February 7, 2013

man runningThere are many different elements that go into choosing the most effective call to action for any given blog post. Do you want to use a button, text, or image link? What colour should it be? What font should you use? While these are all important considerations, they are all elements of implementation. Choosing them first is a bit like putting the cart before the horse. The first thing to choose is what the call to action will be.

Create a relevant call to action

Your conversion rates will depend greatly on how applicable and relevant your call to action is to the content of your blog post. So, for example, a general call to action such as “subscribe to my newsletter” with a highly focused blog post about some topic will not convert as well as a call to action to “get a free report on this topic when you subscribe to my newsletter”.

Use a staged call to action

Your sales funnel has many stages, from the prospective customer just learning about your company to the person who has just purchased a product. Where in the buying cycle are your prospects when they are likely to read this blog post? Your call to action should take them to the next stage of the sales funnel. It is important that your call to action does not skip any stages of the sales funnel, or the prospect is unlikely to convert as well as someone who has moved steadily through all of the stages. Depending on the sophistication of your website, you may even be able to identify your visitor and customise your call to action to reflect the specific stage of that visitor.

Match readers with calls to action

You should have a specific persona in mind when you write a blog post. That persona will have many different attributes. They may belong to a specific industry, or have a specific position at their respective companies. They may have a specific level of technical savvy, or be familiar with certain industry jargon. The call to action that you select should match the persona for which the blog post was created. A blog post detailing the technical details of a specific product will not appeal to the same person that will attend a basic webinar giving an overview of your entire product line. On the other hand, that reader might be interested in a white paper comparing the features and benefits of the product with its competitors.

Track success of calls to action

Over time, you will develop a sense of which types of offers your blog readers respond to. Do they prefer webinars, white papers, ebooks, or bonuses? Whatever your readers respond to, you should offer more of, and offer less of the types to which your readers do not respond.





Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: MorgueFile)

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