Inbound marketing is all about providing interested parties with information that is relevant to them. This should be both freely available on your website and accessible via form filling. This is the only way you can generate leads and keep them informed about yourNurturingTurn them into customers.
To direct website visitors from the free to the advanced level, use calls-to-action.
What is a call-to-action (CTA)?
In a nutshell, it's its call to action. And it's one that, in inbound marketing - as mentioned above - is used to transition visitors in theNoFu leveland leads in theToFu levelprovides. With a CTA, you ask your visitors to delve deeper into the topic and thus offer them further information.
Where exactly are they used?
In order for your unknown visitor to get to a landing page and convert to a lead there, you should place CTAs both on your normal website, but especially within and below your blog articles. Of course, they basically have to fit thematically into the page and the further content offered has to be a logical extension of the original content.
Especially calls-to-action below blog articles should be thematically very well coordinated, because in the end you can assume that someone who has read an article to the end is really interested in the topic. And accordingly also wants to receive more in-depth information.
What do CTAs look like?
1. a simple anchor link
You've probably never thought of an anchor text as a CTA in a big way, but these links alone let you know that you can learn more about the topic with one click. These don't just have to be links to other people's websites, or to good blog articles. You should also link to your landing pages within your text if the content offer will help those interested.
Additionally, of course, you can make it very clear that the link is a call-to-action for a content offer and place it alone in the text.
2. a simple button
Depending on where the CTA is to be placed on the page, for example in the header or directly below the appropriate information, they can look like a simple button. We are used to this today, for example, from orders or quizzes on social media portals. Today, a button clearly conveys that after the click it definitely goes to another website.
Depending on the layout of your button, you can use the color scheme to draw attention to it and direct interested parties to your further offers.
3. banner button
Banner buttons are particularly eye-catching and, above all, very clear as far as the call to action is concerned. You can place them anywhere on the page. In inbound and content marketing, they are mainly used below blog articles.
These buttons usually consist of an image of the advertised offer or other visual appeal, a short teaser text, and a button. This is really just to let visitors know where to click. Basically, the entire banner is clickable and the button is integrated into the image.
How do you create a call-to-action?
- You create links in your CMS as usual and simply direct interested parties to one of your landing pages.
- You can create buttons or banner CTAs, for example, as image files, upload them to your CMS and provide them with a link.
- Some content management systems also offer you the option of displaying links as buttons within the system. Here you can usually also adapt the style and color to your company specifications.
- With Marketing Automation Softwareyou can also find out how your CTA is received by your visitors, i.e. how many actually click on it - and ultimately become leads via the landing pages. Here you can use both an anchor link and a button / banner CTA. These are given a specific code by the system to transmit the information back to it when you embed the button on your page.
Is there a style guide for CTAs?
Quite clearly: No.
There is no general style guide for CTAs.
In the end, you should orient yourself on the guidelines from your corporate identity. The styling can of course take place within these framework conditions so that the call is well integrated into
your online presence.
Or you can deliberately deviate from it to make the button (in whatever form now) stand out clearly.