People in every industry love to use acronyms. Whether it is used to reduce the amount of words needed or maybe to bamboozle (not often you hear that word) people into thinking they’re an expert or sometimes just to speak in code that others don’t understand, (I remember a teacher once telling me about her CRAFT group, this wasn’t a really artsy selection of kids, rather it stood for the lovely little kids who Can’t Read a Flipping Thing!).
Whatever the reason, it’s safe to say acronyms are EVERYWHERE!
In digital marketing, we have our fair share, ROAS, CPA, CTR, ROI (this isn’t Republic of Ireland which can get confusing) the list is endless, but here is one that everyone should know and pay significant attention to - CTA!
Call To Action (CTA) is all about the next step you want someone to take, it’s a big ‘Now What?’ that people often forget about.
It’s great having a pretty website or a stunning video or a funny Reel, but there should always be a ‘Now What?’ involved in the planning because without the ‘Now Whats’ the marketing has no focus.
Over the last few months we have been working with one of our wonderful clients to help bring a clear CTA to one of their marketing campaigns. We used Calendly - a free booking system, to set up a platform where possible customers could arrange an appointment by checking the calendar availability of the company’s staff to make a hassle free appointment that suited everyone. The calendar also integrated with the staff’s own calendars so bookings would only happen where there was availability.
In the last few months, this has lead to over 30 appointment for initial consultations which has the potential for a revenue of over £100,000, all without them having to have an extra member of staff arranging appointments over the phone or back and forward through email.
Not all CTAs are monetary but there should always be a desired outcome for any of your marketing.
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