There are a lot of statistics claiming to show that blogging can help the SEO of business sites - and it's true: blogs do attract traffic from search engines. However, traffic is worthless if it does not convert into sales. The best blogs engage readers right until the very end of the post, and then drive them to the landing page, which is where the magic happens.
Call to Action
So how do the best blogs convince readers to click through to the target page? The secret lies in the post's call to action, which is usually located at the very end of the post. This is a golden opportunity to convert an engaged and open reader into a profitable customer.
Getting the wording of the call to action right takes great subtlety and skill. It is not enough to simply put a link at the bottom of a great blog post and hope that a few readers will click on it. The call to action needs to be every bit as engaging as the post that went before it, or the reader will simply stop reading and hit the back button on their browser, rather than following the link to access the landing or sales pages of the site. The call to action needs to entice the reader and pique their curiosity about what lies behind the link.
Investing in Profitable Calls to Action
When it comes to blogging, it does not make sense to cut corners. A talented marketing professional will not only deliver top-quality blog content that is interesting to read all the way to the end, but also produce engaging calls to action that maximize the chance of the visitor clicking through to the targeted page.
Outsourcing online marketing, including blogging, makes sense. Not only is outsourcing cost-efficient because it frees up in-house staff to focus on the day-to-day running of the business, but it also means that blog posts start driving traffic as soon as they are posted, because both the content of the post and the call to action are optimized for success.
Hiring the right marketing expert to handle the blogging needs of a business can increase conversion rates and therefore drive up profits. Don't view blogging as a necessary evil - make a serious investment in blogging as a vital part of the business's overall online marketing strategy, and then watch as the investment pays off.
Want to find out how to get an effective call to action that helps drive profitable traffic?
Download this FREE eBook FREE eBook! - How to Grow & Scale Your Business Blog I cover Call to Actions (skip to page 21) and a lot of other great tips for your blogging success.