by Amy Olivieri, Regional Development Director, Constant Contact
If you have children, then you know how important it is to give them clear directions about what to do. They may know they have clothes to wear or that there’s food on the table, but until the parent says, “Put on your shirt,” or “Eat your broccoli,” those things will just sit there untouched.
Similarly, your customers, clients, and supporters need a little nudging if you want them to take action — specifically, if you want them to go from your email newsletter to social media. After all, it’s one thing to have a Facebook Page or a Twitter handle, for example, but if you don’t give people a reason to engage and interact with you there that complements your email marketing efforts, they may just pass you by.
On the most basic level, a good social call to action should tell people where to go, give them an easy way to get there (i.e.: a link), and most importantly, give them a reason to go there. It should be clear, simple, and easy to accomplish. The better your call to action is, the better and stronger the link between your email marketing and your social media presences will be.
Think back to your original goal for your campaign. What is your “dream ending?” Does your call to action encourage customers, clients, and supporters to act as you would like them to? For example, will they be compelled to:
- Learn more about your business, organization, offerings, or services
- Tell friends about you
- Share your content
- Read an article you wrote or published
- Write a review
- Marvel over your industry expertise
The more straightforward you are, the easier it will be for your audience to act. “What do you think of this topic? Share your thoughts on our Facebook Page.” “Have you ever experienced this situation? Tweet about it and mention our Twitter handle.” “Want to learn more? Visit my profile on LinkedIn.”
Give your supporters a reason to click from your emails to your Facebook Page, or to Twitter, or LinkedIn, and soon they’ll be interacting with you in multiple places.
