As I mentioned before, a business blog should, first and foremost, provide value to your readers. You’ll find that if you’re truly listening to your audience, they will pay attention and engage your brand on a very real level. However we cannot ignore the fact that a business blog should be designed in such a way as to nudge this audience through the pipeline and convert them into leads; that is, after all, a huge reason why you’re blogging in the first place. So how do you keep these potential leads moving through the pipe? That’s where the Call to Action comes in.
The Call to Action, or CTA, is a portion of the post designed to urge the reader to commit to an action. This can be something as small as requesting a comment, to something as great as contacting a salesman. Ideally your CTA will lead to a landing page that will collect more information about the reader.
One useful trick is to offer form-gated premium content. This content should be interesting enough to compel your reader to fill out a form on your site, thereby furthering the process of lead qualification. Premium content can be anything from in-depth case studies and infographics to white papers and eBooks; really anything that is enticing enough to download will do.
Consider Placing your calls-to-action:
On your website
In other content (ebooks, webinars, etc.)
On your blog
In your email marketing and email signatures
On your videos
In social media posts
The CTA itself should be attractive both visually and in its wording. This can be accomplished in a number of ways but essentially you’ll want to stress the value of the product, (Download the 12 page ebook now!) or the urgency to download (Free for a limited time, download today!) Creating a sense of urgency and value takes time to understand completely, but after a time you’ll learn what kind of calls to action work best for your readers.
If you’re looking for more tips on how to craft the perfect CTA for your business blog download our eBook entitled, “An Introduction to Business Blogging.” And, of course, if you don’t have the time or resources to maintain a blog in-house, Accelerate-IT’s Integrated Marketing Services can help. IMS makes the content creation process easy and efficient by providing first-rate content that attracts and converts your prospects. We have the capabilities to generate all inbound content including blogging, premium content, website copy, videos, social media, email content and anything else you need to draw back customers, push engagement and generate leads. If you’d like to find out what IMS can do for you, contact us at 866.611.4652 or email email@example.com to begin accelerating your marketing today.