It’s become the ubiquitous tag line in 2011. ”Like Us on Facebook & Follow Us on Twitter.” How many times have you read, heard, seen this one? Has it EVER convinced you to do what it TELLS you to do? Nope? Me either. Do you see why yet? If not, read on.
One of my maxims for 2011 internet marketing is this…
Bad marketing ideas don’t get any better when you move them online.
The big problem with the “like us on Facebook” message is that these companies don’t tell us why. Oops. Rule #1 in building a successful marketing strategy – since about forever – is to make the core of the message about what is important to the customer.
Like Us on Facebook = What’s Important to the Business
The cool thing is, this message is so close to being a winner. It’s the first 1/2 of an effective message.
Like Us on Facebook & You’ll Get __________ = What’s Important to the Customer
The question that customers are left with in a lot of advertising – particularly 2011 online advertising – is the one I started this article with – WHY? Please dear business, tell me…
- Why should I like your business on Facebook beyond cluttering up my wall and embarrassing me as my friends are bombarded with your messages.
- Why should I give you my email address? It’s one of the most valuable things I own. What do I get if I share it with you? What will you do with it once you have it?
- What will happen if I follow you on Twitter? Will you teach me stuff, send me offers, entertain me, ask my advice? (Hint – all are good answers.)
In our rush to monetize the audiences that are flocking to social media, businesses need to remember their manners. Customers generally don’t like to be told what to do. We especially hate it when we’re not told why. So do yourself a favor and remember to add the “… and here’s why” piece to your social media requests. If the offer is sweet enough we might even do what you tell us.
Greg Thompson Regional Digital Manager gthompson@mailtribune.com
