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school marketing news

Creating effective calls to action for your school

Posted by Caitlin Quartermaine

Creating effective calls to action for your schoolContent marketing is growing at a rapid rate and many schools are jumping on board and experiencing remarkable results. Lead generation opportunities are being missed if your readers look through your content and are then left asking themselves, ‘What next?’

Using calls to action (or CTAs as they are commonly known) allow you to lead your reader into the next step of the lead generation process. An example of this is offering a free download of your prospectus at the end of your blog and placing a CTA that states: ‘Download our prospectus to learn more.’ Clicking this can either start a download of the prospectus, or lead your reader to a landing page where you can collect their name and/or email address in exchange for the download.

So how can you create effective calls to action for your school?

Here are our top 4 tips:

  1. Keep it simple
    Try not to over-complicate your CTA by using complex imagery or too much text. Avoid language that is aggressive or ‘salesy’; for example, ‘Sign up now’ or ‘Click here’. Instead try to find more creative ways to invite your audience to take the next step. This could be a phrase like, ‘Discover how’, ‘Learn more’, ‘Get started’ or ‘Let’s talk’.

  2. Make it stand out
    It’s important for the CTA to stand out, and this should be considered when designing it. Where appropriate use colours and images, but ensure that they are aligned with your school’s brand.

  3. Ensure the offer is relevant and worthwhile
    If your page’s content is only relevant to current parents, then offering a prospectus as the CTA would not be effective. It might be better in this instance to promote your enewsletter or upcoming events. Ensure that the offer is valuable to your content’s target audience, otherwise they won’t be willing to give their contact details in exchange.

  4. Analyse the results
    Have a look at how your CTAs are performing to see if you can notice any trends. If one CTA is outperforming another, try and see why that might be. Is the image more inviting? Is there more or less text? Is there a catchy headline? This should hopefully provide insights into what your audience is responding well to, and why.

We all see multiple CTAs in our everyday lives, although we tend to ignore the mediocre ones. Take note of the CTAs that grab your attention, and assess what made you stop and take notice.

To learn more about inbound marketing and how it can benefit your school, download a complimentary copy of our inbound marketing toolkit:

Inbound marketing toolkit

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This blog was written by Caitlin Quartermaine

Caitlin has a background in project coordination and brand management in the areas of professional services and education. In her free time, Caitlin enjoys watching live music and spending time with friends and family.


Topics: Education, Inbound marketing, Website, imageseven, Communication, School marketing strategy, Content marketing, School marketing, Blogging