It’s happened to everyone. You go online with the intention of catching up on the latest news. Ten minutes later you find yourself watching Jimmy Fallon’s latest celebrity guest dancing to 80’s music. The world of online content enables us to shift our attention at a moments notice.
In this attention economy, calls-t0-action are currency. They have the power to draw your attention and point customers to your content.
In our last post, How to Make Sure Your Call to Action “Clicks”, we explored CTA best practices on your website. For this post we are going to talk about the places to use call-to-action to drive traffic to your site.
1. In your blog:
Add call to actions in each blog post. Include options to:
1. Link to other blog posts you’ve written
2. Follow your company on social media
3. Subscribe to your blog
4. Join your newsletter or blog digest email
Disperse in the beginning, middle and end of your content. They don’t have to be buttons. You can use hyperlinked text for CTA. Just make sure they make sense to the article.
2. Email Newsletter:
Make sure to include calls-to-action throughout your email newsletter. When the intended recipient opens your email they should see a link in the first one to two sentences, one link in the middle, and one link in the end. They can all link to the same place…it just gives you more opportunity to get them to a landing page or article of your choice. You can also use buttons to direct readers to opportunities to do things like save, enter a contest, or like your Facebook page.
3. In Videos:
Include a calls-to-action within all videos you produce. It’s important to make your CTA simple with a shortened url. This way, if someone embedded your video onto their website or blog you ensure you receive proper credit and thus cash in on your valuable content credits.
4. In paid media:
This one is huge. Never pay for a piece of advertising on-line without delivering your ad with a very specific call- to- action using design best practices. This button should always coincide with a larger marketing goal, like selling a specific service or product, getting online members, or downloads for an ebook. Examples of paid advertisements online include banner ads, Groupon emails, and press releases.
You can include a CTA on your twitter background even though the background is not clickable. A short url will do the trick to encourage people to follow you on other assets, including Facebook and LinkedIn. You can also include a call to action in your twitter bio and of course in your individual tweets.
Call-to-action is quite simply a request for a user to engage. Facebook is a phenomenal place to make this plea as it is a venue to converse with fans. When writing a post always include an image as best practice, but also ask a question.
What do you think?
Has this happened to you?
Share your story?
What would you like to learn about?
These are all calls-to-action that engage your audience while providing invaluable insight into your target market.
7. Email Signature:
I love this one. What an overlooked little piece of real estate! You can ask people to subscribe to your blog, or just read your latest mind blowing post. Ask them to check out a case study, sign up for your newsletter, or enter a contest. Whatever it is make sure it is valuable to your target. Remember to be an empathetic marketer.
When giving industry-specific advice on LinkedIn Answers, include text CTAs for downloadable content like webinars and ebooks if you have them created. If you don’t have these items specifically produced for your business you can still post resources you have found valuable. You will still be seen as a thought leader. Also, don’t underestimate the power of LinkedIn Groups–these are engaged communities of people looking to have discussions with fellow industry thought leaders. Make announcements in these discussions about your upcoming events or newly published resources.
9. In Presentations:
Do you speak at industry events? Depending on the event’s guidelines, you may be able to include a CTA offer at the end of your presentation. For example: A slide that reads sign up for our workshop and receive 15% off using this promo code. Don’t forget to upload your presentation to SlideShare to get maximum exposure. Re-purposed content is smart marketing.
We hope you’ve enjoyed these tips and tricks to drive traffic to your website with calls-to-action.
And of course we’d be remiss if we didn’t say it…