Why call to actions are important on paid social posts

What’s a CTA and why you should use one if you boost your posts on Facebook?

I try not to use too much marketing jargon when I write, but there really are a few things that are just to long to type repetitively, call to action being one of them. call-to-action

A call to action or CTA for short, is what you want your fans and followers to do as a result of your post on social media. You can have a number of call to action responses including; liking your post, commenting on your post or sharing your post. These are the three basic CTA’s that you should aim to receive at least one of from each fan that sees your post.

The kinds of CTA’s you want your fans to do if you pay for your posts on social should be much more significant. As they say you need to spend money to make money. If you’re going to pay to get your product out there, you want a dollar value in return. These kinds of CTA’s should include; watching a video from your YouTube channel (which you may earn money from ads), going to your website to purchase some merchandise, visiting your bandcamp page to buy a new release or posting tour dates with a link to the ticketing company to purchase concert tickets. 

Paying for ads on Facebook can be a matter of trial and error, but it doesn’t have to cost a fortune. You could just start with boosting an engaging post to people who are already your fans to make sure they can see your content.

Think about what you want to boost, are you releasing a new album? Maybe it might be best to try boosting your post to your fans and their (like-minded) friends. It has been discussed that people are more likely to do/buy something if they know their friend endorses it.

Selling tickets to a show in a city you’ve never been to? This is where much more targeted advertising will come in handy. Be very specific to get the best value for money. Click on ‘People you choose through targeting’. It will bring up a box where you can get quite specific. I have created an example for you below. Change the location to cities, and add in a radius. Start typing in the name of the city you’re selling tickets for. Add in an age bracket for your post. If it’s an all ages show make sure you lower the age, and if its 18+ make sure you change the higher age to represent your fan base. You can choose to target a specific gender, i’ve left mine as all in this example. Then add in interests, here you can include bands you sound like to get your post out there to new people who might like your music, or those who know you but don’t follow you on social. Feel free to be as specific as possible, really put your money to work.

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Once you’ve saved this information you can add in how much you want to spend over a specific amount of time and it will show you how many people your post could reach with the amount you’ve chosen. Now the keyword here is COULD. I could pay $4 and 1,900 people could see it, or i could pay $4 and 5,100 people could see it.

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This is why a good CTA is important, you are paying for these people to see your post, but what have you done to make it engaging enough for them to actually click on it?

Also, keep in mind that if you use images in your paid post that it must have less than 20% text on it, or they won’t approve it. Also note that if you are running competitions or giving something away that rules also apply. Here’s a great infographic to see if your Facebook competition/giveaway is legal.

How to write different content for each platform

How do you cross promote one piece of content to various channels?

I am a firm believer of not sharing the same content to each platform. When I say this i specifically mean word for word. You can share one piece of content to each platform by changing it up a little for each social account.

How do you do this?lightbulb_icon

Here are some thoughts around how you could release an announcement for tour dates for each platform. It may take some time and effort to do it this way, rather than writing something once and publishing it to every single platform, but that’s boring and lazy. You can still be efficient by using a program like buffer to schedule posts, and by doing it in advance you can save yourself some time.

How to cross promote your tour:

Website: Update your home page with a new banner or call to action to get people to click on your tour announcement. Your website is the place where you can keep the announcement simple and informative. Include the dates, cities and where fans can buy tickets. In the announcement link a call to action to your blog.

Blog post: Don’t just announce the dates and cities and leave it at that, make it a piece of engaging content for your fans to read about, make it an actual blog. Have you been to these cities before, have you played at these venues, are there any tourist attractions the band is looking forward to seeing. Ask you fans if they have any recommendations for restaurants or sights to see in the areas.

press-releases

Press release for websites: Check out this article on how to write a press release for an event and give it a go! Send this out to various online websites and music magazines with a professional photo and ask if they can write about your shows.

Facebook: There are so many possibilities for Facebook so get creative! The first thing is to create an awesome cover photo with your tour dates and updating your call to action to ‘book now’ with a link to your website to buy tickets. Facebook is a perfect place to share visual content so it would be good to share your youtube video here (see below). Another great use of Facebook could be to create polls to ask fans what songs they want to hear – maybe the winning song will be the song you close your sets with. You could also share your blog on Facebook and ask fans to give you tips about the cities you’re visiting. Fans like to feel involved with the band, so let them get involved. Ask them questions, give them reasons to comment on your posts. Share your live photos and thank you’s for attending the shows.

Twitter: This is also a good place to share thank you’s to fans attending the shows. It’s also a great place to post live reviews or retweet any photos that were taken by fans. If you retweet fan comments and photos from your shows you might just encourage more fans to do this. Anthrax are great at retweeting fan photos and tweets. They even retweeted my photos I took on my phone at a show in Amsterdam. A retweet from the band makes fans feel important and will encourage them to promote the band to their friends and followers.

YouTube: If you have the skills, create a short 20-30 teaser on Youtube. This could feature one of your songs, some live footage from previous shows and the dates you will be playing. This teaser would also be great to share on other social platforms. If you aren’t skilled at editing videos consider asking someone to record you band announcing the tour, or even doing something like a stop-motion video. You can do both of these on your phone if you don’t have access to expensive equipment.

Instagram: Use Instagram for tour merchandise teasers. Share hints of what your merch is going to look like, ramp up some hype and excitement in your fans. Ask them to tag photos of them selves wearing merch that they own. You could even give them an incentive to win something or even receive a free sticker when they show their tagged photo at the merchandise stand.

Consider using Instagram as your only photo platform during the tour for behind the scenes shots. Make sure you tell your fans on Facebook and twitter that if they want to see exclusive tour photos that they should follow you on Instagram. You can share the live shots and on stage photos on Facebook.