June 11, 2013, Issue #28
7 Tips to create an effective Call to Action in your Social Media Campaign
So, you have successfully run a Social Media Campaign, there is a significant increase in the Web-traffic. Are the visitors getting converted into leads or the visitors clicking anything at all and going to the next stage of engagement? Is the Bounce rate going down or does it remain high? What is the outcome of your Social Media Campaign? What "Call-to-Action" you are providing to your visitors to keep them engaged? Here are 7 Tips (in other words 7 steps) that would get you started in providing the right Call-to-Action.
Know what you want from your prospects:
When you run a Social Media Campaign it is vital to know what you want from your prospects. If you don't know what you want from your prospects then there is no point in running a campaign. For instance, if you are an E-Commerce company the Objective of the Call-to-Action could be a prospect clicking the Buy button and making a purchase or a prospect leaving a feedback. On the other hand if the business is a B2B business then the objective could be to prompt a prospect to subscribe to mailing list etc. So, it is vital for a Brand to define what the Brand wants from a prospect.
The best way is to make an offer to the readers - an offer which they want NOW. That offer should prompt the user to take action and go to the next level of engagement with the Brand.
Know your platform:
Determine if your platform is a Web platform (Web Portal) or a Social Media platform. If you are looking for a Call to Action from a Social Media platform then know what you want. Let us say on Facebook, you might want to direct the traffic from the facebook page to the website. In this case, it is good to post content along with the link to the website that will direct the user to the site. Also, if the objective is Brand building then facebook offers more room to post visuals along with useful text content. This will significantly help in keeping the users engaged. Another way is to ask the users to share posts (videos and visuals); when a Brand allows users to participate then they would participate. The strategy works differently on other platforms like Twitter or Pinterest etc. On Twitter perhaps a discount coupon would prompt the user to "click".
Do not be pushy:
Being "Pushy" to your prospects on any platform is a big NO NO. Brands will be pushing away the prospects by being pushy. Remember, your prospects are there on a Social media site to Socialise. If the users have to Buy your product or visit your website they will do it if your content on the Social Media site is enchanting enough to "click". Buying or Visits comes as a by-product of posting User Centric quality content that would "pull" or "prompt" the user to visit the site.
For example, in the following Pinterest post (Fig1), the Brand promotes itself without being pushy. It posts a delicious visual that would keep the user engaged and offers a link to their site which is not an explicit advertising.
When it comes to the Content there are several subtle things that matter. Here are few...
- Use presentations relevant to context - It is necessary to keep the presentation of the call to action to the context. Use a consistent voice to represent your brand across 360 degrees.
- Create a sense of urgency
- Place call to action in several places
- Include sharing option. Let the users do the marketing for you.
Entice prospects to take action:
The best Call-to-Action (CTA) is something that would entice the prospects to take action. This comes by appealing to the senses of the prospects; the user should "feel" like taking action. Here are few instances wherein a prospect is prompted to take action:
- Maintain Consistency:
Another key for a successful CTA is maintaining consistency in in the presentation on the Landing page.
A research by Hubspot revealed that using more landing pages yielded better results.
If you are into E-Commerce business then make a landing page that sends the prospects to the appropriate step in the purchase process. The Goal should be not just to bring in users but to bring the user to the right place in the website. So, it is vital to maintain the meaning in the wordings and the graphics.
Test, Measure and Optimise CTA:
As you carry out several activities on Digital marketing it is vital to test and measure the outcome of the campaign and optimise accordingly.
Here are some metrics to track the Call to Action (CTA):
Are your Social Media Calls to Action working for you?
- Impressions - Impressions are the number of people exposed to the call to action
- Click Through Rate - Click through Rate is the percentage of people who checked a promotional offer out of the number of people who viewed it.
- Purchase rate - Purchase rate is the percentage of people who has clicked the Buy button and made the purchase out of the number of people who viewed it.
- Response Rate - Response rate is the rate at which the users complete a subscription form out of the number of people who clicked it.
In order to make your Social Media Calls to Action work you have to make it trackable by aligning the activities to the business goals. What do you think of the Social Media Calls to Action? Has it worked for you? Please send us (contact form) your comments.