The call to action or CTA is an essential component of any inbound marketing strategy. It is what pushes a user to perform a certain action. It takes the form of a button or link with an eye-catching and compelling text that encourages the user to click on it.

In this post, we will explain examples of calls to action and how they can elevate your inbound marketing strategy.

Moreover, these are techniques that we implement in our clients' strategies, thus guaranteeing the success of their business.

Why it's important to include calls to action in your Inbound Marketing strategy

For users to take a specific action, they need a CTA. Even if the action seems obvious, such as buying a product or subscribing to the newsletter, the user must have a button or link to click. Ideally, that button or link should stand out from the text. The success of an online business depends entirely on this element, because without including calls to action, you will not have an effective way to get leads and customers.

8 types of calls to action

Lead generation: The main objective of this type of CTA is to get leads. It is usually placed at the end of a piece of content or in the sidebar. For users to click on it, it must be eye-catching and explain what is on the other side of the button.

Form fillers: This is used to make submitting data or personal information much more attractive, so instead of including a "Submit" button, you can specify what the user will get when clicking on the link. For example: "Get your guide".

Lead nurturing: There are times when you get potential customers, but they are not ready to make a purchase. The goal of this type of call to action is to convince them to buy by offering them specific and attractive offers.

Discover a product or service: The user should be able to find information related to the brand or a specific product or service quickly and easily. In this case, the CTA should be simple and without too much text, but it should stand out from the content.

Close the sale: these CTAs are usually at the end and aim to make the user buy the product or service by giving the illusion of exclusivity. For example, "Get it now" or "Get your place now".

Event promotion: In this case, the goal is to get as many people as possible to attend an event, so you should promote and aim to drive ticket sales. These CTAs do not appear in a specific space on the page and can be placed almost anywhere.

Read more: If you don't want to show all the text of a post, you can use the "Read more" or "See more" button. This serves to arouse curiosity and ensure that the most attractive posts receive quality traffic.

Share content on social networks: This is one of the most basic CTAs out there. It invites users to share content on their social networks, allowing you to reach a wider audience and generate web traffic.

The type of CTA you should use depends entirely on the type of campaign you are running. In general, it should always be attractive and differentiated from the rest of the content.

Calls to action based on their locations on a website

Different CTAs can also be used depending on the position or place they occupy on a web page.

Basic CTA: This would be a button that is placed at the end to achieve a conversion.

Persistent header CTA: this is usually placed in the header or footer and is always visible, even if the user scrolls down the page. This is the best way to ensure that the CTA is always available when the user wants to click on it. It is often used to inform users about a generic offer or to invite them to subscribe to the newsletter.

Exit intent CTA: this call to action is actually a pop-up window that appears when the visitor intends to leave the page. Its purpose is to convince the visitor to stay or to take an action before leaving.

Web-To-Call: Most users use mobile devices for browsing, so this button allows users to make a call to the company directly from the website.

Although CTAs are a key element in any marketing strategy, it is important not to overuse them. Placing too many calls to action could make none of them stand out enough for the user to click on them. Defining the objective of your call to action and placing it correctly on the page is the only way to get your users to take action.

Contact us to make your CTAs part of a solid and sustainable strategy for your customers.