Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

How to Choose the Right CTA for Your Next Blog Post

How to Choose the Right CTA for Your Next Blog Post Blog Feature

January 20th, 2014 min read

Screen_Shot_2014-01-19_at_10.17.17_PMSo you wrote an awesome blog article. Great!

As a content marketing manager, I know that from time to time writing a really strong blog article can be an uphill battle.

Sometimes you're so plagued by writer's block that you're certain you'll never see the light at the end of the tunnel. Other times you become so wrapped up in the title that you'd think you were trying to name your first born.

Trust me, I get it.

As if writing the blog article wasn't enough, now you're left to sift through your call-to-action library in an attempt to find something that fits just right.
A strong call-to-action at the bottom of your blog post will provide you will an opportunity to present your audience with an offer that aligns with the information you just laid out, and in turn generate conversions (no pressure).

When dealing with prime real estate to guide your visitors down the sales funnel, you want to be sure that you select a call-to-action that will perform well.

Don't panic, we've detailed 3 clarifying questions to help you hone in on the call-to-action that makes the most sense for your next blog post.

Which Buyer Persona Are You Speaking To?

Many marketers have a hard time determining exactly who it is they are trying to reach when it comes time to create content. With no clearly defined persona in mind, they'll begin writing blindly with the hope that what they produce will reach everyone. While that would be nice, the trouble with this approach is that it's hard to please everyone at once.

Knowing who you are writing for before you begin writing will make it that much easier to communicate your message in a way that will resonate best with them. 

Before you toss any old call-to-action at the end of your blog post, be sure that you're aware of the audience you are trying to reach. Who did you have in mind when you wrote the post? You'll want to select a call-to-action with the same person in mind.

Lets say you just wrote this blog post: 3 Inbound Marketing Strategies That Your CEO Will Buy Into

It's clear that this particular article lends itself well to an audience of marketing managers, as it provides information on how to sell your CEO on inbound.

To accompany this post you'd want to incorporate a call-to-action that would be of interest to that same group of marketing managers, which is why we used a smart call-to-action that filters between 3 offers that are relevant to that particular persona:

Considering the audience of your blog post in advance will help you to select a call-to-action that will provide value to that persona, and increase the likelihood that they will convert on it.

Where Do They Fall In The Sales Cycle?

Aside from your persona, you'll want to determine what stage of the sales cycle your content is directed towards. If you're looking to enlist a call-to-action that will actually call people to action, you have to present them with something that pertains to them.

If you employ a top of the funnel offer at the end of a bottom of the funnel blog post it's likely that it won't see a whole lot of conversions. You want your call-to-action and your blog post to speak to the needs of the same level of the sales funnel. 

If you have an extensive library of resources, determining where your audience falls in the sales cycle will help you to filter out only the offers that align with that particular subset.

Lets say you just wrote this blog post: Why Instagram is Winning the Fight for Customer Engagement

The key is to hook the right person, with the right call-to-action while they're in the right place. 

This particular blog post is directed towards more top of the funnel opportunities, which is why a call-to-action prompting a top of the funnel offer will see the best results in terms of conversions. 

In order to make the most out of the Instagram blog post, we've implemented a call-to-action that not only appeals to the top of the funnel opportunities, but it aligns with the subject matter: How to Use Instagram For Business.

What Do The Analytics Say?

Once you've narrowed down your options by persona and sales cycle, you may still be left scratching your head.

This is where analytics come into play.

If you're a HubSpot user, you have easy access to the following call-to-action data:

  • Views: the total number of views the CTA has received.
  • View -> Clicks: the percentage of views which lead to actual clicks.
  • Clicks: The number of clicks the CTA has received.
  • Clicks -> Submission: the percentage of views which lead to a form submission.
  • Submissions: the total number of landing page submissions the CTA generated.

We have 3 top of the funnel offers on social media that are generally targeted towards personas like the marketing manager:

Screen_Shot_2014-01-19_at_9.06.32_PM

Screen_Shot_2014-01-19_at_9.07.23_PM

Screen_Shot_2014-01-19_at_9.08.07_PM

After taking a close look at the performance of each call-to-action, it becomes evident that the Instagram offer, and the Vine offer are out-performing the Snapchat offer. 

In terms of generating more conversions, this information would help us to hone in on a strong offer that has proven its ability to not only receive clicks, but also breed submissions.  

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE