What Social Media Newbies Can Learn from Web Landing Pages
It often amazes me that we humans can lose past lessons… whether it’s the Iraq/Afghan wars looking increasingly like the failed Vietnam conflict, or Western civilization recreating technologies that previous civilizations had already invented, or even World Wide Web site designers overlooking all the research that IBM et al did in the 90′s on standardization of user interfaces (imagine how difficult it would be to drive different cars whose turn signals, steering wheels, and foot pedals were in different places!)
Heck, I get frustrated when I slip on a mossy slope in my back yard that I slipped on the prior week 
Against this backdrop I offer you some key learning from my decade-plus in online marketing, in order to help with social media efforts:
1. People rarely buy on the first visit/exposure (legacy data suggest 7 exposures before one extends trust to make a purchase and/or change behavior, and some have recently suggested this has increased).
2. Web sites have about 3 seconds to assure a visitor there’s a WIIFM (what’s in it for me). In other words, don’t leave — we’ve got something right up your alley!
Where’s this conversation coming from? Well, I’ve seen a growing number of Twitter and Facebook accounts recently that introduce themselves along the lines of “ABC Cameras is the best camera store with the most fun customer service help and the best prices”. Remember the target audience? They don’t like it when people scream to promote themselves, which only sets the expectation that they’ll regularly hear about offers, specials, and generally be “advertised to”.
Am I suggesting that the problem is the account profile? Absolutely not. It’s the thinking about how to use the medium.
What can you offer the visitor besides a purchase opportunity? For ABC (above) let’s say it’s “Answers to the most common camera questions our customers bring in…” Now there’s something that would grab people, if they have any inclination towards cameras! Copy writers call this a “hook”, now quickly scribble down 10-20 examples of the questions — you can fill the answers in later.
The point is that promoting this social media account “smells” like helping people — rather than blitzing them. Bottom line: people love to buy and hate to be sold. Help them do that by interesting them rather than pouncing on them
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