Business blogs are goal oriented. The aim is to get a point across from your reader, and in many cases, the emphasis is on getting the reader to use your service or buy your product, a point typically driven home by the call to action (CTA) at the end of the post. But what happens when readers don’t get to the end? If you can’t carry them through to your CTA, then your blog post isn’t doing its job.
To keep readers on the page and carry them all the way to the end, you need to be strategic. These three strategies will boost your blog and make you CTA count, because writing a great CTA isn’t enough if your audience isn’t reading it.
Time It Right
If you want to get readers to engage with your post fully, you’re already fighting an uphill battle. That’s because 43% of people admit to skimming blog posts – and those are just the ones who admit to it. Furthermore, research shows that our attention spans are shrinking, so the problem is only going to get worse.
Keep attention to the end by making an obvious choice: make your blog posts shorter. You can say a lot in a few words, especially if you use charts, infographics, bullet points, and additional links. Use those tools to your advantage:
Know Your Audience
Another important element to effective business blogging is being clear about your audience, and audience is a more specific designation than many realize. If you’re writing for a legal blog, for example, your audience isn’t anyone who might possibly have cause to sue. Rather, it’s individuals who have a narrow type of legal concern, whether that’s a personal injury suit, someone looking for a family lawyer, or any other specialization. Most fields are too big to take every topic or individual as part of their target audience.
Move Your CTA
Most blogs place their CTA at the end because the blog is a type of pitch. You’re making an argument for why they might want your services and then directing them to the where they can obtain them. But if readers aren’t making it to the end of your blog posts, then it makes sense to move your CTA further up in your posts. One option is to embed it in one of your content points, rather than in the conclusion. In fact, this can be more effective than placing your CTA at the end because mid-post CTAs tend to come across as less “salesy” to the reader.
Remember, blog CTAs are only one way that you can drive conversions, and it’s okay to write blogs that don’t include a sales pitch. In their place, make use of your social media posts, CTAs structured into your site design and triggered messaging. And by making use of these varied formats, you increase your chances of making a sale. Relying on a single strategy doesn’t work in other areas of business – why would you use a single approach with your blog posts?