Ah, Calls to action. Those fun little marketing “buttons” may seem daunting at first, even for the most savvy and seasoned marketer. It might even seem like results from a CTA are unattainable at first. But results are possible and success is closer than you think! So, how do you know if your marketing with CTAs is up to par with the best of ‘em? Read on for more social media CTA tips and guidelines:
Pinpoint what it is you want your followers to DO.
If your CTA doesn’t have a clear and definitive purpose, your fans or followers will be lost! In what way do you want your followers to engage with you and how can they start the process? Do you want them to read your blog, download a white paper, or sign up for your email list? Make the subject of your call to action crystal clear and give your reader a distinct goal with a definitive path of action to take. Want them to sign up for that email list? Give them the means to do so. If any part of your call to action is confusing, you will lose potential customers.
Make them an offer they can’t refuse.
People are constantly being bombarded with offers and advertisements. If they are not going to receive something of value from your call to action, you better believe that they are not going to click on it. Offer them something enticing enough that they won’t be able to say no to. Save your best content for your CTA’s. Have a fantastic blog? Post a link and urge people to subscribe in order to receive more where that came from. Or, offer a discount or an exclusive coupon to customers who “like” your business on Facebook. Your offer has got to be appealing and exclusive to those who act. In order to get something, you must be willing to give.
Set up a time frame.
When marketing with CTAs, you must provide a sense of urgency to motivate your followers and fans to act. People can be lazy. Give them a timespan in which they must act to speed up the process. For example, if your marketing goal is to receive more shares, give your customers a deadline to share a piece of your business’s content and reward them with being entered into a contest of sort. Urgency will improve your response rate!
Marketing with CTAs should remain consistent. Your calls to action should be branded similarly and in a way that potential customers can recognize your business again and again. Same goes with landing pages. If a customer arrives at a page that does not look familiar to them, they may become confused and leave. Have strong continuity throughout.
Test and measure those results.
Change and test each individual element of your CTA to better understand what works for your customers and what doesn’t. Items that can (and should) be tested include all aspects of: Text, copy, color, graphics, size, and placement. Also, you will want to make sure that you measure your reach when improving upon your CTA. The “impression” is the number of people who were exposed to the CTA, its “click-though” is the number of people who clicked or took action and the “click-through rate” is the percentage of people who checked out your offer out of the number of people who saw it. “Completion” is the number of people who completed your offer and the “completion rate” is the percentage of customers who did so.
If you’ve tried your hand at making calls to action before, you might be hesitant to try again if you didn’t reap much reward the first time. However, a well-done call to action that is placed strategically on your social media accounts can bring in a whole lot of business for you. Marketing with CTAs is a strategy that you do not want to miss out on, regardless of your industry. CTA’s can be a bit tricky, but when done correctly, the benefits are endless.