As a social marketer, there are two overarching goals that you probably focus on:
1. Grow Engagement
2. Increase Site Traffic
Growing the metrics associated with these will most likely be high on your priority list, but there are so many sources telling you about different “right” ways to do things.
Actually, the psychology behind engagement is pretty basic.
A 2012 study by Hubspot demonstrated this by showing that Facebook posts including the word “Like” get more than twice as many likes as a post without “Like” in it (the same is true for “comment” and “share”). On Twitter, tweets that include “please retweet” receive 4x as many retweets as those that don’t (although full disclosure: These tweets also receive an immediate unfollow from users like me).
As long as you don’t overwhelm with these tactics or make them too blatant and aggressive, you can find solid success.
But what about driving site traffic? A tweet labeled “click here” looks like spam, and for the most part, I’ll ignore and unfollow. So you have to be more clever.
What do you want from me?
This seems simple, but if I’m your audience, what’s the path you’d like me to take? If your end goal is for me to purchase a product, you’ll most likely drive me to a different landing page than if you’d like me to subscribe to your blog. This is where you need to work closely with your content editor, web developer, or analyst to make sure your CTAs are inline with the way traffic flows on your site. Spend time in Google Analytics identifying the pages that convert best into the action you want me to take.
Where’s the fire?
There needs to be a sense of urgency around your CTAs. I follow 2,000 people on Twitter. If I’m your target audience, you’re competing against a constant stream of cascading tweets with links and CTAs trying to drive me to their respective sites. What makes yours different? I need a reason to click through. Something urgent. Headlines are everything. Tell me what I’m doing wrong, or what I should be doing better. Tell me what I’m missing out on. Read more about that here: Your Content Will FAIL Because its not Urgent. Okay, so it’s not a real link and that was a mean trick…but it proves my point.
What Worked and What Went Wrong?
No strategy is complete if you don’t measure success and use that insight to tweak your approach. What did you do right? What did you do wrong? What worked? Test everything. You can do this by using UTM codes and piecing everything together using Google Analytics, or with one of Simply Measured’s reports that allow you to tie your social activity directly to web traffic. The Twitter Traffic report shows you the complete funnel, from original tweet, all the way down to your identified goal completions. This can inform future decisions, language used in tweet copy, and the type of CTAs you use.
To find out how Simply Measured can help you make informed decisions about your social CTAs, request a FREE 14-day trial today:
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