This woman runs a community program that encourages everyone in the neighbourhood to be more connected to each other. Her and a team of volunteers run all sorts of events from yoga sessions to Xmas drinks, and they use a website and a Facebook page to spread the word about it. She was lamenting though that whilst their Facebook pages had a good following, there wasn’t the same level of membership numbers on their website.
I asked her why do people need to visit both sites? She said that the website had pages dedicated to listing all the discounts the local restaurants and cafés offer members and it holds info about upcoming yoga and meditation sessions, etc.
And therein lies the rub. Once she told me what I was missing out on by not visiting the website, I could see why the website is worth a look. But if she hadn’t of told me, then I would never have known. I suggested that every time the website gets updated to let all the Facebook members know with a post advising the what’s new and where to find it. That’s the long way to describe how to inspire an audience to check something out. The short way is the old sales term, Call to Action.
Even though it’s an old term and it’s very sales’y, I think it holds a really valid place when it comes to encouraging people to engage with your brand online.
When I walk through down town Hong Kong, every restaurant and café has either a sticker on their window asking me to Like them on Facebook or their menu suggests I do. This is the bit where I get miffed. Why? Why should I follow you on Facebook? Will you be announcing new menu launches on there? Are you going to give me a discount? Is that where you post your new summer hours? Tell me why I should bother?!
If you tell me what’s in it for me, I’m more likely to do it. If you just thrust a thumb at me, telling me to like you, then I just won’t!