Tired of getting Friended, then nothing? Start getting Customered

They friend you. They fan you. They pin you. We love our social media tribes.
But how often to they customer you? How often do they buy, subscribe, or register?
When you get customered, your business grows, you gain another social influencer, and you get proof that your social media strategy is delivering what your social network wants.
Getting customered is an important part of the social media life cycle, and it’s also one of the trickiest.
I’m going to do a deep dive on getting your business customered at Engage Mexico in beautiful Puerto Vallarta, November 14-17.
You should be there.

The potential in your social networks

Your social networks store potential, like a battery stores voltage.

If you’ve been actively building your social networks, you have stored potential, like a battery has stored voltage. How do you hook up to the juice that turns that potential into leads and revenue.
Tapping this potential requires that you connect your social battery to something of interest to both you and your social denizens.

Use Content for Wires

Ultimately, you discharge your social batteries the same way you charged them. You use relevant content presented in a ways your crowd likes to get it.
Content might be blog post links on Twitter, contests on Facebook, and product pictures on Pinterest. Without the content, no one is going to find their way back. They just stay potential.
Many of us already have content strategies for our social networks, but what gets people to customer us when they visit?

Use social media landing pages to get customered

Connect them to your Landing Pages

Here’s where you need to start thinking like your visitors. Once read, great content is quickly dismissed.
What is the next step for me as a visitor and potential customerer of your business?
(Customerer??)
The golden secret is to treat your content pages as social media landing pages.
A landing page is a single minded page designed to do two things:

Keep the promise made by the link that was clicked.

Get the reader to do something that benefits them and your business.

A Social Media landing page, then, is a single minded page designed to:

Deliver the content promised.

Get the reader to customer you.

Both pages have content that delivers on a promise and a call to action that entices readers to do something wonderful.
NOTE: If you are building an email list, you get customered when you get subscribered. Think about it: the visitor is paying for content with their contact information.
NOTE 2: “Subscribered” is the last time I will verbify a noun in this article.

Where do Social Media Landing Pages Live?

Social media landing pages live anywhere you are drawing social visitors.
Your blog content pages have the content, but do they have the call to action? Is the call to action where it can be seen?
Add calls to action in or near the content.
Your email signup pages have the call to action, but do they have the content that makes signing up appealing?
Give subscribers a better reason to sign up than “Get on another mailing list.”
Your lead generation pages, offering gated content have the call to action, but do you talk about the content you are offering, or do you talk about our company and your products instead?
Don’t talk about yourself like a socially awkward freak.
Any page to which your friends, fans and followers might come in search of education or entertainment qualified as a social media landing page.

Remember that these are Social Visitors

Product pages on ecommerce sites are another frequent social media landing page. The call to action is invariably there: Add to Cart.
Given that your visitors are coming from a social network, they will be more likely to want to see social content with the product information. You should oblige them.

Consider star ratings and reviews for your products.

Use social proof. How many others have customered (bought) this product? How many friends, fans and followers do you have?

Don’t invite them to become a friend, fan or follower. They already are. The only choice they should have is to customer you.

It’s one thing to get people to friend, fan, follow, and flatulate. It’s quite another to get them to customer you. Use content to connect your social batteries to social media landing pages and get customered.

Please customer me!

Tweetables

Tired of getting friended, then nothing? Get customered!
Your social networks store potential, like a battery stores voltage.
The golden secret is to treat your content pages as social media landing pages.
Images by Brian Massey

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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.

Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship

Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more

Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices

As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast

Education: Texas A&M University, BS Computer Science and Management