Call to action: measure your content’s performance

In the noisy and crowded investment management sector, gaining a share of voice and genuine customer engagement is hard. Crafting compelling marketing content is only half the battle. The other half is ensuring that content effectively converts the reader into clients.

This is where a Call to Action (CTA) is indispensable. A CTA is not just a button or a line of text; it’s a strategic tool that guides the audience towards the next step in the sales process.

The importance of CTAs in investment marketing cannot be overstated. And yet, I still see so much content that leaves the reader hanging.

Without stating the obvious, a purposeful call to action gives several benefits:

1.????????? It motivates your reader to act.

2.????????? It enhances the customer journey by moving them from merely awareness to decision making.

3.????????? It increases conversion rates by moving leads through a sales funnel.

4.????????? And it allows marketers to measure the success of campaigns.

This last point is most critical these days. In most conversations we have with marketers, we hear how much of a struggle it is to measure the effectiveness of their content and demonstrate the value of marketing.

A call to action is one way to directly measure the success of each piece of content. But what makes a strong CTA?

There are a few simple things we can do to direct the reader to do what you want.

1.????????? Place the CTA in a prominent place on the page.

2.????????? Use actionable words and imperative language like ‘Subscribe now’ or ‘Sign up here’ or ‘Schedule a call’.

3.????????? Keep the action short and simple.

4.????????? You might use time sensitive language to create a sense of urgency.

5.????????? Experiment with different CTAs through A/B tests to find out which ones work best.

Try these out and find out how your content is performing.

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