Through many tests, we have learned that it is critical to give people a reason to click. If we want visitors to contact us or add a product to the cart, we have to provide them with valuable information upfront. Positive and benefit-oriented calls-to-action, for example …
- “Get your free trial”
- “Secure checkout”
Tend to perform better than simple and command-oriented calls-to-action, for example …
- “Click here”
Almost all of the time. (I say “almost all of the time,” because there are always exceptions to the rule.)
Are your social media calls-to-action benefit oriented?
The same logic should apply to social links on our websites. It’s true, social media logos can be placed anywhere on the site and people will, for the most part, know what they are for. But, try to put yourself in the shoes of your customer for a moment, look at your social media buttons and ask yourself these three questions:
- Will they know why specifically they should follow or like you?
- What if they knew upfront what you offer?
- Would you gather more relevant fans/followers?
What is the value proposition of your social media channels?
If growing your social media following is an important company goal, I think it critical to test social media calls-to-action.
By doing so, you would have to necessarily go through the exercise of defining a specific purpose for each of your social media channels.
As a bonus, this kind of testing will help you identify what connects better with your target group. In result, you will be testing the value proposition of your social media channels. To help give you some ideas for your next test, here are some examples …
Have you tested your social media links? Let us know what has worked for you in the comments section of this blog post.