The purpose of a CTA (Call-To-Action) is to get someone to take specific action. You are calling on them to do something, and that something can be a variety of behaviors. For social media, these types of posts are very different, say, from a landing page or a blog post where call to actions can be as long as needed. Plus here, your reader may have found you, instead of visa versa.
It’s A Different Game On Social Media.
Newsfeed algorithms, status updates, viral videos, cute pictures of baby animals…it’s tough competition out there to gain people’s attention. But that’s what you’re doing, playing the game, so to say. Your goal is to gain people’s attention then convince them that whatever you’re wanting them to do will add value to their life. That is how you win.
This is especially important if you are a small business with a limited following (hey, we all have to start somewhere). Your Call-To-Action posts have to be so valuable that they can cut through the clutter of infant (aka dozens of new born baby pictures) cuteness to reach your target. So, how do you do it? The best way is to be effective and smart with your copy and with your image. They should relay exactly what your call-to-action entails and exactly what your audience will get in return. Remember, this isn’t a give-take relationship; it’s a give-give. When this happens and people find your post valuable, they are more likely to engage, share, and partake in it, and this means more reach for you. So think of it this way, if you–as your target audience—wouldn’t share it, don’t post it.
There are a handful of strong Call-To-Action posts you can create. I’m going to go over two of them that are especially important to Facebook: reviews and offers
What Makes A Great Reviews And Offers Call-To-Action Post On Social Media?
For any Call-To-Action post, the important thing to take note of here is that all information must be included within the post. You shouldn’t be leading someone off to another website where a new call-to-action is. This can be very misleading, and you’ll get reprimanded by doing that. especially if you are running these Call-To-Action posts as ads on Facebook (they may even get declined).
Keep it as a one step process. If you want them to enter an email to collect it offer, don’t call for them to also give a testimonial, review or provide 18 different types of information. If they clicked through your social media ad, they clicked for a reason. Don’t mess with that relationship.
Let’s take a look at some strong Call-To-Action examples, and the key points that make them unique.
Reviews and testimonials, especially on a Facebook Business page, are of major importance. Since Facebook launched a Professional Business Page search, similar to Yelp, reviews and ratings have grown in importance. If a customer were to use this search feature and type in keywords that match your business’ description, you are more likely to pop us in the results (as well as higher up in them) if you have more reviews and better ratings than your competitors. HINT: YOU WANT THIS.
Here Are Some Examples Of Strong Call-To-Action Posts, Asking For Reviews And Testimonials.
Key point: It’s best to be honest. Let your audience know WHY their review is valuable. Never underestimate the power of asking. Sometimes simply asking someone to do a favor will compel them to do it. By coming right out and saying this, you’re being transparent, and people appreciate that. Also, these posts are not completely give-take like they may seem. If a customer has received your products or services and has found them of value, they are likely more than willing to give you a review. Most of the time time they just haven’t. A simple post like these may be what compels them to share what’s already on their mind.
First thing first, you can’t scratch an itch you don’t have. If you have the right audience, then that itch should already be there. Make sure your offering up a solution that’ll scratch their itch. (Sorry for itching and scratching references–kinda. And I hope I got the words ‘butt scratcher’ stuck in your head like it is in mine.)
That was a little heavy on the metaphorical references, but I think you get the point. If you’re in the business of selling gym memberships, then don’t present an offer that has to do with painting your house. It may be the best damn house-painting offer that ever saw the light of day, but why, oh why, would someone looking to get their fitness-freak on want a deal on paint? They might even go as far as to think: ‘What does my gym know about home improvement? I thought this was all about weights, ellipticals, Zumba classes and such….” Keep your content consistent or risk coming off as unprofessional, unknowledgeable, confusing and even desperate (for attention).
Here Are Some Strong Examples Of Offer Call-To-Action Posts:
If you find your offers aren’t performing, you may want to go back and take another look at a few things: your audience and your offer. Either your audience isn’t right or your offer isn’t (or in some cases, both).
Key Point: If you’ll be asking them to enter in an e-mail address to gain access to an offer make sure you SAY that in your offer. Set the expectations, then follow your expectations. Don’t lead them down a path that’s off the map. This might be fun in a hobbit adventure story, but it’s not in real life. For social media, a person needs to know exactly what they are expected to do BEFORE they go and do it. If not, then risk people clicking on your offer only to immediately bounce out of the situation.
Do You Think You Have It?
Reviews and Offer Call-To-Action posts are important, and once you know what to put in them and why you are creating them, they’re easy to create. If you’re to remember only one thing from this post, it’s this: be transparent (I’m even bolding it here for you). Tricking your audience is never the way to go. At some point they’ll realize it and be left feeling deceived and regret their decisions. You don’t want regret to be the lasting emotion behind your business. People can read between the lines better than you think, so it’s best to keep the lines clear.
If you think you have it, try your best at creating a post for Facebook or Twitter asking for a review or presenting an offer. Post it here and I promise to review every single one. Questions are always welcome, too.