A powerful social media audience is not necessarily a large audience. A powerful social media audience that is worth something to your business, is fans and followers who listen.
In other words, an audience who follows your calls to action that you include in your social media post.
So good social media digital marketing and an effective social media post is to know the secrets behind making your social media target audience take action.
A call-to-action is simply an instruction or directive intended to induce your social media target audience to perform a certain act. In social media digital marketing, a call to action is used to move people to difference stages of your sales funnel. It can be from clicking a link, to watching a video, to submitting their contact details, etc…
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The first step to getting your social media target audience to take action is knowing your audience well. In other words, knowing their demographics (age, gender and location) as well as their psychographics (their interests, their values, their fears, their aspirations, etc…).
With, social media marketing and advertising campaigns, the better understanding you have of your social media audience, the more you’ll be able to craft messages that speak directly to them and that interests them.
For example, if you know your audience is male golf professionals who train for tournaments and their main interests is improving their performance so they can win tournaments, then what you say to them and how you address them will be completely different to how you address women who play golf as a hobby and are only interested in improving their game for personal reasons.
When creating social media marketing and advertising campaigns and to have a better understanding of your audience you can analyse your audience thanks to the different tools available.
On Facebook for example, if you click on “insights” and then click on “people” you’ll be able to have a better understanding of who your audience really is. You can do the same on Twitter when you click on “analytics” and then “audiences”.
The second step is writing a clear call to action in your social media post. It’s not enough to just add a link and assume people will click on it and it’s not enough to ask a question and assume people will answer it.
You have to make clear statements such as “click on the link here” or “enter your question in the comments section below”. And always add straight after your call to action a benefit to entice your audience to follow your call to action. A benefit can be anything from offering a free offer, to the opportunity to enter a prize draw.
For example, if your call-to-action is a link where you want people to subscribe to your email newsletter, your call to action could be “click this link to get access to my 30 fat loss recipes for free”.
Calls to action that include an element of scarcity also tend to perform better than standard calls to action. So you could also add that it’s only available for free for a few days for example before returning to their original price.
The third way to ensure your audience follows your calls to action in your social media marketing campaign is by earning their trust respect. When you’ve earned the respect of your audience, chances are they will want to follow your calls to action.
But in order to earn the trust and respect of your social media audience, you need to provide more value than most people do. Value on social media comes in the form of quality content relevant to them and that educates and inspires people.
If you follow the 80/20 rule, where 80% of your social media updates are good quality information videos, blog posts, articles and images and a maximum of 20% of your updates are promotional, you will earn that trust and respect in time.
The fourth way to ensure your audience follows your calls to action in your social media marketing campaign is to ensure you are consistent. On social media, you can’t leave your account dormant for too long and then publish an update when you want something from your audience.
Good social media digital marketing is daily social media marketing. In other words, you stay in touch with your audience at least once a day, by publishing at least one update a day and responding to comments and questions from people within 24 hours.
If you don’t, then you won’t be front of mind and getting your audience to follow your calls to action will be almost impossible. So commit to reaching out to your audience on social media at least once a day and be consistent.
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The fifth way to ensure your audience follows your calls to action in your social media marketing campaign is by limiting people’s choices. When you give people too many choices, chances are they won’t make any decision.
This is why you don’t want to clutter your social media post with confusing calls to action because if something comes across as too difficult, too time consuming or too confusing, your request will be ignored. For example, if you want people to answer a question, make sure the answer is one they can give in a fast and easy way.
For example, if you’re a fitness coach, your question could be “what is your number 1 challenge when it comes to losing weight?” instead of asking them to describe a bad experience they’ve had with weight loss because this requires them to think of one, then organise their thoughts and write them which can put people off from doing it.
Lastly, to ensure your audience follows your calls to action in your social media marketing and advertising campaigns, don’t rely on just the same message. Instead, test a few posts with the same call to action to see what angle gets you the best results.
Most people, every time they want their audience to do something, they’ll simply use the same social media post over and over again to do so. Instead, try testing different angles to get you the same outcome.
You might find that when you tell a personal story gets you better results than when you share testimonials from people. Or you might find that when you publish a video instead of a standard text social media post people are more responsive. So test different posts when including a call to action.
If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.
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About the Author
Corinna Essa is known internationally as the go-to person when it comes to social media marketing.
Corinna owns a social media marketing company helping businesses around the world leverage the power of social media without doing any of the legwork. Her company has been featured in many media outlets including Sky Business news, Working Women magazine, Ymagazine, Tasmanian Times, Channel 7 and 101fm.
Corinna is also the author of 2 bestselling books “Money On Demand – The 16 Fastest Ways to Becoming a Millionaire Online” and “Reach: The SECRETS to converting your social media audience into your network marketing downline fast”
Hi Corinna, One thing I must say that I have read your article and that video. I just love that video and it is very much informative and I can understand everything very easily from that video. Thanks for the help
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