Effective calls to action (CTAs) are one of the most important components of a successful content marketing campaign. Fresh content, social media engagement, and linking campaigns can help draw prospective customers to your site. But even if you have 100,000 people per month visiting your website, it’s only helpful to your bottom line if you’re getting them to convert to customers or clients. The conversions you’re focused on are unique to your business, but likely focus on important goals such as growing your email list and increasing sales. Calls to action help focus your prospect’s attention in the direction of your business goals. Here are our top tips for getting more from your content through effective calls to action.
Check all your content for calls to action
Each piece of content that goes out of your company’s marketing department – from website copy to individual blog posts – should feature a clear call to action. You’ve shared a story, showed a solution to a problem, and connected with your reader. They’re anxious to deepen their relationship with you. Is it obvious how to take the next step, whether to get your content regularly, get in touch or purchase a product from you? According to one study conducted by the website Small Biz Trends, 70% of B2B websites completely lack a CTA. Start the process by evaluating whether or not your existing content has calls to action, and add a simple, focused CTA for any piece of content that’s missing one. Audit your website pages, your blog posts, and major pieces of content such as eBooks and white papers.
Choose one goal per piece of content
Just as the best pieces of content focus on what master copywriter Michael Masterson calls “one big idea,” each piece of content hones in on one big call to action. It’s easy for readers to get distracted with too many links and too many options of where to go next. In exploring numerous paths, you may find that time runs out, they lose focus, and you don’t get the conversion rate that you want. Instead, focus on a single action such as “Fill out our inquiry form today for more information” or “To increase your own skills with javelin throwing, click here to purchase our brand new eBook.”
Use powerful action verbs
The best CTAs are short and to the point. They create a sense of action in the reader, while reminding her of the benefits of taking action. Look at your existing calls to action. Are they concise, clear and written using powerful action verbs that create an impression? For example, does your call to action tell people to “Get support to lose weight by joining our newsletter” or “Transform your body and achieve your fitness goals with help from our world-class experts, via our exclusive newsletter?” While neither of these are a perfect call to action, one is certainly more effective at evoking an image in the reader’s mind and clearly stating the potential benefits.
Location, location, location
It’s intuitive to put your calls to action at the end of your content. Once a reader has worked his or her way through a blog post or white paper, there’s a good chance that they are hooked and ready to take action. However, conversion rate experts have shown that changing the positioning of your CTA can have a dramatic impact on your conversions. Test this theory by trying different approaches, such as a call to action button at the top of the page or a call to action in the middle of a post, as you’ll often see in longer sales letters. Testing this notion can help you better understand what gets your audience to take action.
Calls to action are an important component of a marketer’s toolkit. Begin your efforts by ensuring that each piece of content has a clear, focused call to action and then work to refine the copy, layout, and placement of your pieces. If you’re unsure how to move forward, consider working with a professional content marketing firm like Be Locally SEO to help you develop content with all the elements needed to create a strong return on investment. Call today for a free consultation.