While in most cultures marriage unites
loved ones, in the world of online marketing marriage should exist between
entities. The more elements from your site you connect, the happier your "household" will be.
As most of you know, CTAs are images with short text overlay that prompt visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. One click on these "
" and the reader jumps to a landing page that will collect her contact information in exchange for a valuable marketing offer. This path from a blog post to a landing page via CTA illustrates the much desired
process of lead generation
. But in order to increase visitor-to-lead conversion opportunities, you will need to happily marry these three elements.
1. Craft an Offer Relevant to Each Blog Post
When designing your CTAs, make sure it resonates with the content you have introduced in the blog post. For instance, if we write about how
Google Instant affects SEO
, the offer at the end of the post can be related to search engine optimization.
2. Create a CTA Template & Stick to It
In order to turn the production of blog CTAs into a scalable project, you might want to develop a template. Consider creating a table or putting together some raw HTML code that you can copy and paste onto your blog posts. That way, you will be consistent in your format and make visitors familiar with your blog brand.
3. Turn It into a Habit
If you don't have the time to invest in tailoring individual calls to action for each of your blog posts, that is ok. It is still better to present
valuable offer than not give your visitors any natural extension of their reading experience. Within
HubSpot's blogging platform
, for instance, you can create a footer that will allow you to add a static CTA to each of your blog posts.
4. Make CTAs Consistent with Their Landing Pages
For best results, you will need to make your call to action consistent with the landing page it links to. If the language you use on that page is too different from the CTA, it might confuse visitors and result in their leaving the page. The connection between these two lead conversion tools should be seamless.
5. Optimize Both Landing Pages & Blog Posts
While blog posts are your assets that capture qualified traffic,
landing pages are your assets
that transform this traffic into high-quality leads. Optimize both elements well in order to excel at lead generation. You can do that by targeting the same keyword combinations.
HubSpot's Blog Optimizer
, for instance, gives real-time tips about SEO elements in posts. Once you determine a strong keyphrase that your blog post will revolve around, emphasize it in your CTA and landing page.
How are you connecting the different elements on your site? Share your insights in the comments below!