Originally published 10/22/19 - Updated 4/21/22
You've dedicated time crafting engaging content, showcasing expertise, piquing curiosity about your brand, and offering solutions to your audience's challenges. However, despite your efforts, discouragement sets in as you slow down or even halt your content creation. You publish your work, eagerly awaiting the magic to unfold, only to be met with silence. The absence of engagement highlights a crucial aspect of a successful content strategy - it's not just about creating compelling content but also about the actions your audience takes after reading it. Without reader action, achieving tangible results remains elusive. If a successful content strategy is about more than just great content...what's missing? If your blogs don't end with a compelling Call-to-Action (CTA), you are squandering a golden opportunity. Numerous bloggers fail to leverage their blogs to funnel their readers into a sales pathway, negating the purpose of CTAs. CTAs function as a bridge connecting the readers to your additional resources like white papers, landing pages, or service pages without disruption. A blog without a CTA resembles a ship adrift, devoid of direction. Let's delve into the compelling world of CTAs and explore why they are indispensable in your blogging journey.
CTAs, or calls to action, are crucial elements in web design. Alongside contextual links, they play a significant role in reducing bounce rates on your website, which is fundamental for a successful SEO strategy. By strategically placing CTAs, you can motivate visitors to delve deeper into your site, enhancing their browsing experience and ultimately leading to longer session durations. This increase in engagement not only lowers bounce rates but also signals to search engines like Google that your content is valuable and of high quality, thereby positively impacting your SEO ranking.
Every blog you write has an underlying intent. Maybe you want to bolster your client list, promote a recent eBook, or drive traffic to a new product. CTAs play a key role in guiding your readers towards that objective. Consider your blog as a path you pave for your readers. Design your CTAs smartly, and along with contextual links embedded in the content, include well-designed graphics, buttons, bars, or forms prompting the reader to submit their information.
Keeping your CTAs relevant is crucial. By understanding your readers' position in their buyer journey, you can aptly guide them to the next stage in the sales funnel. For instance, if your blog targets newcomers who are unfamiliar with your services, invite them to learn more about your company by steering them to your services page. However, if your blog caters to seasoned professionals, direct them to a detailed, data-rich article accessible upon completing a contact form.
Your readers shouldn't feel pushed or overwhelmed; instead, they should feel invited to take the next step to familiarize themselves with your brand. The success of your inbound sales process depends on your ability to encourage readers to undertake a series of actions leading up to the ultimate goal—making a purchase. When blogging, your priority should be to articulate CTAs that unequivocally communicate what next step the customer should take.
Once you have determined what you want your readers to do, you can formulate a compelling CTA. Here are ten examples of CTAs to infuse your blogs with an actionable edge:
Remember, your objective is to prompt your readers into action to inch closer to making a purchase from your company. To enhance your strategy, connect your call-to-action (CTA) with your content topic for a seamless campaign approach. For instance, if your blog focuses on recruitment, integrate a CTA inviting readers to download an ebook or infographic related to recruitment. This relevance boosts engagement metrics and consequently elevates the success of your content marketing efforts.
Is your CTA working?
The efficacy of your Call to Action (CTA) can significantly impact the success of your marketing efforts. Utilizing tracking software like HubSpot allows you to analyze various elements such as placement, color, size, design, and wording to identify which CTAs yield the most favorable outcomes. By experimenting and optimizing these factors, you can enhance the effectiveness of your CTAs and drive better engagement with your audience.
Being a savvy marketer means understanding the power of a CTA to convert readers into customers. If your blogs are a dead-end road, you're missing out on significant conversion opportunities. People will read your article and then leave...and that's NOT what you want to have happen. The goal is to develop a relationship with your readers, inviting them to peruse more pages on your website and engage with more conversion opportunities on your website, ultimately moving down the buying funnel to the point of sale.