CTA stands for Call To Action â€“ and if you had to ask the question in the first place, then you definitely need to keep reading!
So what is it exactly? Itâ€™s a link â€“ which could be text, an image, an information box â€“ that encourages readers to click through. But itâ€™s not just websites that have CTAs â€“ they can be used in mobile text messages, infographics, webinars â€“ basically any kind of content.
When it comes to content marketing, CTAs are often overlooked. This is a shame, because your content should be geared towards getting your audience to click through. You might have written a blog about a new financial package or upcoming industry event â€“ if thereâ€™s nowhere to click for further information, the blogâ€™s not going to be nearly as valuable and worthwhile as it can be.
CTAs are most effective if theyâ€™re deployed properly. And to know how to do that, you need to identify what kind of CTA youâ€™re using. Is it a sidebar, a link within text, a button, an image, a pop-up?
What you need to do is consider how you want to engage your readers â€“ which one would work best? Here are some tips:
If youâ€™re not trying to sell a new small business banking package, or promoting a new financial calculator, your content is probably aimed at building trust. You can still have a CTA for this kind of content, such as â€śAsk to speak to one of our Small Business Specialists,â€ť with a link to relevant contacts.
Here at TSBC, weâ€™re experts when it comes to CTAs. Contact us on firstname.lastname@example.org to read some of our success stories and find out how we can help you.
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.