For the past several weeks, we have been discussing what we call Contributive Social Media. We have said that Contributive Social Media meets an audience need. You can catch up on our discussion about Contributive Social Media on our previous blog posts.
Today, we are going to talk about making call-to-actions
A call-to-action is simply a sentence or phrase that tells the consumer the bottomline.
It essential answers the question, ‘Okay, why am I reading this?’
Everything that we do in the world of advertising has a desired outcome. We either want someone to see, read, respond, purchase, or all of the above.
With that in mind, we should be intentional in helping our consumers understand what we are asking of them. We want to direct them towards the desired outcome, and leave as little ambiguity as possible.
For instance, if a pet store with a significant following posts a high-quality photo of a cute puppy, it will probably produce a fair amount of engagement. People are quick to ‘like’ pictures of puppies.
However, you want people to know that you just got five new puppies in the store, and you want people to come in and buy them. You will dramatically increase the likelihood of sales if you insert the claim, ‘Come get your adorable new puppy today.’
Leaving the information without the call-to-action is sending an incomplete message to your consumers.
Therefore, we suggest that every post on Social Media contain a call-to-action. Whether that claim is to buy something, or simply read an article. You should always send a complete message to your consumer. That means telling them what you expect them to do.
Next week, we will finish up our discussion on Contributive Social Media. Let us know how we can help you put Social Media best-practices into action for your business.