inspired.
Lead Nurturing CTA - You want to further encourage leads to buy your product, so you must first tempt them with another offer that relates directly to your product, such as a product demo or free trial. Place these CTAs in strategic spots where leads tend to consistently visit. You could even use a smart CTA in a blog post or on another offer's thank you page.
Check out what this could look like.
Close the Sale CTA - Using a CTA is a good method to turn leads into customers. The purpose of this CTA is to encourage a potential customer to buy your product or service right at that moment when they are debating whether to click on the CTA. Make possible customers feel comfortable with getting involved with your company through creating a friendly and clear CTA. You can place this type of CTA on a product page and you can also use smart CTAs at the end of blog posts.
Here is an example of a sales-focused CTA.
Promote an Event CTA - Use an event promotion CTA to create awareness of and attract visitors to your event. How much easier can it get to learn about and register for an event? The location options on your website are infinite for this CTA since the message can relate to all different audience types.
Here is a sample of how to promote an event with a CTA.
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