In a world where nearly every company, cause and individual is creating content, information overload can be a real challenge. How can your organization hold prospects’, clients’ and partners’ attention spans long enough to get to the meat of your content? And, more importantly, how can you inspire meaningful and measurable action once you have captured their attention?
Enter the call-to-action. The (perfectly) clear, concise and compelling copy that tells people exactly what you want them to do both with your content and after they consume your content. And, since we all know it takes time for prospects to move from awareness to consideration, and from consideration to action, what calls-to-action can help to move people down the funnel and closer to buying (or donating, on the nonprofit side)?
While “learn more” is far from a hard sell, a prospect who seizes that opportunity is one who has an appetite for more content from your company or cause. This is also a prospect with an appetite for becoming more educated on the topic-at-hand.
Take Action / Be the Change / Make a Difference
For nonprofits in particular, identifying opportunities for stakeholders to help increase impact without making a monetary donation is an important part of the engagement process. Taking action shows prospective donors and volunteers want to be part of furthering your mission and driving conversion at this level is a positive step in the cultivation process. So, how can people take action and make an impact (aside from making a donation, of course)? Signing petitions, sharing content and submitting letters of support/opposition to legislators and other elected officials, to name a few.
Register / Join Us
If a prospective client or donor is willing to sign up for an event and move from virtual engagement with your company or cause to in-person engagement, it’s typically a good sign. This typically indicates that the prospect has trust in your organization, respects your work and expertise and is willing to make a deeper time investment in getting to know you.
Schedule a Free Consultation / Try It for Free
The closest cousin to the cold, hard, sell, free trials and free consultations are typically not for first-time visitors to your blog/website. To be willing to enter the more direct phase of the sales process, a baseline of trust needs to have been established and prospects need to be well past awareness and deep into the consideration phase.
If you make this offer to prospective clients, it is critical that the consultation is not a thinly veiled sales pitch and that you are delivering a tangible value to the prospect. Most importantly, this is a leading indicator for prospects of what it will be like if they choose to work with your company so focus on making a stellar first impression.
When expertly combined with highly relevant and compelling content, a well-placed call-to-action can play a critical role in helping prospects advance from awareness to consideration and consideration to action.
Your company’s blog is among the best places to drive action online. Lucky for you, we have 20 tips to help you enhance your business blog today.