How to create a killer call-to-action

Posted by Jill Harris on 01/02/19 10:09

Call_to_Action_0219A good CTA (call-to-action) is vital as it requires your customers to engage even further with your brand. A bad CTA puts you at risk losing a profitable opportunity. As an online marketer, you must understand the need for your customers to buy your products, subscribe to your services, and register for your events.


To help ensure your online marketing works as hard as it can, here are some tips on how you can create the kind of CTA that’ll get you killer results.

Simplify, simplify, simplify

What do you want your customer to do? Buy something? Look at some new content you’ve created?


Whatever it is you want them to do, make it as clear as possible, and as easily as possible to understand.

Less is more

When Zanussi reduced the number of CTAs in its email from four to one, it achieved a 42% increase in opens. Originally, they’d thought more buttons would equal more. It didn’t. It equalled confusion and misunderstanding with their customers.

Location, Location, Location

Where you put your CTA in emails or website pages or blogs is vital. Your ‘real estate’ is precious. Every bit of it should be working the hardest it can, so place the CTA above the fold in emails or web pages. That way, your customer will see what it is you want them to do almost immediately. Hide it at the bottom of an email, out of the way, and they’ll either miss it completely, or delete the email before they get there.

Choose your words carefully

Words are incredibly powerful tools. Choose the right ones, and your campaign could be a runaway success.


Use the wrong ones, and it’ll sink without trace. First and foremost, think about what it is you want your customer to do. Remember, only ask them to do ONE thing. For example:

  • Buy Now
  • Subscribe Here
  • Shop The SALE
  • Learn More
  • Download Now
  • Enter Here
  • See What We Recommend for You
  • Start your FREE Trial

Quick! Read this - immediately

Bet your eyes went straight to this, didn’t they? Most CTAs are time-critical. In which case, make it clear you want your customer to act now, shop now, do something – now.


However, research has found that some customers react negatively to being told to do something immediately.


We come on to A/B testing soon, but the different use of language in one CTA vs. another might be something you want to consider – and test.

Make it STAND out

A good CTA needs to stand out from the rest of the content to grab your customer’s attention. Don’t make the colours or design the same as your brand colour and design. Choose a different typeface. Give it room to breathe. What we mean by that is, try and make sure there’s plenty of space around the CTA. Don’t stick it right in the middle of a load of text.

One size does not fit all

Mobile is fast now the most popular method for consuming email. That’s why getting the size of your CTA

right is imperative. Clicking a link on your desktop is easy: touching a CTA with your thumb can be slightly more difficult.


Here are some guidelines for finger-friendly design:

  • Apple’s iPhone Human Interface Guidelines recommend a minimum target size of 44 x 44 pixels
  • Microsoft’s Windows Phone UI Design and Interaction Guide suggests a touch target size of 34px with a minimum touch target size of 26px

Testing, testing your CTA

See what kind of CTA works best for you. Try sending out two creatives using two different buttons: maybe one that’s blue and one that’s red,or try two different sets of copy. See what works best for you and your users so you can optimise ongoing sends.


For more on great CTAs follow this link>>>


Design and Optimise Calls-to-Action

Tags: call to action, calls to action, b2b cta, small business marketing cta, b2b call to action

10 Steps to Creating a Content Marketing Strategy

Posted by frank harris on 28/11/18 15:32

online marketing 1018A content marketing strategy plays a crucial role in digital; marketing as it tells you how successful your programme is going to be. It’s about planning, strategizing, execution and measuring results.

Why you need Content Marketing?

Here are 5 reasons why you need it:

  • Trusted by customers - When you write a blog post or publish an eBook, that content will be trusted more by your customers than the marketing copy on your website.
  • Supports purchase process - A sound strategy helps guide your personas down the marketing funnel to conversion.
  • Feeds social media - With social media, content drives behaviour. It’s not just the cat pictures that people like and share on Facebook but also content that your personas like. Your content distribution feeds your social media channels.
  • Delivers your message multiple times so customers believe it - You can produce the same content in different formats like blog, eBooks, infographics, video etc. In doing this your customer has more chances of believing it.
  • Is less expensive - There is a cost in producing pieces of content. It comes from the time you spent researching, writing, editing, designing that piece of content.

So now let’s start your content marketing strategy with our 10 Steps:

  1. Establish your content marketing goals

Be clear on what you are trying to achieve. Goals may vary per campaign e.g., building your brand or generate leads and sales?

  1. Know your personas

If we try to market to everyone, we reach no one.


Start with identifying a simple demographic and then expand. This link shows you how to develop personas:


personas cta


  1. Determine information needs

What information are your customers seeking? Providing something they need and want makes you a useful source. Not sure what your audience wants? Test. They may want answers, product information or how to tips. Ensure any ratings or reviews are accurate and legitimate. Honesty is a must!

  1. Select Content Formats

Content comes in many forms so decide what works best for your brand and your personas.


Once you start to relate to your personas and develop a better understanding of them, you’ll be able to cater for their needs. If you use a format and determine an alternative would be better, don’t worry change tactics!

