Are you distracting your prospects?

Social networking and internet concept crosswordRecently, I decided to take most of the social media logos off of my website.

You see, I don’t want to drive people away from my site (over to Facebook, LinkedIn, etc) I want to keep them with me until they take the desired action.

In an effort to be deemed current, I think we all jumped on the social media bandwagon. But did we do it with strategy?

Remember that old saying a confused buyer never buys? Well, a distracted buyer won’t buy either. He or she will hop on that social media train and will be off your site faster than you can say ‘YouTube’.

So we have to work hard to keep people engaged with our website from whatever page they come in on, right through to the desire outcome.

Now the argument could be made that if they are linked to you on a social site that they may find there way back to your site again, perhaps.

Or maybe we lead them to our social sites through other means?

How about through our eTips or our blog for example?  I’m not saying which way is right for you, just to give your social media strategy some thought before placing those live links on your site. And keep your prospects around until they take the action that you desire.

PS: I can’t miss this opportunity to get to know you better. If you’d like to connect with me, here are some options:

Facebook: https://www.facebook.com/speakerlauncher
LinkedIn: https://tiny.cc/linkedin992
Twitter: https://twitter.com/janeatkinson

  • Jane,
    Another unique and relevant post.
    You have a knack of honing in on timely topics and, in this case in particular, have identified an aspect of social media marketing that may not be beneficial. To this point, I haven’t heard anyone question the benefit of adding social media links under the assumption that the more links one has on his/her site, the better – and the more relevant.
    I now see how they could potentially cost a speaker business by leading a prospect away from a website into the abyss of the Internet.
    Thank you Jane. Brilliant!
    Steve

  • An interesting question, but I’m not sure it’s the right focus.

    Yes, we want to engage people with our websites; but if it’s all about making the sale, then really your site should be a squeeze page. To my knowledge, squeeze pages perform the best with regard to conversion rates because, as you suggest, there are almost no distractions. Obviously, that’s the extreme end of what you point to with your recommendations above. (More on squeeze pages here: http://en.wikipedia.org/wiki/Squeeze_page ) And, I agree it’s an interesting question because it’s a matter of finding the right balance.

    Toward the other end of this question, I think the main point of social media marketing is relationship building. You do that by “leading with value” (as I suggested is a recent post: “Leading with Value: The Currency of New Marketing” http://www.combridges.com/2009/10/leading-with-value-the-currency-of-new-marketing/ ) I believe that if one uses Twitter and Facebook with that intent, i.e. being of service, offering insights and links of value — which, by the way, I think you do extraordinarily well in your e-newsletters and posts — then featuring social media links on your site can have a very desirable effect when you connect with people in such a way that they actually WANT to hear from you again… and when they give you permission by following, friending or subscribing.

    Sincerely, you have done that with me, which is why I’m back commenting on your blog. 🙂

    Thanks for your insights, Jane.
    Jon

    • Hey Jon, good point. In the case of my site, my goal is one of two things: visitors either buy something (that would be #1) or sign up for something (that would be #2). My next tip will talk about dangling a good carrot so that if people don’t buy, they are at least drawn in.

      I appreciate the comment.

      And ps: I am doing my best (ie: website contest) to get more comments on my blog. More on that to follow as well.

  • Jane, I think there’s an opportunity for speakers to use social media as an entry point without it distracting from their core message and upstaging their business. The brilliance of Facebook and Twitter is showcased in its ability to connect and RE-connect relationships. That’s a powerful marketing tool. As long as they’re used as a means to an end rather than the focal point of a communications strategy, these sites can be an “electronic backyard fence” that optimzes personal contact with family, friends and fans that may be in a position to buy your services and products.

    To be sure, there are people who are obsessed with the constant stream of chatter and the voyeuristic nature of keeping tabs on every little thought and action, but those who can harness the power these social networks provide will be able to entice new prospects and energize old clients with clear and concise messages that command action rather than drain energy.

  • Jane– there is a certain scarcity mentality to what you are suggesting– “If I use the tools that the world appears to want to use then they wont come and stay at my website”. In our experience the reason people were not coming and staying had more to do with the value being offered at the site than social media options. The social media options are just distribution channels.

  • Great point! Very refreshing to hear someone say ‘Don;t send them away from your site!” It makes sense. We spend heaps of time and effort getting people to our site, why send them away!

    Cheers

    darren Fleming
    Australia’s Corporate Speech Coach

  • Well said Jane!
    To put it another way- as I have said to some of my small business friends- “Your website sucks- why are you Twittering?”
    We are rapidly reaching, probably beyond, the point where we can use all the possible marketing avenues. We need to prioritize and choose based on our market and what brings the best ROI.

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  • So true, I do not spend time promoting my facebook page because its more important that they go to my own website.
    We have to stay focused and social media is a place to lose focus quickly.

    Dr. Letitia Wright
    The Wright Place TV Show
    http://wrightplacetv.com
    http://www.twitter.com/drwright1