We recently read an article where B2C author defines a call-to-action as a “button, banner or some type of graphic or text meant to encourage a user to click.”
To extend on this marketing practice that can be seen across various channels (TV, social, emails) we see this strategy as a motivation tool for consumers. This practice creates a sense of urgency by the brand when they use action words in the advertisement – but how do you know if the consumer is following through? What do you have to offer for a consumer to take action on your ask?
The tips in this article “Calls-To-Action: What Are They” list out design elements like white space, strong font and bold design. However, the bigger question brands and businesses need to ask is “How and why will the user take action?”
One tip that specifically stood out amongst the suggestions was “copy to get people to act.” Strategic wording needs to be carefully selected to generate an immediate action from consumers. With call-to-actions, sometimes less is more. Brevity is key as it is possible to lose the consumer’s interest with long and descriptive copy. Instead, one word actions like “buy” or “donate” can successfully capture a consumer’s interest. In the world of social media, a marketer may have as little as 140 characters to inspire the call-to-action so using concise wording becomes even more important.
Chirpify has helped pioneer call-to-actions into the field of social media- a platform consumers are comfortable with and have access to from their mobile devices. We have been able to further simplify call-to-actions beyond buttons and banners with Actiontags. By utilizing an Actiontag, consumers are able to perform the call to action by simply retweeting or using the specific hashtags from advertisements they see anywhere. Actiontags also plays into the idea brevity by using one word hashtags such as #buy or #enter. Using those call-to-actions generates an immediate response from brands on a select social channel. These practices can also be implemented into previously uncharted marketing territory. Brands are able to enable these call-to-actions from social into marketing channels such as billboards, TV and even in-venue events.
Learn more by listening to our recorded webinar on cross-channel conversion opportunities (using CTAs!) here.