Almost everything on the internet regarding social media marketing emphasizes the importance of a call-to-action. To such an extent that they encourage it to be in every single post. There are also online resources that show different ways how to incorporate a call-to-action.
A call-to-action is a marketing device that tells readers to do something. It’s usually the last line of a post and has one too many exclamation marks. It urges the reader to engage with the content in hopes that they will convert to a follower, subscriber, or loyal customer.
It’s definitely useful to include a call-to-action when promoting your brand or increasing engagement on social media. But like everything in life, it’s only good in moderation.
Here are a few problems with using a call-to-action on every single post, and what you can do instead:
Problem #1: Ads are EVERYWHERE
Everywhere we look, someone’s trying to promote something to us. You’re driving to work and see billboard campaigns at every intersection. You like a cool pair of jeans on Instagram and the next day you see a banner ad of those same jeans on the web!
You have to put yourself in the consumers’ shoes, and they eventually know that another ad is on its way to them. Guess what all those ads have in common? A call-to-action. So the next time they see similar language on a post, they will most likely scroll past.
Solution: Focus on what you’re promoting instead of the promotion itself.
Let’s say you own a denim brand and want to increase sales by offering 20% off the entire collection. Instead of pushing readers to buy your products through a call-to-action on your posts, show us the value of the product and why your brand is better than its competitors. Is it a sustainable brand? Do you partner with any non-profits? Do you offer plus-sizes? Focusing on the qualities of the product and the overall brand will do a better job in attracting loyal customers than a simple tagline that says “hurry, buy now!”.
Problem #2: Everything is Urgent!!!!!
In addition to excessive amounts of ads, every post is urgent. A direct call-to-action almost always carries an exclamation mark (or two, or three). This gives a sense of urgency to the reader so that they can engage quickly. But this then presents a false sense of urgency. Deep down they know it’s not that urgent.
With our ability to instantly search online, users are more knowledgeable now more than ever! There are sites solely dedicated to comparing the pros and cons of different products and services. And reviews can either make or break how a user engages with that content. In which an exclamation point won’t be able to save.
Solution: keep calm and carry on, period.
When it comes to writing copy, the tone of the content is often overlooked. We’re used to reading content with an exciting, upbeat tone which eventually becomes the norm for social media copywriting. Instead, try writing with a more casual tone. In order for readers to engage, your copy needs to be conversational and approachable.
Problem #3: It’s All a Numbers Game . . .
There’s nothing wrong with wanting to increase the number of likes, followers, user reach on your posts. After all, that’s within the nature of social media. However, it becomes an issue when the focus is placed only on the number itself and not the users behind that number. More followers don’t automatically guarantee strong engagement.
The truth is, engagement will never be guaranteed. You always have to think about your audience and take their needs into consideration. And the excessive use of a call-to-action has become a 1-step guide that falsely guarantees engagement without keeping the users in mind.
Solution: Go Back to Basics
Instead of trying different gimmicks to up the number of clicks, go back to square one. There’s a reason why you decided to start your blog or open your business. Establish a target audience and work towards your niche. Then, spend your energy in creating sharable content that caters to that audience. Whether your engagement grows 10% or 100%, part of the goal is to retain what you already have.
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Mehrnaz Sokhansanj
http://mehrnazthewriter.com/