Deuces one-way communication, two-way communication is coming in and coming in real hot. As discussed in my previous post, blogs are changing the way small and large businesses are communicating with their target audiences. The marketplace is becoming a more engaging environment for businesses to interact and build relationships with their consumers to find out exactly what they want.
The days of pushing information to consumers has long gone. Now, marketers strive to pull information from their target audience in order to more effectively market their products. Business blogs are a great tactic for marketers to develop relationships with consumers and pull information from their interactions. An essential component to the perfect business blog post is the call to action.
Every blog post a business makes should have some kind of strategic purpose behind it. A strategic purpose is what you want your readers to take away from the post. If there is no purpose, find one or don’t post. (WARNING: Blogs should be consistently updated with at least a post a day--- If you don’t keep up, neither will your readers.)
For example, a blog about animal cruelty publishes a post about Killer Whales at Sea World. The blog post talks about the a few key messages (Killer Whales in captivity only live half of their average life span, what Killer Whales do when they are not performing, etc.) and includes a petition for people to sign to put an end to Killer Whale captivity. The purpose of the blog post is to increase awareness of the issue with Killer Whales at Sea World and to have people sign the petition.
However, without a clear call to action, many readers would think “Oh, that’s sad” and click to the next article or page. Increasing the awareness of animal cruelty at Sea World was only half of the blog post’s purpose. What about the other half?
What do you want the readers to do?
Sometimes you need to spell it out. Tell the readers what you expect of them. “If you want to put an end to this atrocity, sign this petition below and share it with your friends. Be the change you want to see.” I don’t mean to toot my own horn, but that sounds like a pretty powerful message and call to action. Present the problem to the readers and use the call to action to provide a tangible solution that they can help be apart of.
Everyone has the innate desire to feel like they belong to something or that their voice is heard. Business blogs have the power to create emotional relationships with readers by providing them with a platform to fulfill their subconscious needs—while simultaneously fulfilling the marketer’s goal.
Think back to the last blog article you read. Did it have a call to action? Do you think blogs with calls to action leave a longer-lasting impact on readers? Tell me what you think!