Creating a Call to Action for the Quiet Audience

Most content creators often focus on the followers who engage with their content. This is understandable because these are the individuals who are showing interest in their products and services. However, the quiet audience is equally essential. 

The fact that they aren't engaging doesn't mean they have no interest in your products. It is essential to create a marketing strategy targeting lurkers. That’s why you should include a call to action (CTA), targeting the quiet audience. In this article, we will look at how to do that.

Understanding a Call-to-Action and Its Benefits

When you add a call-to-action, you include a prompt asking the users of your website to take a particular action. In most cases, a call-to-action makes an imperative request, such as Buy Now or Sign Up Today. This can also be in the form of stickers or buttons asking social media users to take a specific, measurable action after visiting your site. By adding a clear call-to-action, you can encourage other audiences to take the right action.

A powerful call-to-action can turn the interest of your silent consumers into engagement and conversation. This is because it will enable you to tap into the emotions of your audience. You can connect with them at their decision-making point and tap into their emotional side. CTA buttons and links typically serve as signposts, guiding users on the next step. If there is no clear call-to-action (CTA), it can be difficult for users to understand the next step in signing up for the product or service.

There are several benefits of a call-to-action, such as:

• Encouraging users to act. If customers are unsure whether to take the following action, they will need a gentle nudge to make a decision. A simple and directive statement can inform your clients what they need to do, making the user journey more straightforward.
• Higher conversion. By convincing more people to act on the CTA, you get more customers, prospects, and leads. A simple proof, such as a download report, can lead customers down the sales funnel. You can read our guide on creating a sales funnel that converts.
• Guide your audience. With a clear CTA on your site, the chances of your audience clicking away because of confusion or getting overwhelmed are eliminated.

Designing an Outstanding CTA for your Silent Audience

If your regular followers need a bit of prompting to act, your silent followers require double the effort. This is because they are not so enthusiastic about engaging with your brand. While you may need to engage this group with a not-too-hard CTA, you also need to be direct with your CTA. 

By using a direct CTA that aligns with your post, you can prompt your silent followers to take action. While there are no complicated rules on creating a compelling CTA, here are a few tips on doing that:

• Use an exceptional design. Ensure that your CTA is made of a brightly-colored link or button that stands out from the rest of your site’s design. This can be effective in attracting the user's attention.
• Strategic placement. On any page where you have the CTA, it should be the most visible element, capturing the visitor's attention.
• Focus on benefits. A good CTA should communicate the exact benefits you are offering to visitors. You can highlight the benefits a user will get if they complete a specific action.
• Use actionable text. Write on the imperative to clarify your CTA. Use some action-driven texts, such as “Start Your Free Trial,” to increase conversion.
• Keep it short. Ensure that your CTA is concise enough to be added as a button. A good CTA should be less than five words.

Tips For Creating a Killer CTA For Your Silent Followers

If you need your silent followers to convert, you need to use a compelling call-to-action (CTA) that encourages them to take action. Here are the tips on doing that:

Start with a Strong Verb

A verb describes an action. As noted earlier, you only need to add a few words in your CTAs. Therefore, there is no time for dilly-dallying. You need to immediately tell your audience the action you want them to take by using an action verb in your CTA. The action verb you use will depend on the type of business you are running and exactly what you want the customers to do. If you are running:

• An e-commerce site. Use words such as shop, order, or buy now.
• Newsletter or content piece. Use a CTA, such as "Subscribe" or "Download."
• Service-based business. Use a CTA consisting of words such as “book an appointment” or “call now”.

Avoid a call to action that highlights the product features, as it won't stir people to act. Instead of saying “we have the latest fashion in stock,” use words like “click here for the latest fashion”. This will significantly improve your click-through rate.

Use an Emotional Hook

Use words that stir people's emotions, as these often elicit a strong emotional response from your audience, leading to more clicks and conversions. A well-crafted CTA that leverages emotional copywriting will yield the best results. 

For instance, if someone wants to book a family trip and encounters a call-to-action (CTA), such as a plan that reads “Plan your dream holiday today.” This can get people hyped and thinking of what their dream holiday will look like. To tap into people’s emotions, your CTA can include words such as:

• Minimizing insecurities and risks.
• Trust building.
• Creating a sense of urgency.
• Communicating your values.

Ensure that you add an exclamation point at the end of the CTA to create maximum excitement. This will enable your CTA to stand out and provide it with an extra boost.

Have a Clear Offer

For people to click on your link, you need to establish trust with them. If you are using clickbait, they will stop trusting your brand, resulting in a lower click-through rate. Instead, use direct wording that clearly explains to people what you want them to do. For instance, instead of using a genetic “Click Here”, write “Start Your Free Trial.”

Make sure you clearly state what people will benefit from by clicking on the link or button. Will they save money, lose weight, or do their jobs in a better way? In other words, ensure that the CTA clearly illustrates your unique selling point (USP) or value proposition. 

A USP can help to increase your lead significantly. A good idea will be to marry the USP with the CTA for a higher click-through rate. 

For instance, when you use a CTA like the words “Call us to start saving money today,” you are not only stating the action you want them to take, but you are also providing them with the reason to take the action, which is to save money. 

Leverage FOMO

Fear of Missing Out (FOMO) can be an extremely effective motivator, prompting people not to miss out on opportunities that come their way. An effective way to leverage FOMO is by showing that the promotion or sale will not last forever. Many businesses leverage this tactic, and this is why you often get emails reminding you that the sales end today, shop now, or buy while stock lasts.

Many buyers find it hard to ignore these kinds of prompts, especially during holidays such as Mother's Day or Christmas. FOMO can be an effective strategy for getting extra clicks on your CTA.

Optimize for Different Types of Devices

Ensure that each of your CTAs has been optimized to match the device your audience is using. This is important as people behave differently on mobile devices than they do on TV. Statistics indicate that people searching for local businesses on a mobile device are more likely to convert. On the other hand, someone streaming on TV may need to go to their laptop or mobile device to search for more information. 

Optimizations for TVs can include phrases such as “Learn More.” On the other hand, you can use words such as Shop Now on a mobile device. Additionally, users of mobile devices can make calls directly from their devices. Therefore, it would be advisable to add CTAs that urge users to call, particularly if you are offering a service.

A/B Testing your CTA

Remember that there are no perfect CTAs, and the most effective ones are often the result of A/B testing. Ensure that you track the effectiveness of each design to determine the words and phrases with the highest click-through rate and conversion rate. No matter how hard you try, you will never learn the effectiveness of your CTAs until you have tested them.

This is especially true because digital marketing often involves a significant amount of trial and error. You can have something that looks perfect on paper or may look great when recommended by a friend. But you can only know if it works after testing it out.

Include Numbers if Possible

Numbers pull a lot of people and help them decide whether the deal is worth spending on. That's why you should include numbers on promotions, discounts, incentives, and more. When a user sees the pricing information in an ad and decides to click-through, you can be assured that they are likely to convert.

On the other hand, without pricing information, people may click through just to confirm the price, which reduces your conversion rate despite paying a higher cost per click. When using numbers in your CTA, consider using a phrase like “Shop now for TVs under $200.” This is likely to stir people’s action as they see how little they will be paying for a TV.

Final Thoughts

Converting your quiet audience takes more effort, as this group needs a little more nudging to take action. Therefore, when creating a CTA targeting this group of people, you need to be more creative. Whether it's on your website, in a search engine listing, newsletter, or social media ads, a strong CTA will encourage more people to take action and make a purchase. By using the above tips, you can have a CTA that easily convinces the silent followers to convert.