In order to post with purpose, every one you create should include a Call-to-Action (CTA). As a CTA is designed to prompt an immediate response or sale (the #1 goal of a digital marketer), it’s easy to see why they’re necessary. Read on to learn CTA best practices in social media marketing, such as how to decide what’s ideal for your objective and the best way to add them in social media posts.
1. Decide on your goal & how to achieve it
Interested in learning more about the best digital marketing practices?
In tourism, your goal will typically be to inspire travel, spur discovery, convert overnight stays, or encourage purchases or registrations. As a result, most of the time, linking to a webpage will help achieve this goal. In some cases, your goal may be some kind of social media benefit, such as a comment on a photo or page like (see #6 for more).
For instance, if you wanted to share the love from your newsletter…
2. The Link
If a link is the way to go, determining the right one is vital. The link should extend the story to your website or other resources, and always provide additional value to the user – whether it be in the form of information, media, or conversion options.
Hierarchy of links:
1: Related blog post, itinerary, or conversion page
2: Opportune Deal or Package
3: Related Category of Listings
4: Relevant Region
5: Nearby Lodgings
6: Newsletter Sign-up
7: The Listing
3. Shorten the Link
Shortening a CTA’s link is an absolute must! A shortened link doesn’t take up as much space, makes the post easier to read, and overall, appears cleaner. The user also will see the extra bit of effort you put in to making the post easily accessible for them.
Not sure where to start? Try out some free link shorteners, like Bit.ly and TinyURL. When you use shorteners, be sure to include UTM codes to ensure the referral is tracked properly!
4. White Space
One of the easiest aspects that most people neglect is white space. By using a full, blank space, readers eyes will hone in on the CTA as the main message of post. This separates the Call-to-Action and lends it added significance.
5. Directional Language
Finally, we’ve reached the “Call-To-Action” itself. A CTAs is a phrase like “Learn more about”, “Sign up for free”, and “Find deals here”, all followed by a link. Be sure to include a preview in directional language, such as “Click here for more stunning photos of our attraction: bit.ly!”
6. Comment, Like, Share
If your goal is to benefit a social media post, be sure to tell the user exactly what to do. Have you noticed how the top YouTubers all say “subscribe and turn on notifications”? The proof is in the pudding! For example, if you want more replies, write something along the lines of, “What’s your favorite way to celebrate *post topic*? Reply to our tweet!”
Note: Avoid “Engagement Baiting” on Facebook, and try to create authentic, back-and-forth conversions.
Follow these steps to craft CTAs that users will act on! Feel free to reach out to us if you have any questions on social media marketing or any other topic, and subscribe to our newsletter to get more helpful tips!