7 Rules for Creating Technology Marketing Calls-to-Action that Actually Generate Action

CTAs are the final offense towards turning a prospect into a customer, and therefore deserve being thought out and strategically planned.

Calls-to-Action, or CTAs, are one of the most important parts of any marketing initiative. And unfortunately, they probably get the least amount of your attention. We put our focus on the content and the design, when in reality it is all moot if your audience doesn’t click.

A CTA’s objective is to grab the attention of the reader and state what will come from clicking on your marketing. With a strong, clear CTA you can be sure your audience will feel comfortable and intrigued enough to click.

I have listed a few main rules you should follow when developing the CTAs for your technology marketing.

  1. Be clear. Make sure you state the value of what will be received when they click, for example “Download,” “Get Your Free Trial,” or “Speak to a Rep.” If your CTA is clear your audience will be more likely to click.
  2. Make it stand out. If you are putting all this thought into the perfect CTA, why end up letting it go unnoticed? Make sure it sits above the fold of browsers or mobile devices, use a color that will stand out, and is large enough to read at a quick glance.
  3. Get to the point. If you think your audience is going to read a long CTA you are mistaken. They moved on after the first couple words, so make sure your point is made briefly.
  4. Give them what they expect. If you are telling your audience that if they click they will download, buy, or speak with someone, you’d better deliver. The link you attach to the CTA must take them where they expect to go. I suggest creating specific landing pages.
  5. Don’t bombard your audience. Put too many CTAs on a page and your audience won’t know where to click. Determine the best CTA to emphasize and save the rest for somewhere else.
  6. Be professional. Although I am emphasizing the importance of the CTA, don’t forget to pay attention to the professionalism of the rest of the creative. You don’t want to be mistaken for spam.
  7. Don’t get fancy. You want the CTA to stand out, but use flash and you run the risk of it going unseen entirely because many mobile devices don’t support it.

From now on, make your CTA a major focus of your marketing strategy. What CTA have you found to be most effective for your marketing?

Photo Credit: Barry Yanowitz via photopin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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