Tell Business Blog Readers: Review. Check. Evaluate. Consider.
That entire two page spread in Crossroads, AAA Hoosier Motor Club’s magazine, I realized, constituted one big Do-It-Yourself Call to Action. There were actually seven CTAs in a row:
- Know your coverage.
- Think about what’s changed since your last checkup.
- Review your home inventory.
- Check your liability coverage.
- Consider natural disasters.
- Evaluate your auto coverage.
- Call your agent.
As a blog content writer, I was glad to see that the AAA magazine authors had remembered to answer the question “Why should I?” before it was asked: “Just as an annual physical is good for your health, taking time to regularly examine your insurance coverage can help ensure your financial well-being.”
Too obvious? Too pushy? Just plain too many AAA Calls-to-Action? Perhaps. “Your blog can be a powerhouse when it comes to lead generation and reconversion, but you have to know how to use it, Pamela Vaughan writes in Hubspot. “The CTA you choose can make or break the conversion potential of any given blog post you publish,” Vaughan adds. Consider the stage of the sales and marketing funnel your visitors are in and narrow down the list of CTAs to match.
Neil Patel of crazyegg.com talks about using end-of-content CTAs, which appear right at the end of the article. The logic – “If a reader reaches the end of an article, they are engaged and ready to convert.”
Does directly asking for the customer’s business invalidate the good information you’ve provided in the piece? Not in the least. When people go online to search for information and click on different blogs or on different websites, they’re aware of the fact that the providers of the information are out to do business. But as long as the material is valuable and relevant for the searchers, they’re perfectly fine with knowing there’s someone who wants them for a client or customer.
Content that provides value will indeed help readers:
- review their own knowledge
- check the information you’ve against what they already thought they knew
- evaluate the current services and products they are using
- (hopefully) consider what you have to offer.
But, for readers to follow seven different CTA’s is a bit much to ask, I’d advise. Better, in each blog post to focus on ONE message, ONE audience, and ONE outcome. Business blogging, in fact, is ideal for using what I call the Power of One!
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