It’s been said that you can lead a horse to water, but you can’t make him drink. This concept can be applied, at least to some degree, to digital marketing. In other words, you can post lots of eye-catching ads, generate some good engagement on social media, and drive more traffic to your fancy website, but that doesn’t mean those people are going to actually do what you want them to do (i.e. subscribe to your newsletter, contact you, click “buy now,” etc.)

This is why one of the most fundamental components of a business marketing strategy is and always will be a compelling call to action. You cannot simply assume your prospects will take that next step. You have to take the appropriate measures to guide them along the process.  And that’s where the analogy takes a bit of a turn. You see, while you can’t force a horse to drink water, you can effectively persuade your prospects to do what you want them to do – provided you have the right approach in place.

A strong call to action should effectively drive your customers to act now, rather than waiting to possibly act at a later date. As such, it should never merely suggest what that action should be. It should demand it. And, of course, you should also make it as easy as possible for those you are targeting to follow your instructions and take action. Easier said than done? Not necessarily.

This article, written by marketing, branding, copywriting, email and social media expert Susan Gunelius, delves into 11 awesome CTA hacks and other proven tips to help improve the return on your marketing investments. If you’re ready to start converting more clicks into clients, this article is a must-read!

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