Campaigning Maximizing Engagement: The Power of Call to Value + Call to Action Mohamed Hamad Campaigning 5 mins read Jul 8, 2024 Maximizing Engagement: The Power of Call to Value + Call to Action - Mohamed Hamad Table of Contents The Power of Call to Action (CTA) Introducing Call to Value (CTV) When and How to Use Each If you’re in marketing, online sales, or web development, you’ve heard of the perennial and all mighty Call to Action. Every page has to have a CTA. Calls to Action drive eCommerce, conversions, subscriptions, downloads, purchases. They drive the web, and we’ve been conditioned to always make sure we have at least one everywhere. As the web evolves, and digital marketing gets slicker, and consumers get savvier, we need to vary our approaches to expressing value propositions to engage our audience better. The Power of Call to Action (CTA) Calls to Action are the go to style of actionable engagement on the web. They aim for an immediate response, with direct language that describes what the user is going to Do when clicking on a button. Whether it’s “Buy Now”, “Download This Guide”, “Contact Us”, or the all too familiar YouTube “Smash the Like & Subscribe button!”, its action oriented and direct. Focus: Immediate Action Action: Specific directives urging an immediate response Impact: Drives direct engagement through clicks, downloads, purchases, or sign-ups Examples and Best Practices Placement: Prominent buttons on landing pages, at the end of blog posts, or within pop-ups Design: CTAs are visually distinct, eye catching and easy to click Clarity: Clear, action-oriented language that tells users exactly what to do next Introducing Call to Value (CTV) CTV’s add a little flavour to CTA’s by not just simply directing users on what to do; but explains why they should take that action. By highlighting the Value or benefits, CTVs enhance the user’s motivation to engage. They appeal to the users desire and needs. By adding engaging CTV copy before prompting a user to action, you can improve engagement and conversion rates as users clearly understand what they stand to gain. Crafting a compelling Call to Value Creating a good and compelling CTV is simple. Think about your audiences motivations, desires, challenges and goals. What are their wants and needs? A good CTV will address their desire, while the complimentary CTA should address their need. Example 1 You manage an eCommerce store, where your value proposition is affordable prices for quality products, and you offer free shipping over a specific amount of purchases. Your audience will want a good deal on price and saving money on shipping. And their need is to buy your products for the holiday season rush. A CTV/CTA banner on your homepage could be: CTV Heading: Get Free Shipping with Purchases over $100Copy: This holiday season find the perfect gifts for your loved ones and treat yourself to something special with our seasonal deals.CTA: Shop Holiday Sale Now In this example we are using a CTV as a heading, and adjusting the CTA to be more descriptive instead of what would be the standard “Shop Now”. Example 2 You manage a community of business professionals in a specific field, where the value proposition is connecting with like minded individuals. Your audiences wants to learn from peers and needs to expand their network and experiences. A CTV could be: CTV Heading : Connect and learn from like-minded professionals! Copy: Join our community to network and gain insights from professionals who share your interests and goals. CTA: Join the Community Today! Alternative CTV only CTV Button: Connect with like-minded peers today! In this alternate example, we can have just the CTV as an actionable button that acts as a CTA. Best Practices Focus: Value Proposition Value: Benefits or positive outcomes for the site visitor Impact: Increases motivation and desire to act, leading to higher engagement/conversions Usage: Alongside CTAs in headlines, visuals, and email subject lines. Messaging: Focus on the unique benefits and value propositions that appeal to your target audience. When and How to Use Each Immediate Conversions When you want your users to take direct action, such as making a purchase or signing up for a newsletter, CTAs are your best bet. They are direct, to the point, and when paired with compelling design, they can be incredibly effective at driving conversions. Building Long-Term Relationships When you want to cultivate a deeper connection with your audience and help them understand the value you offer, CTVs shine. They provide audiences with a clear reason to engage, making them see the tangible benefits of doing so. Balanced Approach The most effective content marketing strategies often blend CTAs and CTVs. Start by illustrating the value (CTV) to pique interest and resonate on an emotional or logical level. Then, follow up with a compelling CTA to seal the deal. Thinking about your audience and customers should be at the core of your content and engagement flow. By considering their motivations and desires and how you can add value will connect better and build stronger relationships, which in turn improve your brand loyalty. While CTA’s tell your audience what to do, CTV tells them why. CTV’s can be used to compliment CTA’s or they can also be used on their own as actionable buttons. Experiment with both approaches and measure your impact to find the best approach. 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