It’s common for businesses and brands to add a call to action on their advertising collateral in hopes of driving traffic to their social media and digital properties. By doing this, you can raise awareness and bolster the growth of your communities, which will mean there are more people to view your content, interact and engage with, and amplify your brand’s story to others.

If you’ve ever included, ‘Like us on Facebook’, or, ‘Follow us on Twitter’, on any of your advertising collateral, you could be missing an opportunity to achieve better results.

Telling consumers to ‘Like’ or ‘Follow’ you is akin to saying ‘buy my product’. If the only thing you communicated in your advertising was a message that essentially said, ‘buy this’, nobody would. Consumers need to have a compelling reason to make a purchase decision, and they might even be put off by your boldness if you fail to give them any supporting information. The same goes for a social media call to action.

In your call to action, give people a reason to check out your business or brand on Facebook, Twitter, Google+, Pinterest, LinkedIn, or blog, such as:

  • Like us on Facebook to learn about how you can save on insurance.
  • Follow us on Twitter to find out how to get the most out of your smart phone.
  • Follow us on LinkedIn to check out our latest job postings.
  • Subscribe to our YouTube channel for weekly fashion tips.
  • Check out our blog to learn everything you need to know about mortgages.
  • Follow us on Pinterest for home renovation inspiration.
  • Follow us on Google+ to ask the pros how you can be a better hockey player.

Making this small adjustment to your call to action can yield fantastic results. By giving people a reason to follow, interact or engage with you on your social media and digital properties, you can experience many benefits including attracting a more relevant consumer group, decreased community churn (unlikes, unfollows, etc), increase your conversion rates, and increase interaction, engagement and amplification rates.

The next time you’re producing advertising collateral, remember to include a relevant and compelling call to action, giving consumers a solid reason to check out your social media properties, instead of a shallow plea.

How do you drive traffic to your social and digital marketing channels with advertising collateral?

If so, have you had success doing this?

Let me know in the comments or on Twitter @RGBSocial

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Advertising, Social Media Marketing


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