Important topic alert! Let’s talk about your call-to-action (also known as your CTA).
It’s something that can help make or break your content marketing initiatives. Something that, when missing, leaves potential members on your website, blog post, email newsletter, or social media wondering “now what?” before sending them off to your competition.
Because your content is designed to catch people’s attention, position your brand, and educate them.
It’s your CTA’s job to nudge them to take that one critical step closer to becoming a member. And without it, you risk leaving an otherwise interested lead hanging.
It’s this tango between great content and a strong CTA that helps complete the content marketing cycle.
Having a call to action is critical:
- On your website
- On your marketing emails and newsletters
- On your blog posts
- On your social media posts
So, how do you create a great CTA?
The Golden Rule: your CTA needs to be clear, persuasive, and measurable.
Here’s the rundown.
In order for your leads to take action, they need to be clear on what you want from them. And in order for them to be clear on that, you first need to know what you want people to do next.
This could be to:
- Take a tour of your space
- Contact you for more information about your space’s services
- Book a meeting room
- Click a special offer
- Sign up for your blog or newsletter
Once you’ve established what action you want your prospective members to take, it’s important to be persuasive.
And a big part of that is being realistic about what you’re asking from them given what stage of their buyer’s journey they’re at.
For instance, you’re probably not going to have somebody read one single blog post and decide to immediately purchase an annual Private Office membership.
But if you’ve written an article about, say, how coworking can support the success of tech start-ups, there’s a good chance you can get them to contact you for more information or sign up for your newsletter so you can continue to educate them until they’re ready to take action.
Be persuasive by being realistic. Don’t ask for something unreasonable.
Last but not least, it’s critical that you’re able to measure the success of your CTAs. Getting traffic on a blog post is great but what’s most important is how many of those visitors took action.
Keep an eye on how many conversions you get from the CTAs in your blog posts and emails and on your social media platforms.
Then, based on performance, you can tweak your approach to achieve optimum results.
I work with coworking operators from across North America to create compelling content that helps drive membership sign-ups. If you’d like to learn more about how I can help you, or if you’re interested in bringing on some help to hone in on your space’s identity, get in touch with me today.
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