A Call to Action, or CTA, is the intended action you would like your customer or audience to take on a piece of your marketing materials i.e. IG post, Blog post, E-mail or Text Campaign

Each marketing material you put out into the world should have intent or purpose behind it. Commonly used CTA directives in organic and paid marketing campaigns include simple phrases like, "shop now", "subscribe here", "link in bio" and often in the form of a button or clickable link, but there are also subtle and creative CTAs that can drive the action you need from your audience without being so straightforward. 

Putting content out into the world can be a daunting task, but when you navigate through the lens of, "well, I'm just asking my new and returning customers if they could do xyz thing" - it changes the tune!