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Our commentary: I've blogged about it in the past, and of course getting Likes is fundamental to not only Facebook marketing but increasingly digital marketing, especially if you're in B2C. Yet at the same time - the drive to Like can sometimes feel, well, desperate. Though I am the first to appreciate strong calls to action - and some traditional "DM" thinking, it's also worth remembering why the visitor or customer would bother, no matter how big or elaborate the arrows on your sign up tab are. We know that collecting Likes is not the point, it is one crucial part of the process, I think it's the result of inspiring someone in the first place (maybe briefly, maybe they've loved your brand for years) - the Like connection then opens up the potential to deepen the relationship via Facebook, as but one communications channel.
Marketing implications: Think about the before and after of getting those Likes, why should the customer care - what's in it "for me"? Maybe make the sign-up a step in a process, many brands do this well by the action of Liking revealing more content in Facebook, earning improved access to offers and/or content. I may be stating the obvious, it's just interesting to see some pretty big brands, and small ones, appearing like stamp collectors. All we have to do is think about the visitor or customer and the natural process we know that makes us feel more valued.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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