Daniel Decker, Guest Author
Regardless of what type of business or organization you are in, you likely seek attention. You want people to take notice and to become aware of what it is you have to offer. That’s why you spend money on ads, Facebook promotions, mailers, postcards, or whatever it is that you do to try and raise your visibility.
It doesn’t matter if you are trying to generate traffic to a website or blog, get people to come for Sunday services or eat dinner at your restaurant… it’s all basically the same.
You’re doing what you can to be seen and heard in hopes they will respond (“they” being your potential customers or visitors).
But here’s where many fall short.
It’s one thing to generate traffic or to get seen, it’s something entirely different to get someone to take action.
Attention alone doesn’t create results (the kind of response you’re looking for). You need engagement too.
Let’s take the web as an example. It’s one thing to drive 1000 visitors to your site but it’s something totally different to get a large % of them to take action, once they are there, on what it is that you are trying to get them to do.
The golden nugget there is “take action.” Without action, visibility is relatively useless (unless you’re simply trying to pepper your potential audience with name recognition).
I see a lot of people focused on the front side of the equation, the visibility side, but I think we need to spend just as much… if not more time… on the engagement side. The, “What happens when we get their attention?” side.
It starts by asking questions. Are we offering them something compelling enough that makes them want to engage or are we simply tossing up more clutter into the world of 1000 messages screaming for attention each day? Is what we want them to do clearly understood? Are we providing them with a path (steps to take) or are we “assuming” they will understand? Are we trying to engage them or are we simply trying to push information on them? Are we being intentional and do we have a plan?
The questions go on but the point is this… if you want results, don’t just focus on getting someone to your front door. Balance that out with how you’re going to get them off the porch and to step inside… and then how will you get them to stay a while and/or come back again? Those things won’t happen unless you engage.
Why Engagement Matters More Than Numbers Online:
Does it matter that you have 200 or 20,000 followers/fans on Twitter, LinkedIn or Facebook?
Does it matter that 5 or 15,000 people subscribe to your blog RSS feed?
Does it matter that you have 18 or 50,000 subscribers to your email newsletter?
It only matters if those followers / subscribers are engaged.
Numbers alone don’t create response. Active, engaged participants do.
Don’t get fooled into the dangling carrot of simply chasing numbers for the perception of how numbers appear.
Numbers are indicators but only matter if you don’t forsake quality for quantity.
Be faithful with what you have. Focus on adding value. Pour into others. Nurture relationships. Look for ways to draw people into the conversation so they become a part of it.
Don’t shout through a megaphone, step into the crowd and engage others so that they will engage you in return.
Copyright © 2011 – Daniel Decker. Reprinted with permission. Daniel Decker is President of Higher Level Group, Inc., a strategic marketing and development firm that helps authors, professional speakers, and organizations who are doing good (making a positive difference in the world) to expand their influence. Visit Daniel’s Website.
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