In the first module of this training, we talked about the most important reasons why you need blog content. Reason #2 was because content sells.
And in this lesson, you’ll learn exactly how to sell through your content.
To be more specific, you’re about to discover how to effectively use content to generate new subscribers and customers through the use of a relevant call to action (CTA).
A CTA could be any sort of offer that you make to the visitors on your blog. Usually, this is an offer to either buy a product or sign up for your email list.
Many blogs fail to include a CTA at all. They publish posts that provide good information but never ask the visitor to do anything.
This is a mistake.
Your blog visitors WILL ascend to the next level of the Customer Journey, but they’ll only do it if and when you specifically ask them to.
So how do you know what CTA to include in your blog posts? There are 2 key considerations to keep in mind:
Don’t try to sell a $2,000 product from a blog post. Even $200 is much too high-ticket for the vast majority of blog visitors.
It’s asking too much too fast.
Think of it like this, you’re asking someone to go from engaging with your free blog to dropping $2k. That’s a big ask. As our CEO Ryan Deiss likes to say, you’re proposing marriage on the first date.
When choosing your CTA, you need to follow the sequence of the Customer Value Journey. To do that, ask yourself, “What’s the next logical step for the customer to do, once they’ve read this blog post?” Once you’ve determined that, think of an offer you have that relates to that next logical step.
RELATED: Customer Value Journey Playbook
And with your blog—a free product—the next logical step is often to turn those visitors into subscribers or low-dollar customers.
With that in mind, the best blog CTAs are typically either:
The key here is that these offers have a low barrier to entry. All you’re asking from the visitor is a couple bucks or an email address.
This type of offer will maximize your conversion rate, helping you to convert the highest possible percentage of visitors into leads and customers. Leads and customers you can nurture and ascend to your core offer.
The more closely related your CTA is to the topic of your blog, the better it will perform.
This sounds obvious, but it’s extremely important and it bears repeating.
If you’re publishing a post about weight loss, the offer should have to do with weight loss in some way—perhaps it’s a weight-loss recipe book or a cardio workout.
If your post is about how to get started playing the piano, then your offer might be for a quick video lesson on how to play your first scale. Or a free ebook on reading sheet music.
No matter what niche you’re in, you want your CTAs to match your blog content as closely as possible.
Keep in mind, this will probably require you to create multiple entry-point offers and Lead Magnets. For example, here at DigitalMarketer, we publish content on a variety of topics—like email marketing, Facebook ads, content marketing, copywriting, and so on.
In order to make a relevant offer for each blog post, we need a Lead Magnet offer for EACH topic. That can be time-consuming on the front end, but it’s well worth it when you’re able to convert a high percentage of new blog visitors into email subscribers.
An Example from the DigitalMarketer Blog
Let’s take an example from our own blog. We’ll be looking at this post: DigitalMarketer’s 101 Best Email Subject Lines of 2018.
The topic of this blog, obviously, is email marketing. As a result, we know that anyone who clicks through and reads this article is interested in learning more about email marketing.
And that’s exactly why we were careful to include a CTA related to that topic:
The link takes you to this landing page, where you can download our “Ultimate Email Marketing Metrics Guide” for free if you opt in to our email list.
The beauty of making an offer like this is that it gives you a chance to follow up with these people over time. You can foster a long-term relationship with them. You can send them more content, building up your authority and credibility. And of course, you can promote relevant products.
For these reasons, your chances of convincing this person to buy from you will be much higher over the long-term if you focus on a relevant entry-point offer or Lead Magnet offer.