Every blog article you publish and every email you send out should have some kind of call to action that directs the next steps of your prospects. The simple act of a prospect clicking on a CTA provides you with valuable insights into the interests and needs of your potential clients. It also helps you better identify your emails' effectiveness, as opens can result from a firewall on an email server in many cases. CTAs on blog articles allow readers to dive deeper into the content they've just read and will enable you to capture business intelligence when they fill out a form. What your CTA leads to will have the most significant impact on your click-through rate. Here are five calls to action to include on blog articles and emails.

Ebooks

Ebooks expand on the ideas covered in blog articles and emails and communicate complex ideas in an easily digestible format. Long-form content is essential in establishing your business as a leader in your industry. Your eBooks should highlight the pain points that your prospects are experiencing and show the value of your solution educationally and entertainingly. You don't want your eBook to come across like a pitch deck. Statistics and insights from other industry experts will help back up your findings and lend credibility to your content.

Case Studies

Case studies show how your product or services have been implemented by one of your clients and how it has impacted their business. A well-designed case study should include a breakdown of the challenges your client experienced, the proposed solution, the implementation process, and the results of employing your product or service. Detailed statistics and testimonials from your clients will lend credibility to your case studies. Be sure to get permission from your clients before using their name or logo.

Assessments

Offering up a bit of your expertise at no cost to your prospects will provide them value, help to build a relationship, and introduce them to your solutions. This could come in the form of a questionnaire that lets them fill out and provide analysis on or a bit of market research into their target audience to identify opportunities. These assessments should not be too invasive or place any burden on your prospect. The information they receive should help their business grow or become more efficient in some way without making a purchase.

Demonstrations

Live or recorded demonstrations can be a great call to action for campaigns targeting prospects who are close to making a purchase decision. Do your best to make your demonstrations informative, entertaining, and interactive. Include several examples of the uses and benefits of your solution and open up the discussion to questions. Since these prospects are likely looking to fill an immediate need, your demonstration should end with a call to action of its own.

Surveys

Surveys can be a great way to perform market research. Whether you're trying to determine if a market is viable for your products, getting ideas for your next innovation, or getting a handle on customer satisfaction, surveys are an extremely valuable tool. Make your surveys clear and concise, and provide some kind of incentive for filling them out. Offer to send the results to participants to see for themselves how things turned out.

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