The purpose of a local business’ activity on social media platforms is to elicit specific behavior on the part of current and potential customers. However, unless an organization takes the following steps and creates an effective call to action in its social media activities, the local business may not be getting the desired results from its actions.
Use effective, action oriented language in your call to action. The volume of information we filter through on any given day is staggering. Often we skim information and skip large chunks of text. In general, fans of your local business are likely to be generally compliant with your request to take action if they understand what you’re asking them to do. Clear language expressing the action you’d like social media readers or fans to take is vital. Therefore, use an action oriented verb to begin your request, and make your request as clear and concise as possible. Any confusion on the part of your readers will often lead to inaction on their part.
Stay away from overly technical terms or industry jargon. This suggestion goes hand in hand with the recommendation above. Although many of your social media followers may be familiar with any terms which are specific to your business, a call to action should be as inclusive as possible and therefore, it’s best to avoid these types of terms. If it is absolutely necessary to use a term which may not be familiar to all your followers, at the very least, explain it in a footnote.
Articulate what those who take action will receive. Often supporters of your local business will take action on your behalf without a “reward.” However, it is fairly common for an organization to show its appreciation and further build a relationship with its fan base by providing a discount, information, etc… This reward can provide positive publicity as well, but only if those reading the call to action understand and can value what you’re offering. Therefore, it’s important to also be clear and concise in this aspect of your call to action. As a side note, it’s good to keep in mind, if the item being offered is seen as particularly valuable to your social media readers/followers, you may get a significant response. Obviously this is a great outcome, but if you’re local business is not adequately prepared, a positive situation can turn negative if you’re unable to respond in a timely way to the demand for the item you’re offering.
If you’re interested in more information on this topic, check out The Business Journal’s How to Create Social-Media Calls to Action That Work and HubSpot’s How to Write Call-to-Action Copy That Gets Visitors Clicking.
Chris Marentis, founder and CEO of local internet marketing company, Surefire Social, leverages the internet to generate leads and boost local businesses across North America.