Is your content inspiring people to take action?

The whole point of a content strategy is to drive business results.

Visibility, Credibility, Connection, Trust ---> Client or Referral

One of the biggest mistakes I see is too many people ask for too big a leap. If someone doesn't know you, are they going to sign up for a course, a consultation, a webinar? They might. Are they your ideal client? Maybe not.

Business is best with WARM relationships. That takes time and incremental leaps through the buyer journey.

A trend I have been observing on LinkedIn for several months is using a "signature" CTA (Call to Action) at the bottom of every post.

Some are simple. Some are more comprehensive. The following image is an example of a simple one.

1) Follow me on LinkedIn (ring the bell)

2) Share in the comments if this landed with you.

Link to the entire post below

What is the benefit?

It is a small ask. "Watch my content and see if we share values."

Only 1 - 3% of your network actually needs you at any given time.

My network is around 8,000 connections on LinkedIn. 3% is 240. This also assumes that 240 people are active on LinkedIn and they've been watching my content.

If you network is 500 then, 3% is 15 people. Another case for building your network.

Current Marketing and Sales research says in the post pandemic world it takes 12 - 22 touches with a prospect before they are interested in doing business with you.

MOST of those touches need to be Digital. Your website, LinkedIn, YouTube, email marketing, IG...

Asking people to make too big a leap, too soon can repel them forever.

Here are a few more examples of this post signature CTA -

Link for Bruce's post

Link for Cameo's post

Pros & Cons

I am very partial to emojis. Huge bias. And psychology backs that up. We are extremely lazy readers. 8 second attention span.

Our eyes are drawn to color. "Oh, something different!" If it helps our brain relate to the content - Big Win. Bruce is good with emojis. He is symbolizing growth and attraction. Great use of color.

He really isn't using a CTA. You've just read his content. He's reminding who he is and how he can help, now that you've read his whole post.

He's provoking thought.

Cameo is using a CTA. Go to her profile and ring the bell to receive more great tips.

She also reminds you who she is, what she does, and who she serves.

The whole reason to include this type of signature is for engagement. Relationship building. That incremental step I was talking about.

We need to make the most of our content strategies.

Questions are engaging. They make you think. Is this for me or no? Brevity is fabulous. Don't expect too much from busy professionals.

Honestly! What is your behavior on LinkedIn?

Do you read the entire post?

Do you take action?

Are you paying attention? What are you paying attention to?

Link to Adrian's post below

Find your own groove

Adrian's signature is short, includes color, asks a question, invites engagement to the post itself, and includes a CTA.

He also separates his signature from the rest of the post. Easy to find. The brain says, "here is something different" and pays attention.

Am I using this trend?

Not yet. Are you?

What are some of the best practices?

1. Use color if that's your thing and it's industry appropriate. Don't over use it.

2. Be brief. Keep your expectations low about how much people will read and get straight to what you want them to do next.

3. White space, white space, white space. No one reads big blocks of text.

4. Give some very critical thought to the CTA. What will drive business results for you? What are they likely to find value in and say yes to? Make it a small ask.

5. Separate the signature from the rest of the post. Make it easy to find if they skip down to the bottom of the post.

6. Don't overuse it. Only include it on posts that are big value add to potential clients. Do use it when you talk about client success stories, tips and examples, and other valuable content.

7. Be friendly and engaging. Ask questions. Invite engagement.

I have shared some of the more "mature" professional examples. 60% of LinkedIn's membership is age 25 - 34. They use this trend in a much different way.

Have you seen anyone in your network use a post signature?

And I'm really curious, would you ever read a post this long? If you've heard of "Bro-etry" this is a fine example.

LinkedIn consultants have been teaching this method for a long while. It begs "Dwell time." It takes so long to keep scrolling to read the thing, you end up spending a lot of time there. It favors the algorithms.

Generally, you read the whole thing and there isn't a point. No value. But they get a lot of algorithm support. Most people detest it.

Use of LinkedIn is very different between the different generations and professional levels. Add in the differing industries and the variety is great.

Be mindful of what your ideal audience might respond to.

Trends come and go.

Providing value, making it easy to connect, building relationship, taking prospects on an incremental journey - that is useful, whatever it looks like.

If you are using this trend, send me a link to your post. I'd love to see it! And, most importantly, I'd love to know what results you are getting. More followers? More connections? More comments? More conversations?

until next time...

Angela

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