Elise Dopson; a copywriter at Custard Online Marketing and social media fanatic.She can be found on Twitter and LinkedIn.
This increasingly large pool of people active online can become future customers of your company. Implementing strategies within your own social platforms to co-operate with common social behaviours can aid in achieving many of your business’ main objectives; from driving traffic back to your website to increasing the amount of sales you experience.
However, it may be confusing to know where to start when it comes to optimising your social media to align with your main goals. Despite this, there is one common effective technique that can help to achieve the vast majority of your objectives… Creating compelling call-to-actions that actually have an impact on the people who read your social content.
From helping with determining your marketing objectives to creating accompanying content, here’s how to create a successful Call-to-Action (CTA) and how it can impact your business’ website and online profile if done correctly:
What is a Call-to-Action and Why Do I Need It On Social Media?
As the name suggests, a CTA is something that encourages the reader of your content to take some form of action; whether that’s encouraging them to visit your website or complete a sign-up form for your mailing list.
Shoppers across all industries need persuading before deciding to make a purchase, so using a simple yet effective CTA can help convince them.
Many people may question why there’s such a need for CTA on a social media profile. The answer is simple – people are there to view your content (and you can optimise yours to be more accessible), which is a simple way for you to convert online people into potential customers.
CTAs have proven to be extremely successful on multiple social platforms, with one study discovering that adding CTAs on your Facebook page can increase the click-through-rate by as much as 285%. By not including this kind of feature online, you could be missing out on many valuable sales that make the success of your business soar.
1. Determine What Business Goals You Want to Achieve
The marketing techniques your business uses should be dependent on the goals you want to achieve. Some of the most common marketing objectives include:
- Increasing sales
- Raising brand awareness
- Growing your customer base
- Driving traffic back to your website
The type of CTA you choose will depend on this as it can help you decide on what you actually want your followers to do.
For example, a business with the main marketing goal to drive traffic back to their website could factor in a link to their company’s website and craft a compelling CTA that encourages them to visit.
If your main objective is to raise brand awareness, you could offer some interesting advice and encourage the people that view your social update to interact with the post. This could be in the form of a retweet on Twitter or to share with a friend or family member on Facebook. Either one of these strategies boosts the visibility of your status update and multiplies the amount of exposure your brand receives.
Depending on your business’ goals, you may want to trial various actions and monitor which have the best effect using analytical tools and reporting software, but we’ll discuss that later.
2. Create Great Accompanying Content
We’ve all heard that crafting quality content is king when it comes to digital marketing, and it’s no different when it comes to marketing on social media. Creating strong and compelling content helps to influence a customer into completing the action you’re about to suggest, and can also provide them with proof that you know what you’re talking about; increasing the trust they have within your brand.
The main way to craft this kind of quality content is to provide something that educates your followers. Perhaps you’re an expert in watch-making or know everything about online shopping; whatever it is, you’re likely to have great advice that can be offered to educate other people.
Another popular form of content that works especially well with B2C companies is to share comical, entertaining content with the followers of your online profiles. The use of memes, quotes, and GIFs have soared in the past few years, with the latter being mentioned as an essential marketing tool for 2016.
Once you’ve got the person hooked with the introduction of your social update, they’re more likely to read your CTA and actually follow through with what you’re asking from them.
3. Create a Sense of Urgency
The most successful forms of CTA are those that demonstrate a sense of urgency. You want your readers to act on what they see sooner rather than later, where they may forget what they had to do and why it was so important.
You could use time-sensitive messages to encourage your audience to act fast to quickly see your marketing goals being achieved. For example, if you wanted to create a CTA that makes people want to purchase an item on your website, saying something like “Hurry - only 20 items remaining!” can help customers to act quickly and boost the effectiveness of your technique.
Adding urgency to a CTA has been proven to increase the click-through-rate by up to 15%. Making an offer that your audience cannot turn down or postpone can help to improve the results given by your CTA message.
4. Measuring and Improving
One of the most important steps in mastering an excellent social media marketing plan is to recognise what works well for you and learning how to improve in the future.
This can be done by creating a social media audit, which scrutinises your current social channels and recording the effects of your CTA improvements.
There are a number of metrics that allow you to recognise the effectiveness of your CTA, including:
Number of Impressions
Recording the number of people who viewed your status update is important as it can allow you to view the visibility it had. This can then be compared against various other metrics, including the number of engagements your status had and the amount of sales you received as an effect.
Completion and Completion Rate
Useful if your main objective is to increase the number of sign-ups to your online form, the amount completions shows the number of people who signed-up and achieved your goal. This can also aid in tracking the success of your technique.
This is the measurement that demonstrates how many people clicked on a link in your social update and is shown as a percentage that interacted out of the number of people who saw it. A high CTR indicates a successful call-to-action and shows that you’re using the correct techniques for your goals.
Software like Google Analytics can help to display all of these metrics but if you aren’t extremely familiar with complex analytics software, there are options on Facebook and Twitter that can allow you to measure how successful your attempts of creating a compelling CTA are.
As you can see, there is a wide range of marketing techniques that can be used to create a compelling and effective CTA on your business’ social media profile; helping you to achieve your business goals and marketing objectives.
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