The Social Media Marketer

Does Your Social Media Strategy Include Calls To Action?

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You may be thinking it is time to put your feet up and relax. You have just written what you are certain is the “world’s most riveting blog” and it is ready to release to the social media world. Your blog is enticing, informative, relevant, keep-them-on-the-edge-of-their-seats exciting. You have read it again and again, tweaking the content until it is perfect. You have proof-read it, you have spell-checked it, you had your best friend review it. It is amazing and is going to set your business on fire.  

Okay – but before you post that blog, there is one more thing to consider. Have you included a “call to action?”  

Have you asked your readers to take the next step? Have you asked them to visit your website, shop in your store, subscribe to your magazine, read more articles, or share this blog with friends? Have you asked them to do something that will continue their interaction with you and your business?  

These are all examples of a “call to action.” It is a simple, but extremely effective, way to get your customers to do what you want them to do next. If you don’t ask your readers to take the next step, they will not be aware there is a next step.  

Call to Action Techniques:  

The average Internet user has a short attention span, regardless of the social media site they are visiting. Some statistics report readers will only spend six seconds browsing a website to decide if it is interesting enough for additional time. Other statistics relating to mobile usage, identify the attention span as much shorter; two seconds or the time for a double-click.

Your call to action must be simple and straightforward. Ask your readers to:

• Bookmark your page or website; remind the reader they enjoyed your current blog and should return for more amazing articles.

• Watch, view or play a video. Be sure to include the option to download the video and/or to share it with friends.

• Register for future email notifications. Encourage them to subscribe to your newsletter.

• Print your page; assure the reader they will want to keep this information close at hand.

• “Like” you on Facebook and follow you on Twitter. Encourage your reader to Tweet (and retweet) this article.

• Share your blog with everyone. Give them the option to email or forward it.

• Contact you through a simple fill-in-the-blank form or through a toll-free number. Make requests for “help” equally simple.

• “Buy Now!” or “Purchase Now!” or “Add to Wish List!” Make it easy for the reader to buy and pay for an item, request a catalog or “chat” about a product.

• Contribute their input to your site. Ask your readers to post their review of your product(s); to upload photos or videos; to post a comment.

• Be sure to retain control (but not censorship) over which reader contributions appear on your site.

Every call to action should convey a sense of urgency. Consider using “now” or “limited time” or “supplies are limited.” Offering bargains and free things are also effective when incorporated into a call to action. You might offer “price reduction” or “free shipping.” Free downloads are always good.  

Any call to action request should be easy to accomplish and simple to complete. If you are offering a free download, don’t make your reader click through several screens to get to the actual “download” button. Don’t overwhelm the reader with options. Remember the six second/double-click statistics. Provide options, but not enough to discourage the reader from continuing.  

Once you have added your call to action to your blog, you will want to track the results. Several methods can help you determine what is working, and what isn’t.

• Use a specific phone number to track your call to action responses. Toll free numbers are usually the best; they make your business look large even if it isn’t. There are various companies who provide toll free numbers.

• Use some type of tracking or promotional code to pinpoint the results from your offers.

• Set up a special email address specifically for tracking your responses. Make this email address identifiable as appropriate to the subject of your offer and your blog.

• When properly set up, you can track social sharing on Facebook, Twitter and other social media sites.

Now that you have added a call to action to the “world’s most riveting blog,” it truly is ready to release to the social media world. Go ahead, put your feet up and relax.