This is the fifth update in my Summer Lovin blog series!
As you no doubt have noticed, there are entire online businesses that are built on getting their customers to do “stuff” for them – think of Angie’s List, for example, that wouldn’t be much of anything if the customers they have didn’t leave reviews.
As you’re working on your content marketing plans, you’ll probably have a lot of cool ideas that involve getting your customers on board. I’m picturing some conversations like this:
(Ok, if that last sentence was you, you’re getting slapped.)
We are all so very busy these days. So when it comes to getting your customers on board with some sort of campaign, their first reaction will probably be along the lines of “meh who cares.” (And that’s only the small portion of your client base who heard about the campaign in the first place!) While I am sure you have some raving fans who would do just about anything for you, you should be aiming your sights a bit higher: how about courting some engagement from those customers (current or potential) who aren’t raving fans quite yet?
You campaign needs one essential ingredient to garner interest and involvement:
WIIFM: What’s In It For Me
Seriously, that’s it. Prove to your customers that they’re getting something out of the deal that they actually value, and they’ll be much more likely to jump on board your content bandwagon.
Key phrase in the above paragraph: prove to your customers… that they are getting something they actually value.
There’s a big danger in assuming that everyone wants a free product or a prize and thus dangling those as carrots for engagement. When you just dole out the freebies, you’ll attract the attention of folks who really could care less about what you’re doing, they are just after the free stuff. Let’s call them the freebie sharks, and they can smell your campaign brewing from miles away. The bigger the giveaway, the more sharks you’ll attract.
In addition to attracting the wrong kind of folks, your campaign can also be off-putting to your existing community. If your current customers see nothing but free giveaways and handouts on their Facebook feeds every morning, they’re going to start to tune out completely, or worse, wonder why they pay for your product anyway.
Now, I’m not saying prizes are a bad thing. But if you’re giving things away, you need to make sure that you:
Bonus Tip: What is the one thing that most customers love more than winning a prize? Being surprised. (Good surprises only, please!)
It starts by asking.
Instead of spending all your time and money trying to give stuff away, I encourage you to try to get into some conversations with customers about what they might like instead. Here are some examples:
Go out and get some feedback on that campaign you’re thinking about. But remember, it’s not about you. It’s not about forcing feedback with prizes. WIIFM: What’s In It For Me?
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