  1. Tell stories

You can share stories, but you must allow your personas to do the same and remember it’s not always about you.

  1. Brand content

You have to take everything you do and make it consistent. Colours, text, sound, and even the structure of your language.

  1. Develop an editorial calendar

This ensures you stay on track with your content marketing efforts and will save you time in the long run. To create an editorial calendar, decide its structure. Decide how many posts you will be sending out daily and the metrics you’ll track. Remember seasonality and holidays to embrace content like seasonal tips to humanise your brand and directly relate to your personas.


Your calendar allows you to establish recurring content features and decide on your major content offerings. It also means you can do some advanced keyword research and enhance your content’s SEO.

  1. Optimise search and consumption

If no one can find your content, no-one can consume it. It’s easy to get close to your business and become removed from your personas are searching for. You must start by finding out! Your headline is crucial so ensure that it is attention grabbing. Your content should be visually appealing with eye-catching images. Write your content around one keyword phrase that your personas are searching for.

  1. Distribute and promote content

After creating content, distributing and promoting it will determine how successful your content marketing efforts will be. Start by placing it on your website, then promote and direct people to it from your social media platforms. Include links in all communications and incorporate your content into offline interactions.


It’s important to ensure that people are aware of and can find your content, otherwise all your hard work won’t bring the rewards they should.  Attend events relevant to the topics you have covered in your content and spread the word!

  1. Track results

You have established your goals, implemented a strategy and worked on creating and promoting your content. Now, track the results.


What were you trying to accomplish? If you were trying to increase traffic, did people come? Have you generated leads?


To make things measurable, you need to create a sense of urgency by including a promotional code, a call to action or insert a tracking into any links that you share beforehand.


Content marketing is about establishing goals for your target audience and then determining their needs. It is also about selecting the content format that your personas use along with keeping your branding in mind. Finally, it’s about being focused with the help of a content calendar and then optimising your content and distribution and measuring results. Content marketing is hard but if it was easy everyone would be doing it!


To get my toolkit to help you further, click on the link below>>>


content marketing for small business

Tags: content marketing, b2b content marketing, small business content marketing, content calendar, real time marketing, call to action, content marketing strategy

6 Tips to Create Compelling Small Business Calls-to-Action

Posted by frank harris on 26/10/18 10:09

cta 1018Creating small business marketing calls to action that work is key to increasing your conversion rates. Getting visitors to do something you want, whether to buy a product, subscribe to your emails, click on your ad or read a blog post you need an enticing call to action that they just can’t resist.


Whilst there is not a ‘one rule for all’ when it comes to a good call to action (CTA), there are several best practices that can increase your success rate. Designing simple yet effectual call to action buttons that are click worthy is central when it comes to encouraging click throughs.

  1. Size Matters

An effective CTA should be larger than the surrounding content for visitors to see it as something separate. It needs to be easy to read when you are scanning the page. The larger the call to action the easier it will be found, but this needs to be balanced with informative page or ad copy to communicate to the reader about the service or product being offered.

  1. Colour & Contrast

A call to action needs to stand out from your design, using a contrasting colour to the background to draw the visitors eye. To create a sense of urgency a bright colour such as red or orange is effective. Although you don’t want a colour that is going to clash with your overall design.

  1. Wording

The words and language you use will have a massive impact, again simplicity works best for straightforward actions such Sign Up, Find Out More, Book Here, View Products, Add to Bag etc. Don’t be to pushy as the hard sell can turn buyers away.


If you want to try something different, you can try a question as a call to action to see if this works for your business for example ‘Want to save money on your heating bills?’. Getting creative with wording also helps, if you’ve got a promotion running why not try ‘Add to Basket – Save 50% Today’ to make a product even more irresistible to buyers.

  1. Position

Never overcrowd or squeeze in your call to action, leave plenty of space around your small business marketing CTA to draw the readers eye. You can use a call to action across all your digital marketing from your website and newsletter to your social media networks and blog, and this will make a difference where you position the call to action.

  1. Multiple Calls to Action

Offering multiple calls to action on a page is not necessarily a negative but will have an impact on conversion rates. A good tip if you are displaying two CTAs is to make the one you’d prefer users to click on to stand out more using colour and contrast. Whilst this gives visitors a choice it also lets you entice them to the better option for your business.

  1. Test, Test, Test

Small tweaks in calls to action can make all the difference to your conversion rate, just changing the colour or a word can have an impact, so testing is essential. Try various options to see which get the best results, but make sure you only test one thing at a time otherwise you won’t know which element is working.


Whether we notice or not we are all faced with many CTAs every day. Are you nudging your customers in the right direction with your calls to action? If you have any examples that have worked well, we’ve love to hear them, after all if you don’t ask you don’t get!


Calls to action are essential to get leads via direct sales or sign ups. For more on How to drive not only leads but traffic and then sales check out my Free eBook from the link below:


How to get Traffic,   Leads and Sales  to your Business

Tags: b2b small business marketing, small business blogging, small business content marketing, call to action, calls to action, cta

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