Calls to action are important, and, chances are you use them frequently whether you’re aware of it or not. You post information online and expect a certain response from your readers – members, potential members and so on.
But, are you taking the steps necessary (inside AND outside your community) to make sure those actions and responses actually happen? Do you understand the importance of a targeted call to action? If not (or even if you do), let’s refresh.
Call to Action…the Basics
While it might seem obvious to you, the community manager or author of the content you’re posting, the action you expect your members to take might not be as obvious to them. They might love the articles you share, the events you post and other content, but they might not be sure what you want them to do with it. Is it to read and move on? To remember for a future date? OR is there something more…active…you’re hoping to achieve?
Put simply, a call to action lets the recipient of your message know what you want them to do with the message you’ve shared. (Thanks Jeff Russell at the Membership Marketing Blog for this simple definition!).
Examples of calls to action include:
- “fill out this form…”
- “click here…”
- “Call this number today…”
- “Like our Facebook page…”
- “Respond by…”
And any other number of actions that are specific and detailed yet simple.
Why Calls to Action Matter
You’ve crafted the messages you share inside and outside of your community for a reason. You are looking to increase attention, to achieve a certain goal, to increase visibility or something else. You aren’t just throwing it out there for your community to enjoy (though that may be a part of it). You want your content and messaging to work FOR you…not just as icing on top of the proverbial cake!
To encourage action, you’ve got to light the fire. Your call to action is the spark.
When to Use Your Call to Action for Your Association
So…as a community or association manager…when do you use your call to action?
The simple answer is: every single time you post something that means something to you.
If you want to build momentum or excitement within your community: use a call to action.
If you want to increase engagement and start conversations: use a call to action.
If you want to drive new members into your association: use a call to action.
Any time you “hope” your members will do something specific after interacting with your message, there should be a clear, simple, easy-to-follow call to action.
Simple. Clear cut. It doesn’t get easier than this.
This Doesn’t Have to Be a Game Changer
Calls to action are nothing new, crazy or difficult. They are, however, a quick change to your member marketing approach that could pay off in big ways.
Your membership community, your Social HubSite is designed to connect with members, to engage those members, and to increase the overall effectiveness of your association. This means that it’s not a one-sided conversation. It’s not a “throw content out there and hope something happens” marketing delusion. It’s an effective way to manage relationships and to incite actions.
But, it all starts with your call to action. If you’re ready to change the way your members interact online, consider what you ask of them, how you guide them through the content you share…consider your use of calls to action and make a few changes today!
Questions? Let’s chat! Ready to take your association to the next level? It all starts with Social HubSite…schedule a live demo today! (notice that subtle…yet effective call to action? 🙂 )