Even Large Brands Don't Seem To Get It

Rarely does a day go by now when we’re not prompted to follow a brand on Twitter, Like them on Facebook, or snap their QR code.  Organizations large and small, from large multi-national corporations to non-profit causes, are embracing social media and seeking to engage with customers and supporters.  It has become easy to connect with the brands whose products and services we enjoy.

This is the good news.

But the bad news is that most brands are not providing compelling reasons for consumers to make connections.  Sure, they’re describing “how” consumers can connect with them.  But they’re not answering the critical question:  “Why bother?”

Is your brand guilty of this approach?

If so, you may be missing out on opportunities to connect with customers and/or supporters.  Fortunately, however, the steps required to effectively prompt engagement are simple:

1. Ask your target audience to make a connection.

Whether you’re asking consumers to follow your brand, Like it or even join your email list, make a specific call to action and let your audiences know where they can connect with you.  Most companies seem to have this part down.

2. Tell your target audiences what they’ll gain from making the connection.

Will they get member-only discounts?  Will they be the first to know about new products?  Will they have access to exclusive content?  Or will they just find news about your brand (which is a perfectly good reason, by the way)?  Tell them, using concise, plain language that informs them of potential benefits.

3. Follow through on your promise.

You will lose the trust of your new audience if you dangle exclusive benefits as bait, for example, but deliver only a steady diet of links to press releases.  Don’t waste your organization’s time and money by making this mistake.  Deliver on what you’ve promised.

Why connect with a pizza restaurant?

Pretty Simple, Huh?

These steps seem obvious at first glance.  But the reality is that far too many organizations do not maximize the attention-grabbing connection requests that they’re investing time and money to create.  By following the three simple steps above — especially step number two — you can avoid a similar fate for your brand.

Do you think I’m missing any steps?  If so, let me know below.