The term ‘Call to Action’ has somewhat negative connotations to many bloggers. A ‘Call to Action’ is often seen as being ‘salesy’ or ‘self-promotional’, and as such, many bloggers see it as something to avoid.
I think we should instead look at a Call to Action as a way to add VALUE to a post.
That’s right, I’m saying to stop looking at Calls to Action as being ‘salesy’ but instead as a value-add. As something that your readers WANT to see.
But you create that desire for a call to action by first creating VALUABLE content for the reader. Give them a reason to want to take some next action. It can be a comment, subscribing to your blog, or contacting you about a product or service.
Here’s a couple of examples:
1 – I am on Twitter and someone links to a new study that shows the social media adoption rate for small businesses in different industries. It’s a study conducted BY this site, which I had never heard of previously. The information is valuable, so I would WANT to see a link for subscribing at the END of the post.
2 – I am Googling looking for a local business that offers satellite internet services and what type of installation fees I should expect to pay. I land on a local installer that clearly explains what the fees involved are. If this installer was CURRENTLY offering a 20% discount on services, I would WANT to know about that, and would want them to give me a way to contact them about possibly purchasing their service.
The point is, don’t think of adding a Call to Action as being ‘salesy’. Think of it as a way to add VALUE to the post. Look at the post you have created, and think about which call to action would add value to that post.
A post where you are discussing a popular or hot-button topic, could use a call to action asking for a comment.
A post that is a detailed How-To could use a call to action asking for subscribers or adding a link where you can learn more about the individual or company behind the blog.
A post that details a great new way to use Twitter, could use a call to action asking the readers to follow that person on Twitter.
A phrase I use with my clients when I am training them on content creation is this: If you have created a post that is valuable to your readers, then you have earned the right to add a relevant call to action to that post.
What do you think?
Thanks Mark. I def need to be more intentional w/ my “calls to action”.
This makes sense and I do agree that a “Call to Action” does bring an inherent value to the post. I look at a “Call to Action” as setting expectations with the audience. We in the blogging/communication world enjoy writing and expression and sometimes our story needs some next steps. Whether these next steps ask to share with friends, illicit a response, click a tab, whatever the case may be. You asked at the end of your post, “What do you think?” and I simply responded. The craft in the call to action is making it rhetorically purposeful for the situation/context. That is the hardest part….putting it in the framework for the audience so they naturally engage. Just my humble thoughts. ~BR
Glad you caught that, Bobby 😉 Yes ‘What do you think?’ is about as basic a call to action as you can have. But I think it’s important, as I mentioned to Steve, to think about how each post could have a call to action, and what it should look like.
I guess it’s worth asking – if there’s no call to action, then what was the point of the post?
Hey Steve I personally don’t think there has to be a call to action in EVERY post, but I think we need to try to work one in as often as we can. Otherwise, we can quickly reel off 10 posts with no calls to action in any of them.
Hey, Mark: intriguing post. One of the tenets of the Content Marketing field is to deliver informational, educational, entertaining, and inspirational content that addresses the higher needs of a customer/prospect without the requirement of immediately have them buy something. Yet if the content delivered by the marketer/blogger indeed makes the reader informed, educated, entertained or inspired, what better time to request a call to action? Today, we should look at a call to action that is based around the customer’s needs: so, the C2A can be as appropriate at “like this? share and enjoy!” or “what do you think? please comment below” or even “for more thoughts like this, XXX here” (where the XXX could be subscribe, click, sign up, etc) — as long as the customer knows s/he will be getting more of the same, then they aren’t being “sold” something — they’re being GIVEN something.
And that builds trust, with the increased likelihood of buying later.
What do I think you say? Well I do think you just opened my eyes and made me once more think: “you learn something new every day”.
I was narrow-mindedly thinking about call to actions in a – as you say – salesy way and never considered the examples you suggest here.
Enough to make me crawl back into my “think room” and make up something with this newly learnt stuff 😉
Thanks Gabriele, I don’t think we consider enough that in many cases people WANT to see a call to action. It’s not always intrusive, especially if added with the content in mind.
Glad you wrote about this. Been thinking a lot about calls to action. For example of my main page, I have three different calls to action to subscribe. Too much? Been hesitant to also add one at the end of every blog post. Seems overkill to me.
Jason I dont think you have too many CTAs around subscribing. I have mine up at the top of the blog as well.
Interesting subject. Can you apply a call to action to video? I just put up a one showing how excited kids become in receiving the Elf Toy of the Month.(TM). My call to action at the end was “See all the Elf Toy of the Month Gift Packages at ElfToyoftehMonth.com.” I was criticized by one marketing expert as it being “too soft” a CTA. But I’m leery of being more hard sell. What do you and your readers think?
Hey Linda! If I were you, I would make a short video for each toy, and then add a URL to that toy’s page on the website, and either add a special discount code JUST for that video, or have the URL you share on that video go to a unique URL. That way you have specialized content that points to the URL for that unique toy, but you are also tracking the hits/sales you get from that video! So you can also measure the effectiveness of creating these videos. Good luck!
Thanks much for your advice! My next video is on how to order the ETOM. ( I was just told today by someone in my target group that they did not feel comfortable ordering online.) So I think I’ll say at the end, something like, “See how easy it is to order and get that gift on it’s way to your grandchild? Go ahead, do it today!”
Jason I hear you AND I am learning it is not about what we think but what is need to help our readers. I have to admit when I saw it on Grant Griffiths blog I was spanking myself silly. (Adding to mine as I redesign all my blogs this year using Headway)
Not sure how anyone is sold something they do not went or need though Keith. We all have choices and no one forces anyone to buy. You either need it or not and if the CTA is not strong enough to make you recognize you can buy it there when you have the need, then both parties lose.
Hey Mack,
I disagreed with Steve W re: “if there’s no call to action, then what was the point of the post?” Dont often agree with him for sure but in this case I do…
I do agree with your “every post doesnt require a CTA”
I used to do a ton of Direct Mail which of course is arguably where the Call To Action originated so I do know its merits on readers.
Ironically enough I also read a post from Heidi Cohen which also covers the topic of CTAs… I think she makes some very valid points… http://heidicohen.com/the-one-feature-your-social-media-marketing-must-have-2/
Finally, the line that most resonated with me from your post was your last “If you have created a post that is valuable to your readers, then you have earned the right to add a relevant call to action to that post.”
A little two letter word carries so much weight… If.
“If” you have created a post that is valuable…”
I think therein lies some of the problem re: who is the judge and jury re: if a post is relevant or not. Obviously the writer has to decide that so in reality there are TWO judges and juries.
First the writer then the audience itself.