Why Every Post Needs A Purpose: The Power of a Call-to-Action

Ever landed on a website or social media post that caught your interest, but left you unsure of what to do next? This is the critical importance of a call-to-action! So, what exactly is a call-to-action? It’s exactly what it sounds like! A call-to-action is a form of marketing that prompts an audience to act upon whatever the marketer is selling or promoting. Essentially, it is calling on the audience to act on something!

So what do these actually look like? Calls to action can come in many forms such as a button on an email campaign promoting ticket sales, a pop-up form on a website to subscribe to a newsletter, and even a simple “comment down below” on social media posts to get the audience talking. There are so many different ways to guide your audience to the next steps of what you’re promoting and there are plenty of reasons why this matters!

Let’s talk about just how important calls to action really are! Not only do these prompts guide the customer’s journey, they enhance their user experience. When users can glide through a website or post easily with the next steps right in front of them, confusion is reduced and conversion rates often improve! In addition, calls to action on social posts build a sense of community within the audience when a conversation gets flowing. When being asked to give an opinion or comment on a post, the audience members feel more included and the sense of urgency to engage while other users are too is increased.

How should we go about implementing calls to action? Read the room! Make sure to analyze your target audience and see their interests, preferred platforms, and communication style. This plays a key role when using a call-to-action because if you don’t speak in your audience’s language, they probably will not act!

So, what should marketers do after using calls to action? Analyze their performance! If using a button on an email, make sure to look at the click-through rate to see if users clicked on the button. You can even take it a step further and see if the click on the button led to a ticket sale, social media follow, or more! When you put a call-to-action in a social media post, see if users act on it! Are they starting a conversation about what you’re promoting? Go even further and listen to their thoughts to integrate them within your brand strategy!

All in all, posts should do more than just sit on your feed—they should serve a purpose! Regardless of your goals, calls to action can elevate your customer’s journey and encourage the next steps in every post, email, or website visit. Using calls to action creates a more meaningful experience for everyone involved. So next time you’re promoting, don’t just share—lead your audience down the right path!