Social media marketing is challenging because it’s not just marketing. It’s marketing and relationship.
If you’re like many marketers, you struggle to be relational yet still get results.
The key? Know when and how to include a call to action.
Create low-pressure calls to action
In my opinion, not every post needs a traditional call to action. But if you share information that’s actionable, you need to tell people what to do with it.
One simple method is to include a link. People understand that you’re asking them to click on it, so your call to action is implied.
Remember, though, you might need to include a comment that encourages people to respond. For instance, you might say, “Here’s a fast read that’s packed with tips.” You generate curiosity and overcome resistance because of time.
Talk like a friend
Friends don’t just talk. They listen.
For example, let’s say you’re preparing for an HR presentation but aren’t sure about what you want to talk about. Ask your followers, “Which would you rather hear about: hiring disasters and how to avoid them, or tips on recordkeeping? If you have any war stories you want to share, I’m all ears!”
Notice the friendly tone, the invitation to share, and the promise to respond. People are more likely to respond to friends’ requests, especially if they’re phrased in a way that feels conversational and fun.
The action you want may be engagement
If you ask a question, your desired action is an answer. If you post a picture, your desired action is a view (and maybe a comment or two).
In short, sometimes you aren’t driving action in the usual marketing sense. You’re asking for interaction.
In social media, likes and comments are an action. Pay attention to the types of posts that get the most responses. Then post more of them.
Don’t always ask for a share or retweet
Several years ago, studies reported that you could get more shares or retweets if you asked for them. But speaking as a social media user, I’m less likely to share if you tell me to.
Maybe it worked at one time, but it’s a tactic that needs to be laid to rest. Too many people have misused this concept, phrasing their request in such a way that you feel guilty if you don’t share, manipulated if you do.
To me, it’s too pushy, so on principle, I won’t respond.
Besides, it’s important to realize that the number of shares or retweets is NOT the most important metric on your data sheet. If your content is shareable, it will get shared. Don’t try to manipulate engagement.
The key to successful social media marketing is engagement. You want to develop relationship first, so you can attract your ideal prospects. If that’s a challenge for you, contact me today. I can help you create a social media strategy that connects.
