When creating content for social media there are three elements that contribute to the effectiveness of each post: the image, the text, and the call to action.
How to create posts your prospects will want to click on
1. Use a compelling image – It’s impressive how simply adding an image can impact the number of people who interact with your company on social media. According to Emarketer, Facebook posts with photos accounted for 87% of all interactions last year and Social Examiner states that tweets that included visuals got 150% more retweets than ones that didn’t. The evidence is clear. Pictures are worth 1000 words.
2. Write clear and concise text – Great pictures alone don’t get the job done. It’s also important to include an informative message that encourages potential fans to engage with you. Keep in mind your audience’s attention span is short and each platform has unique advantages and restraints. For example, Twitter’s strongest asset is it’s real time newsfeed. However Twitter only allows for 140 characters of text. Regardless of the platform, the goal is to be concise while clearly communicating your thoughts.
3. The Call to action – Lastly, each post should contain one clear call to action. Before you craft your next update, be sure you know why you are doing so and how you would like your prospective customers to respond. I recommend including a link to your website, music video, or even an album’s sale page so they can make a purchase from you online.
Case Study—Analyzing Your Results with Intention
Let’s look at some real numbers on a post from Latrese’s page.
The analytics reveal that 4,578 people were exposed to this boosted post. Of those 4,578 individuals, 328 endorsed the post basically saying to their friends, “Check this song out; it’s awesome!” Considering that 4,578 people saw this post and 328 took action, one can see that this particular update had a 7.1% engagement rate1. Even better 145 of the people who liked, commented or shared the post also clicked the YouTube link and watched the video. Considering that 4,578 people saw the post and 145 watched the video this post had a 3.1% conversion rate2.
To give some real value to this illustration, if Latrese spent $20 to boost this post then she is basically paying $0.14 per person for the chance to win new fans worldwide ($20 divided by 145 people that watched the video). This ratio is the ROI3 she receives from her social media program. Assuming Latrese gets these results consistently, she can now run calculations to see how much of a social media budget she needs to reach her marketing goal for her music video.
1Engagement Rate - The percentage of people who saw a post that liked, shared, clicked or commented on it.
2Conversion Rate - The percentage of visitors who take the desired action.
3Return on Investment - A profitability measure that evaluates the performance of a business by dividing net profit by net worth.
Definitions from Entrepreneur Small Business Encyclopedia