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MarketingTip - How to optimize your CTA

Cindy Romero
  1. Why a CTA strategy matters
  2. The Message
    1. The Two-Step process
      1. Step one: Entice the reader to open your message
      2. Step two: Tell a story that captures the reader.
  3. The Marketing Approach
    1. Consider the tone & voice
    2. Positioning and strategic placement
  4. The offline CTA follow-up and creating a personal rapport

The story can be told, and it can capture your reader's attention and engage them with your message. 'Great!' they exclaim 'I'm interested!' but suddenly there's no call to action, no follow up or next steps; They want to learn more, they just don't know how. This is where a compelling call to action strategy comes to place, one that not only tells your potential customer where to go and what to do but also continues to engage them with your product or service.

The big difference between engaging with a potential sale or creating a CTA strategy is where the 'Action' part is coming from. The sale would require the action to come from the seller or a representative. With CTA implementation you're asking your potential customer to let you know they're interested, they are taking action by telling you they want to 'Learn More' or simply 'Buy Now.' 

There is a misconception that CTA is just one button at the end of your Email/Newsletter or lading page; although it is true, it can also extend beyond that. A call-to-action can have different layers, and in an integrated campaign, it can happen multiple times in different ways. For example, it can be a follow-up call to verify your potential costumer's interest or scheduling a demo to showcase your product. There are many different CTA implementations to successfully convert a likely lead into a purchaser.
Here are various ways to make your CTA strategy more effective digitally and offline.

The Message

All messaging should have two CTAs: The 'read/hear/view this message' and the 'Click Here/Learn More' message.


First step, let's begin with what makes readers engage with any given message in the first place. If you are sharing your message by email, you must have a compelling subject line that clearly states what the message is about while simultaneously spark their interest. You should also try to make it personal and not robotic, avoid using email addresses like sales@ateam.com and instead use personal emails such as michael@ateam.com. Consider this your first impression; if executed successfully, you have accomplished step one of the two CTA's: 'Read this.'


The process for step two - Click Here/Learn More - needs a bit more charm, if you will, but it's imperative to implement whether the message is an email, video, or phone call. This is when you tell your story and engage your reader with your message. 

Convey in your message that you're solving a problem and not selling a product. Although the end result is to learn about you, the message should be about them - the potential customer. Let them know you understand their challenges, and your product is here to help. Structure your message correctly, make sure you take your readers on a journey they want to follow from beginning to end and not skip parts, they might miss essential information if they do. Once you've captured their attention, you can now complete your message with the final call-to-action. Make sure it's a short and simple yet effective delivery; instead of ending with 'Click Here' add copy such as 'Learn More,' 'Buy Now' or 'Click to Purchase' let the reader know exactly what's going to happen when they click on that button.

The Marketing Approach

In Marketing, there's a complex thought process to deliver a message. Insights are behind every decision, from the design to the voice, tone, and moment you share the idea. The same can be applied to the call-to-action.

Consider the difference in tone between 'Buy Now' and 'Click to purchase.' Did you feel a sense of urgency with the 'Now'? Or perhaps that you will be taking a 'buying experience' with the latter? Both of them share the same message, but the delivery is significantly different.

Place your call-to-action strategically in your message. Make sure it comes after delivering your story entirely, and that is still highly visible and easy to distinguish from the rest of your message. CTA buttons are not a smart coincidence; they make readers associate the action with one they continuously use to browse, purchase, and gather information from the internet. However, readers are interacting with your message, make sure it the call-to-action ends with a click of a button.

When your CTA ends outside of the digital sphere, it's essential to plan the outreach strategically, efficiently, and concisely. Make sure your message stays on point, and that the offline process is not too confusing or requires a lot of work from your potential customer.

Platforms like VOIQ have entered the field to create a seamless transition of the CTA from the digital to the offline sphere. VOIQ is a platform that provides Conversational AI VoiceBots for Sales and Marketing. It essentially makes it easier for marketers to have follow-up conversations with hot leads. VOIQ can also increase ROI and complete the third step of an effective CTA strategy; Connect the potential customer with your product or service. Essentially, VOIQ is what happens after the 'Click Here.' An automated call will be generated, asking the right questions, and verifying the interest of the lead. Afterward, they can successfully be transferred to a representative, schedule a demo or even plan a future conversation, and in this way advancing the potential costumer's interest, solidifying the next steps with a higher level of commitment and created a more personal interaction.

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