Secrets To Writing A Compelling Call To Action (In 140-Characters Or Less)

Click here! Buy now! Vote or die! Consumers have heard it all when it comes to marketing messages, specifically when it comes to the call to action. Yet every good marketer knows that the anchor of any good email, post, landing page, etc. needs to be a click magnet. Below are a few secrets to activating your audience with only a brief moment of their attention.

The 1st secret to being a click magnet: Know Your Audience

Who are you trying to “click” with? Savvy millennials, stay at home moms, or young professionals? Where and when does your target audience engage? Who do they follow? Where do they shop? There is a wealth of social data that can provide you with answers.

Having a clearly defined audience will help you hone in on the best times and places for your messages to appear. Over time you will learn where and when your content gets the best response which can focus your engagement strategy and dramatically improve the accuracy of your audience targeting.

The 2nd secret to being a click magnet: Be Laser Focused

You are competing for attention in a cutthroat and viscous world… Social Media. A person literally absorbs hundreds of messages a day. When you earn that attention, you need to quickly capitalize. Here are some common characteristics of highly-focused calls to action:

– Clearly Identifiable Message
— The viewer should immediately know what you’re offering.
— Headlines, images, and logos are helpful for recognition.

– Active, Urgent Language
— You never get a second chance to make a first impression
— Users are unlikely to return to your page once they navigate away

– Limited Navigation Options
— Links from your content should be limited and lead to directly to your product/service/content page

Additional Conversion-Improving Tactics:
– Offer incentives, recognition, and rewards to convey more value to the end user.
– Offer exclusive content or promotions, something they can ONLY get by clicking.
– Setting clear expectations, let them know what they’re getting into.

The 3rd secret to being a click magnet: Stay Fresh

Social Media moves very quickly, new trends and fads emerge as quickly as they die-off. Having a timely post that leverages a trend on the way up can dramatically boost your content’s reach and earned media boost. On the other hand, being a late adopter can have the opposite effect and get low engagement due to a perception that you’re not current or “trying too hard.” Below we explore a few common demographic categories and the tactics that tend to be most effective:

2. Create a Mobile-Centric Influencer Campaign

From tweens to their grandparents, everyone is shopping from their mobile devices these days – a trend that is especially strong during the holiday season.

According to eBay Enterprise, Cyber Monday 2013 saw a massive 98 percent year-over-year increase in orders placed via mobile phone. Shoppers aren’t just using their phones as simple order-placing devices – they’re actively researching, comparing and searching for products while at home and in stores. In fact, eMarketer found that the majority of US smartphone owners – in all age groups – shop in-store with their phones.

Knowing that your audience will likely be viewing your marketing messages on their phones this holiday season, why not develop an influencer campaign that will grab their attention on the go?

The 3rd secret to being a click magnet: Stay Fresh

Social Media moves very quickly, new trends and fads emerge as quickly as they die-off. Having a timely post that leverages a trend on the way up can dramatically boost your content’s reach and earned media boost. On the other hand, being a late adopter can have the opposite effect and get low engagement due to a perception that you’re not current or “trying too hard.” Below we explore a few common demographic categories and the tactics that tend to be most effective:

Millennials (Ages 13-24)
To reach this fickle crowd, you’ll have to lure them in with something free. Studies show that the younger demographic responds more positively to free offers, most likely because they don’t have any money beyond what their parents give them. By offering a free sample or trial, you’re able to give them enough info so when their parents ask, “What does it even do?!” they can answer adequately. Also, they’re the ones most likely to call you out for not being authentic. Don’t use #YOLO unless your brand actually lives it. However, there are clever ways you can join the conversation by speaking their language.

Wholesome Moms
It’s a bit easier to reach moms, however it’s just a matter of positioning your brand in front of them. Incentives, discounts and deals appeal here as well, because women make 85% of household purchasing decisions. What works best for mom is explaining how you’re going to save them time, money or both. Just make sure you don’t patronize them, or convey them as these tired and frazzled old ladies. A great way to convey this would be, “Looking for back to school savings? Use this discount code for discounts on all your favorite brands!”

Young Professionals
This demo can be tricky, considering you have such a wide range of men and women with various cultural backgrounds. However, there are a few key factors that unite; student loan debt, dealing with career pressures, and not as much time for fun as before. The trick here is to keep it short and simple, and let them know it’s affordable. Appeal to their needs to save money and still look good, all while having fun, and you’re golden.

Strong calls to action require knowledge of your target audience, a focused message, and expert timing, but even the best content is only as effective as it’s reach. That’s where we come in. To learn more about how Adly can help you leverage influencers and celebrities to drive awareness, engagement, and conversions contact us at info@adly.com

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