Here’s a scenario. You’ve spent hours perfecting the right blog post and shared it over all your brand’s social media networks. The likes and comments come in – but your sales remain the same and there’s not even a promising number of clicks. Sound familiar? There’s a good chance your content is missing an effective call to action.
Small Business Trends reports 70% of small businesses lack a call to action on their website, let alone their social media content. Not using a call to action is letting an opportunity slip away. Think about how many sales you could have if even a fraction of your readers took action!
Even if you are using calls to action, they might not be the right ones. Clichéd, over-used phrases such as “Buy now” are not going to get anyone excited about your product who wasn’t before. Your call to action should be as well thought out as the rest of your content.
How to create effective calls to action
Make it personal: A cold prospect is not going to be as far along in the sales process as a current client. Therefore, you must make sure your call to action is targeted around what action you want a specific person to take. Maybe you just want your prospect to sign up for a free trial, while you want a current client to try out a new product. Hubspot reports this kind of targeting is 42% more effective.
Create Urgency: Don’t give your consumer a chance to brush off your offer and come back later. A sense of time is more compelling and more likely to convert. Language like “today only” and “limited time offer” is going to be stronger than “sale going on now.”
Incorporate images: Since images are more attention grabbing, it only makes sense to include them with calls to action. This could be done multiple ways, whether it’s on your social media cover photos, or used at the end of a blog post. People aren’t going to even consider your call to action if they don’t notice it.
Free trial: Everybody likes free! If your content is compelling, trying it out seems like the next logical step. Free is less of a risk for your consumer. This is going to work best for software and other similar businesses that sell something intended for long-term use.
Make the benefit clear: Internet users are bombarded by messaging every time they log on. You’re fighting for their attention, time, and money. They’re not going to know why they should care about your product or service – you have to tell them. It might not be the actual button or link, but you should mention this benefit statement in the copy – maybe it’s the expertise you’re bringing or the value of a service that’s on sale.
Now it’s YOUR turn to take action and review your messaging on social media. Don’t let your hard work creating quality content be for nothing. Include personalized, carefully worded calls to actions and watch your conversions rise.
Jonathon Ohayon is the COO of Brilliance.com and has been managing companies and motivating people since the 6th grade. As a proven business leader and gemologist, he is uniquely skilled in navigating the ever changing e-commerce landscape. When he is not answering emails into the wee hours of the night, he can be found spending time with his wife and three children.