Introduction
Choosing the Right CTA for Your Social Media Campaigns
Choosing the right Call-to-Action (CTA) within your social media posts is important for the success of your social media campaigns. A CTA prompts your followers to take a specific action—whether that’s signing up for your email list, accessing valuable resources, or simply engaging with your content.
In this article, I’ll explain the CTA options available within Co-Kinetic and how to select the best one for your campaign, as well as how to use them effectively to engage your audience.
Step 1: Understanding the Different CTA Options
Co-Kinetic provides six different CTA options when you're setting up your social media posts. Each serves a different purpose, so it’s important to choose the one that aligns with your campaign goals. Here are your options:
Link to the Email Lead Collection Page
This page is already built and hosted for you—ready to use without any extra effort! This option is ideal if your goal is to grow your email list, one of the most important marketing tasks. By directing followers to this sign-up page, you can easily capture leads and nurture them with follow-up content.Link to the Success Page
This page is also built and hosted for you, with all your advice leaflets branded with your logo and contact details. The success page provides access to all the advice leaflets from your campaign in one place, making it easy for your followers to get everything in a single click. Use this option when you want to offer immediate value without requiring an email sign-up.Link to an Individual Leaflet
If you want to focus on a specific topic, you can direct your audience to a single advice leaflet from your campaign. This is ideal when you’re highlighting one key piece of content (again, we host these leaflets for you).Link to an External URL
This option allows you to send followers to any external page of your choice—whether that’s a page on your website, a blog post, or an external resource.No Link at All (Informative Post)
Sometimes, the content itself is enough. If your goal is simply to educate or engage without directing your audience elsewhere, this is a good option. Focus on delivering value within the post itself.Book a Discovery Call
This CTA encourages readers to schedule a consultation with you to discuss their health concerns and how you can help. It’s ideal for turning engaged followers into clients.
Step 2: Why CTAs Matter for Your Campaign's Success
CTAs are essential in helping you move from educating and building trust with your audience to generating real-world results—whether that’s growing your client base or building an engaged community. A well-chosen CTA can:
Encourage immediate action, like signing up for your mailing list.
Provide direct access to valuable resources (like patient advice leaflets), building trust with your audience.
Guide your followers to learn more about specific topics that align with their needs.
By matching the right CTA to your campaign’s objective, you can create a seamless experience for your followers and improve your campaign’s overall success.
Step 3: How to Use CTAs Effectively
Follow the 9:1 Rule: A good approach to balance value and sales is to follow the 9:1 rule. For every 10 posts, aim for 9 to provide pure value (such as sharing information leaflets, success pages, or external URLs without asking for anything in return). These posts build trust and offer useful insights without pushing for a sale. The remaining 1 post can be more sales-driven, such as promoting an email lead collection page or encouraging readers to book a discovery call. This strategy ensures you maintain a relationship-building focus while still giving users opportunities to take the next step when they're ready.
Present a Mix of CTAs: On social media, you won't always know where each individual is in their journey. Your audience is diverse, and people are at different stages of their decision-making process. This means it's essential to present a variety of CTAs across your posts. Providing a blend of educational CTAs (like links to information leaflets or external resources) alongside occasional sales-driven CTAs maximises your chances of meeting your audience at the right point in their journey.
Create Opportunities, Not Targets: Social media isn’t about targeting individuals at specific points in their journey, as you don’t know who is reading your posts or what their exact needs are at that moment. Instead, focus on offering a range of opportunities that allow individuals to engage further if they feel ready. By sharing content that adds value (like informative leaflets or useful resources) and combining it with softer sales CTAs (like booking a call or signing up for an email list), you allow your audience to decide what their next step should be when the time is right.
Choose the Right CTA for the Post: While keeping the 9:1 rule in mind, select the most appropriate CTA based on the type of content you're sharing. For instance, use the Email Lead Collection Page CTA in a post that offers high-value resources that people can access by signing up. For general educational content, lean towards the Individual Leaflet CTA or Informative Post CTA to build trust and provide useful information.
Keep the Tone Consistent: Whether your CTA is value-based or more sales-driven, maintain a professional yet approachable tone. Social media users respond best to content that feels helpful and friendly rather than overly formal or pushy. Keeping your posts conversational and focused on the audience’s needs will help foster trust and engagement.
Step 4: How to Select the Right CTA for Your Campaign
When setting up a social media post in Co-Kinetic, you’ll first be prompted to choose a CTA. Our AI is specifically trained on your campaign, which includes access to the full text of all your campaign leaflets and a campaign context document. This context document outlines the common challenges faced by your patients, their pain points, and the key messages that resonate with them, all specific to the campaign in question.
Here’s how to select your CTA:
Navigate to the campaign you're working on and select the post you'd like to edit.
Under the CTA options, choose the one that best fits your goals. For example:
If you want to grow your email list, select "Link to the Email Lead Collection Page".
If you’re providing immediate value, choose "Link to the Success Page" or "Link to an Individual Leaflet".
Once you select your CTA, you can then click the Write for CTA button, and our system automatically tailors your post text to fit the chosen action. The AI will adapt the messaging to ensure a smooth and natural flow.
SPECIAL NOTE: The "Link to the Email Lead Collection Page" CTA is specifically designed to generate email leads and is written with the AIDA (Attention, Interest, Desire, Action) framework in mind. This makes it a powerful option for both organic social media posts and paid ads.
Step 5: What Happens After You Select a CTA
After you’ve chosen your CTA and clicked Write for CTA button, Co-Kinetic’s AI will rewrite the suggested social media post to align with your selection. The CTA will be integrated seamlessly into the post without changing its core message. You can still edit the post further if needed to suit your specific tone or goals.
For example:
If you selected the lead collection page, the post will be adjusted to highlight the value of signing up.
If you chose to link to a success page, the post will emphasise the benefit of accessing all campaign content in one place.
Conclusion
Selecting the right CTA is a critical part of your social media strategy. It allows you to turn educational, trust-building posts into real opportunities—whether that’s growing your email list or delivering valuable content to your followers. By following the 9:1 rule and offering a variety of CTAs, you ensure that your posts provide value while creating opportunities for your audience to take the next step when the time is right. Take the time to think about the purpose of your post and how a specific CTA can help you achieve your goals.