Numerous reports have indicated that blogging is the top content marketing priority for 2014 . Why? The following statistic says it all:
Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI
But where does this ROI come from? Calls-to-Action! Dealer Refresh explains that a common myth is that blogs do not directly generate leads. However, this is only true if your business fails to include the relevant information and links so that customers see a clear path-to-purchase. Readers should want to explore more of your website after they are finished reading.
Provide Call-to-Action (CTA) prompts so that the path-to-purchase is simple.
CTAs within blogs can include:
–Bottom of the post– Provide pictures or prompts at the bottom of the page that reinforce the intended path-to-purchase. What do you want the customer to do once they have finished reading the post?
–Social– Provide a button that customers can click to follow your company on other platforms. If they’re interested in your blog posts, they’re likely interested in other content as well.
-Tweet- “Tweet this” links allow a customer to click for a pre-written tweet. This is a great way to streamline the presentation of your dealership’s media content.
-Blog Subscription- Provide a subscribe button so that customers are urged to keep your dealership in the front of their mind. The number of signups will help you figure out how many customers are connecting with your content. Often, your blog subscribers are your strongest leads. The more a subscriber connects with your content, the more likely they are to speak to friends about your dealership, even if they are not in the market.
-Comment- If the person takes the time to comment on your company’s blog, they are engaged (even if this comment is negative). This is a great setting to address customer questions and concerns, and to start a conversation that may lead into a sale or recommendation down the road.
-Scrolling sidebar- These little guys will follow your customers everywhere. Small sidebar prompts scroll down the page as customers read, reinforcing the intended path-to-purchase. They are best utilized when prompting action in a few words. Ex. “Call now” or “Sign up today!”
-Embedded- You may hyperlink other blog posts or product pages within the text. Be sure to make these references subtle so that the post is informative and helpful, rather than a transcribed sales pitch.
-Sidebar- Sidebar ads promoting your dealership can be shown alongside blog posts. Display advertising and retargeting are often employed to provide the most relevant content; utilizing cookie-based technology to anonymously track customer activity on your website to deliver ads according to interest. For example, if a customer has visited multiple blog posts and product pages, you may consider showing them a different ad than a first time visitor.
Which CTA is your favorite? Comment below!