Social media marketing is fickle. And, you need to be clear of what you want your audience to do, to maximize the returns.
It may be to comment on your post, signup for a free trial, download an ebook, read more, or anything else.
A killer social media call - to - action can help you achieve all these goals. You need it to prompt your readers and viewers to take an action on your site, enhancing your conversion rate overall.
But, creating a killer call-to-action that converts is an uphill task. Outlined in this blog are the steps to create a high click CTA, and the examples of companies who are implementing it right. Let's explore.
What is a Call To Action (CTA)?
I’m sure you have seen buttons like, Read more, Take me there, Sign Up, Do it or other such versions on the sites, prompting you to take an action. This is what we call as CTA, a button that simply means to ‘call’ you ‘take’ an ‘action’.
CTA’s motivate your reader to interact with your content: to click a button, sign up, like, share or comment. As you can see in this example from SocialPilot’s Facebook page, click through to read a blog post.
The Value of CTA
If your followers are not taking action, the best you’re accomplishing is creating brand awareness. Brand awareness is valuable in itself. But, if you get your audience to interact with your work, it will help you get a step closer to the faster return on investment (ROI). That means turning your passive viewers into active participants.
Types of CTA
Effective calls to action are simple and easy to follow. They come in a variety of types. They could be for lead generation, form submission, lead nurturing or social sharing.
Although all CTAs might not lead to purchase, they should all be focused on generating engagement with your site, and your product.
Examples of some of the most popular types of CTA are:
- Opportunities to sign up for newsletters.
- Share buttons for social media.
- Social media links to your profiles
- Contact buttons
Two Pillars of Social Media CTAs
These fundamentals might sound like common sense. But a lot of marketers forget these basics when they’re caught up in the creative process of creating social media posts. So just in case, some quick pointers:
Think About Tone
The internet is full of noise, and your audience can easily get distracted by it. It is important to hold the attention of your readers and guide them through the processes of signing up, shopping on your site, and choosing your product.
Your CTA can help capture their attention but you don’t want these things to feel intrusive and sales-y.
Nobody wants to be bombarded with Buy Now! signs when they’re just trying to access needed information.
Are you looking for engagement and conversation? Try something inviting like We Want To Hear From You, or Join Our Community. What about alerting clients and customers to upcoming sales? Buy Now might sound too pushy, but Don’t Miss It can give a sense of urgency you’re looking for, to drive the fear of missing out.
If you’re trying to pass on important information or you’ve got an interesting story to draw in readers, a quote from the piece with a Read More will be a good CTA. It can drive traffic to your blog, and establish credibility as a source of needed information, and even help you establish a stronger online identity.
Focus On Your Goals
Before thinking about your action triggers, you want to make sure you know exactly what you’re trying to get out of them. The most effective CTA’s guide your audience through the process of making a purchase.
Your marketing team, sales team, and social media management team will have to work together to define this process and set goals accordingly. And, then plan the social media posts and CTA’s to help you achieve these goals. For instance you might create posts to generate engagement, including:
- Driving sales and sign-ups to your landing page
- Encouraging user-created content
- Drive conversations and comments
- Alert readers of sales, discounts, and promotional events
...and much more!
The call to action would then be decided as per these goals.
If you have not set your goals yet, don’t fret about it. You can use these goals as a reference point for setting your own. Use your analytics data to track the social media posts that lead not only to the top rate of engagements but lead to the type of engagement you’re most interested in cultivating. That makes it easier to adjust your social media marketing strategy as you go.
To help you understand this better we’ve outlined different types of CTAs and the way they create different engagement.
Calls to Action on Social Media
These types of action triggers typically involve taking smaller steps, gradually leading clients and customers toward an end goal.
Social media is a place for short, punchy, and image-heavy messages to connect with your audience. The beauty of social media is that by its nature, it’s already encouraging engagement. The downside to that? You have to really think about how to take attention away from your competition and rise above the noise.
We’ve outlined 10 social media strategies we think are really hitting the mark when it comes to Call to Action and their social media profiles in general. Check these out and learn how you can apply these killer strategies to your own social media profiles!
1. Wendy’s – Issue A Challenge
Wendy’s Twitter is legendary as a social media strategy, and it works wonders for their bottom line. Wendy’s engagement on Twitter usually averages out at 10,000 shares and 30,000 likes. Not bad for a fast-food chain!
Wendy’s secret? Wit, a clear voice, and fantastic customer service.
Take the #NuggetsforCarter movement, it started when a Wendy’s customer asked how many RTs he’d have to get for free nuggets for a year. Wendy’s set the number, and Carter’s original Tweet became one of the most retweeted tweets of all time!
Think about your own social media engagement. Are you interacting with customers in a way that encourages sharing? Are you engaging with others in your field, and developing a strong voice? Wendy’s encouragement for one person to get 18 million shares brought more attention to their own brand, in a unique and interesting way.
2. Wix – Create A Sense Of Urgency
Wix is a top website hosting service. The company found a great way to boost it’s social media profile with a huge $10K giveaway on Facebook, to celebrate the Super Bowl.
The sight of a football frozen into a block of ice was a great image, and Wix found plenty of ways to track their engagement, with analytics tools like Buzzsumo, Hubspot, and Google Analytics. The Win 10K call-to-action was enough to get people’s attention, and drastically increase engagement.
