Calls-to-Action: The Art of Persuasion in Social Media

Key Takeaways

• Call-to-actions (CTAs) are prompts that tell your audience what you want them to do next, which can stimulate business activity, are trackable, and can help achieve goals.
• To write effective CTAs, adapt for each platform, use action-oriented language, define a clear value proposition, keep the tone consistent, ditch the jargon, introduce your CTA, tap into emotion, make it easy for your reader, match CTA copy to the landing page, make it easy for people to contact you, test different CTAs, be loud, and use “you” and “your.”
• Effective CTAs are clear, concise, and relevant to your audience, and can move visitors from consuming your content to purchasing your product.

Imagine you’re at a party, chatting with someone interesting. The conversation flows, and you’re both having a great time. But then, out of nowhere, they turn to you and say, “Hey, can you lend me a hundred bucks?” Awkward, right?

That’s what it’s like when your social media posts lack a call-to-action (CTA). You’ve got your audience’s attention, but you’re not giving them a clear next step. As a result, they’re left wondering, “What do you want me to do?”

1. What Is a Call-to-Action?

A call-to-action (CTA) is a prompt that tells your audience what you want them to do next. It could be anything from subscribing to your email list to downloading an ebook to attending an event.

2. Why Should You Learn to Write Effective Calls-to-Action?

There are three main reasons why you should learn to write effective CTAs:

1. CTAs stimulate business activity. More activity online typically means more clicks, sales, and engagement.
2. CTAs are trackable. Changing a few words or the placement of your CTA can sometimes have a huge impact on your stats.
3. Even if you aren’t looking to capture specific data, CTAs can help you achieve a goal simply by asking the reader to take action.

3. 13 Tips for Writing Effective Social Media CTAs

Now that you know why CTAs are important, here are 13 tips for writing effective ones:

1. Adapt your CTAs for each platform. Different platforms have slightly different approaches to CTAs.
2. Use action-oriented language. Action verbs like discover, find, or explore can create a sense of urgency and compel visitors to take the desired action.
3. Define a clear value proposition. For a reader to take action, they need to see the value in doing so.
4. Keep the tone consistent. The tone of your message should be similar to the rest of your content.
5. Ditch the jargon. Clarity is key in your messaging.
6. Introduce your CTA. Write additional copy to introduce your CTA: this gives you the chance to provide context and spell out exactly what you want your reader to do and what they’ll get in return.
7. Tap into emotion. The fear of missing out (FOMO) can be a powerful motivator.
8. Make it easy for your reader. Studies show that humans have an attention span that rivals that of a goldfish.
9. Match your CTA copy to your landing page. When a reader clicks a CTA, it usually takes them to a landing page.
10. Make it easy for people to contact you. Phrases like “Contact us” show visitors that you’re open to communicating with them.
11. Test different CTAs. Remember, CTA performance is measurable.
12. Be loud. Your CTA should stand out in terms of clarity and visual presentation.
13. Use “you” and “your”. You’re asking your visitors to trust you and take your desired action: show them you care about them.

4. An Example of an Effective Call-to-Action: Amazon Prime

In addition to the button inviting you to try Prime at the top left of Amazon’s site, the Amazon Prime page is a hotbed of relevant and effective CTAs.

5. What’s Next?

A well-crafted call-to-action can move visitors from consuming your content to purchasing your product. That’s a major step in the effectiveness of your content.

Bonus: Remember, the best CTAs are clear, concise, and relevant to your audience. Keep these tips in mind, and you’ll be writing CTAs that convert like crazy.

Frequently Asked Questions:

What are some common mistakes people make when writing CTAs?

Some common mistakes people make when writing CTAs include using unclear or ambiguous language, not providing a clear value proposition, and making the CTA too difficult to follow.

How can I track the performance of my CTAs?

You can track the performance of your CTAs using analytics tools like Google Analytics. These tools can tell you how many people clicked on your CTA, what pages they visited after clicking, and how long they stayed on your site.

How often should I change my CTAs?

You should change your CTAs regularly to keep them fresh and relevant. A good rule of thumb is to change them every few months, or whenever you make significant changes to your website or marketing campaign.