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One of the most consistent challenges companies face with content marketing is that they get a lot less engagement than they want for the amount of time and money they’re spending. Why? The Three Horsemen of the No Sharing Apocalypse: Inconvenience, Forgetfulness, and Busyness. If you want more people to share your posts, you’ve got to make it more convenient for people to share, gently remind them you would like them to share your posts, and ask at a time that they’re not already really busy. This presentation explains how to use email to make sharing more convenient.
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How to Make Sharing Convenient for Busy People: Or, How to Slay the Three Horsemen
of the No Sharing Apocalypse
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You have lots of people who would love to share your posts, such as your
friends, employees, and customers
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The Problem is the The Three Horsemen of the No Sharing
Apocalypse
InconvenienceForgetfulness Busyness
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1) Inconvenience: They want sharing to be easier2) Forgetfulness: They simply forgot to go back to your Twitter page and retweet it 3) Busyness: They weren’t paying attention when they Tweet came through, because they were busy doing something else at work
The Three Horsemen of the No Sharing Apocalypse
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so, how do you beat inconvenience, forgetfulness and busyness to
get more sharing?
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1) Choice: People find it more convenient to have a few options of what to share2) Prompting: People find it convenient to get a gentle reminder to do something that’s quick and easy3) One Click Mobile: People need to be able to take action in one click, preferably on their phone
The Three Principles of Convenient Sharing
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so, what’s the solution?
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Email.
I said it. Boring old email. It get results.
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The star of 90s marketing meets the star of today. And magic happens.
Fresh Prince, meet Justin.
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1) Customers, fans and employees are at work when you tweet.2) Facebook’s Edgerank limits how many of your fans see your posts.3) Many users don’t check Twitter and Facebook everyday so they miss a lot of your posts.
Why is Email Needed?
Round 1
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1) Email is still most people’s primary communication channel when they’re online.2) They like you so a weekly roundup of your best posts is considered a convenience. 3) Sometimes busy people need a gentle reminder to remember to do things they want to do.
Why is Email Needed?
Round 2
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so how do you make an email that gets you more sharing?
Give your audience choice: provide a few updates so they can pick one they like.
The Principles of Convenient Social + Email
Principle One
The Principles of Convenient Social + Email
Principle Two
Give them the info they need to decide: this includes what the Tweet says, what site the link points to, what the article behind the link is, and ideally a short description of the article.
The Principles of Convenient Social + Email
Make sharing one-to-two clicks: this means you need to include active links for “Like”, “Retweet” and “Like (for LinkedIn)”.
Principle Three
The Principles of Convenient Social + Email
Principle Four
Show them the update: this requires software, but even more people will share if they can see the actual Tweet or Facebook post they’re sharing.
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thanks!
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