You can create that same sense of urgency with giveaways of your own, or exclusive content and limited-time offer. Offering the chance to win a prize, combined with the time crunch (In this case, you’re literally watching the time pass) is a surefire way to interest viewers. And an arresting visual doesn’t hurt either!
3. Deadpool Movie – Choose a Strong Voice
Deadpool makes great social media content, thanks to the strong personality of the main character.
For the release of the Deadpool DVD, the company launched a multi-channel social media blitz that capitalized on Deadpool’s blunt and inappropriate humor. That worked perfectly for a social media campaign. It made it memorable, noticeable, but also short, and to the point.
Rather than using a traditional call to action, Deadpool stays on brand and brings attention to the release with the Deadpool hashtag, and a vaguely inappropriate joke that gets your attention.
Developing a strong, cheeky online voice can help you choose unique calls to action that can slip under the radar while still driving engagement.
4. Ask a Fun, Polarizing Question
Netflix has a great social media strategy. They bank on their free trial and the simplistic design when it comes to their landing page. But they’re masters at the conversational side of things.
Why? Aside from being masters of memefication, especially when it comes to their own movies and TV, Netflix uses easy, daily life questions that divide many folks, to trigger engagement.
5. Eggo – Use A Pop Culture Connection
If you’re a fan of Stranger Things, you likely saw the Twitter campaign by Eggo Waffles, connecting them to the release of Stranger Things.
Eggo released Stranger Things inspired posts across their social media, including videos of every Eggo scene in the series so far, and suggestions for 1985-inspired Eggo menus. The partnership allowed them to stay away from traditional calls to action while capitalizing on current trends. By offering quality content that included giveaways, and special retro boxes, it gave fans of both Stranger Things and Eggo Waffles plenty to talk about!
Think about your own partnerships. Who does your brand have a relationship with? Do they have viewers you can tap into? What about current pop culture?
You may be a smaller company, without expensive partnerships, but using search analytics, you can create calls to action that are relevant to certain events or interests throughout the year, and capitalize on current trends with seasonal offers.
6. Nike – Use Active Language
Nike’s social media campaigns have tapped into important social issues. They build a strong relationship with their customers and brilliantly turned their own slogan into a call to action.
They encourage readers to #JustDoIt when interacting with their customers. The ‘it’ depends on the viewer, but Nike’s invite becomes a call to action, to challenge yourself, and to engage and share your journey with them.
How can you add a call to action to your own slogans and taglines? This could take some testing. You might consider hiring a copywriter, who can be sure to tap into the right tone and language for your brand.
7. TOMS – Stimulate Activism
As a company, TOMS values the importance of social responsibility. They also know how to capture the interest of the readers with conscious offers, like these butterfly-inspired limited edition shoes produced in collaboration with the Environmental Defence Fund.
Rather than focusing on the Buy Now part of the CTA, TOMS focuses on the social connection and softens the traditional call to action with a Learn More and Shop option.
The reality is, we’re all feeling oversaturated by ads these days. TOMs limited focus to a core customer value and gentler sales pitch that doesn’t guilt or pressure is refreshing.
Take a look at your own engagement, and ask yourself where you should be offering a chance to Learn More coupled with a good cause, rather than moving right to the sales pitch.
8. Coca-Cola – Inspire to give
Coke was among the first companies to adopt a solid social media strategy. As such, it’s a company you could learn a lot from, even when you’re nowhere near that size.
The Share A Coke campaign is a great example of all the best call to action tips.
It’s visual, available on multiple platforms, and allows for a sense of community.
It doesn’t use the sales language, so it invites rather than offering. However, it does prompt people to actually buy a coke. But not for yourself, for someone you care about. Smart!
The smash-hit marketing campaign resulted in expansion from the original 250 names, to 1000, and allowed Coke to sit back and let its customers create its own content. Currently, it’s going even further, giving customers a chance to create personalized bottles, and even sells the name stickers as merch in an online store.
One of the reasons the Share a Coke call to action worked so well was that it built a sense of community. Rather than inviting someone to learn something, or buy something, Coke’s unique call to action invited you to connect with the company, the product, and everyone else, not even just Coke drinkers.
Inviting engagement through fun questions and responses to comment is one kind of sharing. Finding a way to share an experience with your customers can foster a sense of community and customer loyalty.
9. Dove – Show Yourself
Women’s issues are taking the forefront in our conversations more than ever before. Dove is taking advantage of this interest in women’s lives, promoting fantastic and inspiring women on their social media, and offering customers the chance to learn more.
They’ve created the #ShowUs campaign in collaboration with Getty Images, where women are asked to show their perception of a woman. It resulted in a lot of user-generated content. The call to action is to sign a petition against sexist terms in the Oxford Dictionary.
The lesson here is that it can’t always be about business.
Sometimes, your call to action needs to focus on brand values and providing quality content. The result will indirectly attribute for customers to place your product above your competition because they align with your values.
At every stage of your social media marketing strategy, you should be thinking about conversion. Creating effective call to action on social media means knowing the platform you’re using and working accordingly.
But, effective calls to action need to go beyond that. Think about the language you’re using, and the goals you have for your posts and overall, for your campaigns. Who will benefit from your product, and what would help them make the right choice?
And of course, you shouldn’t stop marketing after you post. Experimenting with copy lengths, and getting a good copywriter on your side can help you avoid the pitfalls. Always analyze your social media posts to know which what is working best for you and what you need to improve.
With SocialPilot's analytics feature you can easily gain insights in your social media posts, and devise strategies to improve performance. Start your free trial now!