It stands for Call To Action. And youâ€™d be surprised how many people donâ€™t understand what it actually does, which is a shame because theyâ€™re missing out on opportunities to further engage their audience.
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.
As a bank, CTAs can â€“ and should â€“ be used for a variety of purposes. You may have recently published case study where a client has had some business success using your new financial tool â€“ so when people are reading the case study, you want to drive them to find out more about it.
Or you could be blogging about an upcoming business event or seminar â€“ again, you want your audience to click through to sign up for it.
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:
Short answer â€“ yes. If youâ€™re selling or promoting something, then deeper engagement with your audience is necessary to get the most out of your marketing strategy. 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.
Remember â€“ CTAs are one of the easiest and most effective content marketing tools available.