The motive of calls-to-action is simple. They guide your visitors about what actions to take, and they help you in generating more leads. This is the reason CTAs are an important part of any online marketing strategy.
But, the success of your next call-to-action relies on one question–
Is it clickable or not?
Because if it fails to get you the clicks, it will fail your marketing strategy to bring you leads eventually harming your sales goals.
To get clicks and to increase conversion rates, you don’t just need a CTA: you need a CTA that can convert. Here’s how you can do it:
1. Focus on Words – Make the Purpose of the CTA Obvious
A call-to-action is a final call to convince the readers to take a specific action. And when the readers are B2B professionals that are difficult to covert, you have to be very precise and obvious about it.
So, be clear and concise with the words that you use in your CTA. Keep it short and relevant to what you are offering. If you want your prospects to download a whitepaper or if you want them to take the demo of a product, mention it clearly in the CTA. Build urgency and go creative with your words. Below is how HubSpot does it:
2. Pay Attention to the Design
Designing plays an important role when it comes to a successful CTA. An eye-catching CTA will entice the visitors and will make them click on it.
Work on the design, font, and background colors while putting a CTA on your website. Use colors that are bold and contrasting. Make sure that the color of your CTA is different than the background colors of your landing pages and other pages on the website. Here’s an example:
(Source: Campaign Monitor)
3. Give the CTA the Right Place
Positioning is vital to your CTAs. No matter if it is an email marketing campaign, social media post, or a landing page on your company website; it won’t steal the attention of your readers if it is not readable and clickable to them.
Keep the call-to-action button clear and easily visible. Keep it a part of the story that you are conveying through your content and place it where it can impact the reader the most.
Have a look at how MailChimp does it:
4. Align the CTA with the Buyer’s Needs
CTAs can work best when they pinpoint what exactly your buyers want from you.
Always keep your CTA in tune with the needs, interests, challenges, and goals of your prospects. This way it will appeal to them the most. Also, remember that a CTA should always set expectations that are true and actionable. To get more clicks, don’t boast something that you do not offer as it will just annoy your visitors.
This is how Kissmetrics strikes right at the pain-points of its visitors through the CTA:
Test and Repeat
Let’s accept that the goals, challenges, and needs of every business are different. What works for one business might not work for the other. Thus, one formula becomes the must-to-follow for every business:
Measure + Analyze + Repeat = Better CTA strategy
Measure the success and failures of your CTAs. Analyze what went wrong and what needs to be altered. Repeat the process and you will get an improved CTA strategy that can complement your entire B2B lead generation process.