Social media shouldn’t make your clients jump through hoops to get the content they’re interested in. Life moves pretty fast on the Internet and if users aren’t getting what they’re looking for within the first few seconds that they visit a page, they’re probably going to look elsewhere.
This has been a rule with web design for years and it’s no different from marketing with social media. If your content is hard to get, clients will give up before they get to read it. Therefore, the fewer steps your clients have to take, the more apt they are to consume your content.
Today’s social media tip is: Don’t make people do X, Y, then Z. Stick with X.*
KISS – Keep It Simple, Stupid
If the goal of your content is to incite action among your readers, then you need to make it as easy as possible for the readers to do what you’re suggesting. In a lot of cases, social media content is used to convince a reader to contact your business. Therefore, in your content there should be a simple, single step to get to that contact page – a link click is all you need.
In the past, the hot trend was to promote your content on Facebook, but require that users “like” your page first before continuing. Then there may be additional forms requiring their contact information before they can finally see what you have to offer. While content should definitely be the star of your social media show, it should be easily accessed, not a part of some secret club.
Make Content Your Gateway to Contact Forms, Not the Other Way Around
At We Do Web Content our social media strategy is to first give a reader the informative, authoritative content they are looking for on your website. Once readers are convinced that your business is the solution they are looking for, the content leads them to a call to action – in most cases, to contact your office for more information or to schedule a consultation.
Once the client is hooked and told to take the next step, they’ll be clicking through to your contact page where you’ll generate a new lead!
The other method of obtaining client information through social media is a fading practice where the contact form comes first. This is a common occurrence on Facebook where pages will require a user to first like the page, then put in their contact information and THEN they can unlock the content they’ve been advertising.
This is often a turnoff for potential clients that want to see content first to make the determination if they want to form a relationship with your business. Many users don’t want to give their contact information or like a page before they can see some relevant, quality content to help make the decision of whether to interface with your company.
Great Content Will Generate Leads without Extra Work
Your business doesn’t have to complicate its social media content to generate great leads. If the content is strong and easy to access, clients will want it!
At We Do Web Content we help our clients offer great content without making their potential customers work to get what they need. To get in touch with us, fill out our short web contact form, or just give us a call at 888-594-5442 to discuss our SEO and web content services.
* Blog adapted from Fast Company’s ’36 Rules of Social Media’ infographic.