“CHECK OUT MY POST” “BUY MY NEW BOOK” “RETWEET MY CONTEST”
Do these cringe-worthy calls to action look familiar?
We thought so. This is what most Twitter feeds look like (I know ours does). Me, me, me...
There’s nothing more off-putting than a brand yelling at you on social media. Millions of businesses are demanding the attention of people on Facebook, Twitter and Instagram. So how do you break through the noise with authentic, contextualized calls to action?
Let your fans speak for you.
Stage 1: Capture Fan Praise
When you curate social content, you give your already-loyal fans a stage to rave on. You just sit back and watch as they sell you, for you.
Three steps to more social conversions:
- Collect social posts by fans about your brand, products or event
- Display this user-generated content on your website or mobile app
- Provide clear, compelling calls to action buttons on the best fan posts
Stage 2: Choose Your Call to Action
Whether you're a blogger, salesperson, event manager or store owner, you can use social content to convert more leads.
If you publish content (and you want views):
How to get social posts:
In the footer of every piece of content, encourage fans to submit a review by tweeting their thoughts and including your hashtag or username.
Where you display them:
Embed the best fan reviews on the homepage of your website or blog.
Your call to action:
“Read this story” buttons on select reviews, with a tracked link to your original post is guaranteed to increase views. Using a specific verb like “read” gets fans in the right mindset before landing on your content, and “this story” provides specificity that ties your call to action to the fan’s review.
If you own an e-store (and you want e-commerce sales):
Where you get social posts:
On your shipping packaging, include your hashtag or handle and compelling copy that explains they’ll receive 10% off their next purchase if they snap a picture of your product and post about it.
Where you display them:
Embed them into homepage of your website and in a product-specific widget on product information pages.
Your call to action:
“Get my look” is a personal call to action that allows your potential client to imagine themselves experiencing your product. Avoid spammy, overused words like “BUY NOW” and “PURCHASE” while implying that they intend to buy. Writing from their perspective makes clicking natural and non-confrontational.
If you own a physical store (and you want foot traffic):
Where you get social posts:
Promote your hashtag and handle on signage, product packaging and in displays throughout the store. Running an in-store contest where fans can win their favourite product if they snap a picture of it in-store and post about it to Instagram is a great way to fuel content fast.
Where you display them:
Display posts on your homepage of your website or mobile app, on product-specific pages and on large displays in your store.
Your call to action:
“Explore New Items” entices curiosity without pressuring fans to buy immediately. Direct your button to a summary page with many new products for them to peruse, and make sure the item in the fan post is included in your preview. Letting leads browse multiple items increases the chance that they see something they feel is worth visiting your store (or ordering online).
If you’re launching a product (and you want pre-sales):
Where you get social posts:
Encourage fans to post their excitement on Twitter and their “game faces” on Instagram. Include your hashtag in all advertising (especially “teaser posts”) about the product launch.
Where you display them:
On the homepage of your website and the page that will eventually be selling your product.
Your call to action:
“Preorder Now” creates the sense of urgency you need for a product launch. Everyone wants to be the first to own your new item, and giving them the impression that you’re going to run out of stock before you’ve even started selling is a guaranteed way to boost sales immediately and generate hype.
If you’re hosting an event (and you want ticket sales):
Where you get social posts:
Repurpose last year's fan content from the event and pair it with "sneak peek" posts of this year's planning from your team members.
Where you display them:
On the homepage of your website and the main screen of your native mobile app.
Your call to action:
"Secure my seat" creates a sense of urgency without the obnoxious, demanding "BUY TICKETS NOW". If your event is a concert with assigned seating, this is even more powerful because it infers that they might not get a great viewpoint if they wait.
Important takeaways for every industry:
- One positive fan post holds more power than your best sales pitch
- Calls to action must be specific, timely and personal
- Social content + call-to-action buttons = more conversions