In marketing, a call to action does exactly what it says on the tin - asks the customer to do something. Amid all that colourful, shiny, beautifully-crafted marketing hoopla, a call to action is where the customer will either commit, or turn their heels.
'Call now', 'sign up here' or 'buy this product' are three of the simplest forms of call to action, and getting it right with something really effective and relevant can be the difference between lots of sales or none at all.
Calls to action typically appear at the end of content, like a blog post, but they can actually be anywhere on a landing page, in a video, advertisement and social media message - essentially in any medium and any format whatsoever.
The difficult part is not always where to put the call to action, but how - because the very reason it exists is to give whoever is looking at your content a compelling reason to take an action, rather than get on with their day. In that way, creating great marketing content is nothing, unless it makes the people who read it actually do something tangible.
So here's a few things to remember when it comes to crafting a compelling call to action.