When B2B marketers prioritize their marketing tactics, it usually starts with email. We've become extremely reliant on email marketing over the past decade, and honestly, inboxes are starting to get full.
While still effective, email marketing is not as effective as it once was, which is why we need to broaden our focus and look at other avenues to help generate leads. One simple piece of the lead generation puzzle, that many folks in the B2B space can benefit from, is the CTA.
If you don't know what a CTA is, listen up. This is important. A CTA (aka calls-to-action) is "an image or line of text that prompts your visitors, leads, and customers to take action." serve as the gateways to your landing pages. They are literally calling for the person to take an action.
CTAs are an integral piece to inbound marketing as they serve as a gateway to all your landing pages. If a person click on a CTA, they're taken to a landing page, where they can fill out a form to receive a special offer, where they then become a lead.
The action itself is whatever you choose it to be: download an ebook, attend an event, schedule a demo, etc. As long as it is relevant to what you're marketing and writing content about, a CTA can live anywhere - it can be on your website, you blog, your landing pages, your emails, even your social channels.
More often than not, you're only going to be using one CTA at a time in your marketing. As such, you want to be sure that the CTA is eye-catching with compelling copy. You also want to align your CTA with the lifecycle stage your buyer is in. So for example, if they're reading a blog post about inbound marketing, the post ends with a CTA for your top-of-funnel offer for a guide to inbound marketing.
Examples of CTAs
Here is an example of a CTA that New Breed designed recently. You'll see that while they are simple in design, they have compelling copy and a clear action at the bottom of each. We have conveyed what the offer is about, showed what the offer looks like and finally, made the offer even more enticing by using the word free.
Who can resist "free", right?
When you're thinking about the design of your CTAs, it's important to take a few things into consideration:
- Use actionable language.
- Make sure your copy is aligned - both on the CTA as well as the landing page, email, etc.
- Clearly show the benefits - why should someone click?
- Play around with urgency - sometimes using the word "now" can cause people to feel the need to take action immediately.
- Don't be afraid to go big - make your CTAs BIG and BOLD - see ours? You get the picture.
- Use color to make things pop - especially where you want the user to click (hence our "Free Download" button - a CTA within a CTA!).
- Make sure they're prominent on your website / blog - no point having them if no one can see them!
- Test everything - colors, text, placement, imagery, size, etc. TEST, TEST, TEST.
How to Create a Custom CTA in PowerPoint
Now comes the fun part. The design part!
There are lots of options when you're thinking about the design of your CTA. You can have your design team create it, but what if you just need something super quick? That's where PowerPoint comes in.
It's really easy to create custom CTAs in PowerPoint. So easy in fact, we decided to create a short little video for you and show you just how simple it truly is.
We hope you found this video helpful! And we'd love to see what you make for your own custom CTAs. Please share a link to them in the comments below!