If you’re new to content marketing:
Mention the letters “CTA” to any content marketer. You’ll see their mood suddenly change. You’ll see their eyes open wide as they tell you how important those letters are. They’ll tell you that you absolutely need CTAs and then proceed to discuss the topic with urgency.
They’ll ask you if you have a business and whether it’s online. Soon the discussion will turn to social media and how you need to make the most of it. How you need compelling CTAs in your social media pages and content.
“But what are CTAs and why are they so important? How do you craft brilliant CTAs for your platforms?”
Here you’ll find all the answers to the questions you have.
Oh, and don’t worry about your content marketer friend. They’ll take a deep breath once they’re done speaking. They’re fine and CTAs are really an exciting topic for them.
If you’ve been a marketer for some time:
You already know how important CTAs are. And you’re excited to learn how to craft brilliant ones for social media.
A CTA Definition
First of all:
You absolutely need CTAs!
There, now that we’ve established that:
A call-to-action is a prompt telling your audience what you need them to do. CTAs are clickable buttons and links that direct you to something else:
- Product landing pages
- Online stores
- Interesting content and information
- Sign-up forms
- The comment section
- Access to a service
- Free gifts
- A ‘like’ or ‘share’ button, or both
- A messaging platform
CTAs are the key to you reaching your goals, whatever those may be. They invite your readers to begin the conversion process.
Without CTAs, all you get is brand awareness on your online platforms. You want your audience to actively engage with your business.
All CTAs should have:
- Urgency: You want your readers to act now, immediately, asap, pronto.
- Action verbs: You tell your audience exactly what you need them to do.
- Simplicity: The shorter and more direct they are, the easier it is for your readers to understand.
- Enthusiasm: You want your audience to get excited about the action they’re about to take.
- Structure: They should stand out wherever you place them.
- Relevance: Clicks should lead to content that relates to what your business is about.
Brilliant Social Media CTA Advice
There’s no better way to get the word out about what you’re offering in 2020 than through social media. It allows you to reach audiences from all over the world.
And adding a call-to-action can increase your click-through rate exponentially.
But there are differences between your everyday CTAs, which barely get clicked, and compelling ones.
Here are tips to crafting excellent CTAs your readers will want to click.
Promote the Benefits
People will tend to do what you want from them if you can show them what they stand to gain from it. That’s just human nature.
If you offer incentives and benefits to your readers, chances are more of them will take action.
The benefit can be:
- A free trial for a service you’re offering
- Access to exclusive content
- A chance to win big
- A solution to an issue your audience has
You can promote the benefits by emphasizing your readers’ need for your offer. Make them realize they never knew they needed what you’re offering until now. Make them pause for a moment and think of how amazing this opportunity is.
Dangle that carrot and they’ll come running.
Make Your Readers Act Now
When your audience comes across your social media post, you want them to act at that same moment. You don’t want them to hesitate and think twice about clicking your CTA.
This is why you need to state exactly what you want. Don’t be shy or too polite about it, and don’t be vague about it, either. Don’t ask them what they want to do; tell them.
You can also create urgency through the use of time and numbers in your CTA like:
- Offer ends on
- 24-hour offer
The best CTAs are short and to the point. They’re a few simple words with considerable power behind them like:
- Buy now
- Sign up
- Learn more
- Book now
Customize Your CTAs
To make the most of the world of social media, you need to be available on every platform that your audience uses. Writing about photography, yet failing to reach out to Instagram users would be a huge mistake.
So can you simply make a one-size-fits-all CTA for all your social media accounts?
Different social media sites have their own unique features, so you shouldn’t have the same CTAs for all your platforms.
You need to customize your CTAs according to each platform’s strengths and CTA buttons.
- Twitter is ideal for short text CTAs. Use it to promote your captivating offers or gain awareness by making your hashtag trend.
- Instagram was made for images and videos. Create CTAs that grab attention and inspire curiosity. You can also display CTAs through the platform’s ‘Promote’ option below each post. Make the most of Instagram Stories as well.
Facebook works for all content and has the most people. In fact, it’s the most used platform for social media content marketing. Keep your CTAs interesting and diverse, promoting on your page and in your Stories.
YouTube is, of course, meant for videos. Create epic videos and then add your CTAs as overlays, end cards or in the description.
Captivate Your Audience
Visuals are crucial to your content marketing on social media. Your readers’ reactions to images, GIFs, and videos are more instantaneous than with words.
Use visuals and colors to:
- Grab and keep readers’ attention
- Evoke emotion
- Show what you’re offering
- Stand out from timelines and feeds
- Inform quicker than long sentences
- Advertise in your headers and profile pics
- Sell through Stories
Remember to use visuals that contrast well with each platform you’re using. Use warm colors if you want to show energy and urgency in your CTAs. Use cool colors to show elegance and create trust.
Oh, and one more thing: memes. Use them.
Just don’t get sucked down a rabbit hole and end up spending all your valuable time sending memes to your friends. Save that for after you’ve finished work for the day.
Stay True and Natural
Your audience on social media wants the real you. That’s why they follow you.
They don’t want salesman-like pitches where they’re seeking honest interactions. They want entertaining, approachable, and funny pages.
Communicate with your audience as if they were your friends. Tell them a story, create a bond, and make them relate to you and your brand. Invite your readers to have conversations with you. Use words like “you” and “yours” to make them feel like you’re talking directly to them.
Keep a relaxed and conversational tone on social media. You can use your serious business tone on your website.
Many social media pages have understood this and use humor in their posts.
But don’t get too comfortable. Communicating whatever you want can turn into a controversy. Be careful.
Try different things when it comes to your social media CTAs. Platforms are full of ever-changing trends, so take advantage of them.
See what’s popular and use it, but don’t overdo it. Your readers can sense the desperation to seem ‘hip’ and relatable if you take it too far.
Try A/B testing, where you switch simple details that can help you get better CTA conversions. You can tweak your:
- Text (length, tone, fonts, punctuation, emojis)
- Visuals (use of infographics, images, videos or none at all)
- Colors (figuring out the best contrast)
Get Killer Content and CTAs for Your Site and Social Media
Online content marketing is a hugely important part of any business. And consistently creating quality content is the only sure-fire way to keep your readers engaged and coming back for more.
Without great content, you have nothing to base your CTAs around. A blank page the perfect CTA button still isn’t going to be driving any conversions or sales.
With this in mind, your way forward should be clear. You need killer content and shiny CTAs for your site and social media.
It’s how you reach your target market in the 21st century, which can seem like a tough challenge.
But it doesn’t have to be.
Not if you work with the McKinnon Group, which handles every aspect of your content marketing. From content creation to crafting compelling CTAs, marketing strategy, and search engine optimization.
You name it, the McKinnon Group takes care of it. And with proven results and decades of experience as well.
Start getting your custom content at scale today by working with the McKinnon Group. Find out why it’s the best content marketing decision you can make.