Are you wondering why nobody is sharing your branded content or commenting on your posts on Facebook? Perhaps you haven't been using the right call-to-action to entice your followers. Whether you're a small business owner or a non-profit organization, it's a must to determine the value that calls-to-action can give to your social media initiatives. Furthermore, you can't maximize your content marketing strategies if you can't write an effective CTA to complement your content.

So where do you start? First you need to understand that crafting a call-to-action isn't a one-size-fits-all solution, every CTA should be custom-tailored for your target audience. A CTA for a multi-national brand might not work for a non-profit organisation and vice versa. It's a matter of determining the demographics of your target audience and what devices they're using to go online. But that's just icing on the cake, the bulk of your content coupled with an engaging set of CTAs will provide you with engagement you need to increase lead generation and improve online awareness.

Engagement is how you gauge the efficiency of your content marketing initiatives. When engagement levels are high then it means your CTAs are working in accordance to your target audience. If you're a non-profit organisation, you'd like to make potential supporters and donors to make a return visit to your website or your Facebook page.

Here are sample CTA questions that you can use to encourage engagement:

1.) Increase Signups

“Sign up for our weekly newsletter for regular updates”

2.) Lead Capture

“Check out this video to learn more about our non-profit's activities and events”

3.) Engagement Driver

“Hit Like if you want to be a donor. Share if you want to be a volunteer.”

4.) Content Lead-in

“To read more, sign up to download the entire copy of the white paper.”

These sample calls-to-action will definitely complement Facebook and website content. The value of a CTA always relies on how a copy taps on the emotions of potential followers. Creating a content plan for your non-profit organisation will also guide you on how to craft effective calls-to-action.