Marketing involves a process of opening doors.
It's difficult to move someone from awareness of your product or service to the check-out counter by only opening one door.
We live in the information age. We carry a seemingly infinite library of knowledge in our hands. We can access any website in seconds. We can check consumer reviews while standing in front of any door. We can close any door and return home in one quick click.
People in need of your message are probably in active search mode for an answer. Let's hope they are looking for you and can easily find you.
Many marketers use what has been called "click bait" to attract a potential customer to online content. Perhaps the bait comes in a Facebook meme, a Tweet or an irresistible Instagram image. Marketers are thrilled to see a like, heart or retweet. Some keep detailed metrics on the initial connection. Some even pat their own backs about such metrics.
Unfortunately, only the first door was opened. The customer hasn't made it into the store.
A social link led the customer to your website. Your social post led to a site visit. This happened in one click. (A "like" isn't a click.)
So when the customer arrives at your website, an offer to enter an email for a gift of some sort will likely appear. This is the next door that must be opened. The goal is to receive an email address in return for whatever we offer.
Think of social media as a tool to build awareness for your product. Awareness is necessary but not sufficient.
Once we move our future customer to open the second door, we begin to build "intent to buy." Without intention, nothing much happens.
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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