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Jan 6, 2023 | , read
Social Media as a marketing tool is very limiting, brands have to engage in follower-increasing strategies to reach new users, content created after a lot of hard work expires in 24 hours, without ad budgets the reach is very minimal, call to actions are not seamless for the user, link redirection is not an intuitive experience.
But with Google Web Stories, brands get to skip the line and enter a much larger pool of people available on Google. That’s because Web Stories appear on Google Search, Images and Discover! Google Web Stories work like blogs and website content – they have SEO value! This means your potential readers, viewers and customers will come find you. Oh, and it gets better – you can also monetize your web stories!
A call to action is a method to persuade a viewer to take action. This action can vary from clicking a website link to signing up for a newsletter, hitting the like button. leaving a comment and more. Websites, emailers, social media have all reinforced the importance of a CTA with statistics revealing, emails with a single call-to-action increased clicks 371% and sales by 1617%, CTAs to a Facebook page can increase the click-through rate by 285%.
In a Web Story, you could have the need to add various types of Call To Actions. If you’re a publisher you may want to send them to your website. If you’re a blogger you may want to redirect them to your Youtube Channel. As an influencer you may want to redirect audiences to affiliate links. If you’re a brand you may want to send customers to shop links. If you’re a restaurant you may want to send them to your Google Maps locations! The use cases are endless.
Typically a CTA is thought to be a button. A button that says, ‘Click Here’, ‘Buy Now’, ‘Get Code’, etc. But in Web Stories you can do so much more than that!
Of course you can use the traditional CTA button, but you can also link elements like images, grouped text, grouped text and images to be clickable and lead to a link. You can even create a CTA that links to another slide of your story!
Free Web Story Editors and Publishers like MakeStories, have very 2 very simple ways of executing this.
MakeStories actually has a built-in Call to Action button with backend settings ready to go. On your MakeStories left side panel, if you select ‘Layers’ you will find an ‘Add CTA Button’.
Upon clicking this, a CTA button gets automatically created and placed on the bottom half, bottom 20%, of your story slide. A viewer will click this button once and get redirected to the linked URL.
You can customize the following on your 1 Click CTA Link Button:
1. CTA Design: MakeStories has a host of buttons in different colours and styles that you can select from. If you want to customize it further, you can head to the ‘Appearance’ tab and edit colour, drop shadow, border radius and more according to your preferences. You can find these options on the right side panel of the MakeStories editor.
2. CTA Settings: Here you have 1 choices. You can either send your viewers to an external URL which opens on click.
Note: You are allowed 1 CTA per slide. Any CTA placed on the bottom 20% automatically becomes a 1 click CTA.
The Tool Tip is applicable on the top 80% of the story slide. This means that any element on the top 80% of your slide can be turned into a clickable button. An image, text, a group of images, or even a grouped text and image.
For example, your header text says, “Hi, we are MakeStories.” and then goes into a description of what MakeStories is. You want to link the word MakeStories to a website URL.
For this, select the text and go to ‘On Click’ in the right side panel on the editor. Now activate “Open Link” and feed the URl you would like the word to click open to.
Similarly, you can select a photograph to click open into a link, a video, an icon as well. The only difference is that this would be a 2 click call to action. When a viewer taps on the word or image, a small tooltip pops up which shows a preview of the link with a favicon. This helps the viewer get some context to where the link is taking them.
You can customize the following on your 2 Click Tooltip CTA:
Although both have the same purpose, which is to send traffic to an external link, there are just a few differences between the two. Check your requirements and pick the CTA format that works for you!
These two types of CTA elements may look similar at first glance but they can be used in different ways to optimize the web story experience. Tools like MakeStories make it very easy to execute. Finally, the purpose is for your viewer to take action. Best practices dictate streamlining viewers to one solid CTA, so as to not confuse the next step.
Web Stories are a dynamic method of marketing your brand. They allow you freedom of design, hosting and discoverability. You can even monetize your web stories and start generating revenue!
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