by Gina Bell | Featured Contributor
One thing I know for sure… being a best-kept secret or feeling invisible despite ALL of the things you do day-in-and-day-out to market yourself online can be frustrating to say the least.
Understanding what motivates your right people to share and recommend your content will give your visibility a valuable boost!
So why is it that people are willing to continually pass on content from certain sites to friends, while not at all for other sites?
Here is some insight into the minds of online consumers and why they pass along certain pieces of content and ignore others…
1. Thinking Emotionally Rather Than Logically:
Really great marketing motivate their tribe to take action by making an emotional connection and tugging at their heartstrings rather than try to win them over with logic.
For example, if a video gets someone really inspired about an event, program or website, they might share that video on their Facebook wall without necessarily double-checking the details.
In fact, I’ve observed videos (blog posts & articles too) shared long after the doors to an event were closed because the video was still worth passing along. AND, the video creator/event host enjoys a growing wait list for their next event.
Why did people keep sharing it? It wasn’t that the video presented specific details about the event. It was that it sparked excitement and inspiration for the viewer.
If you can create content that gets people fired up, they’ll be much more likely to pass it on to their network.
2. Wanting Their Friends to Have a Good Experience
This principle is very basic. It’s the same reason why we recommend restaurants and movies to friends: we just want them to have a better experience.
If you create a website that helps people in a certain industry do things faster and cheaper, there’s a good chance your content will get passed around simply because people want their friends to have a better experience.
To make this process easier, it often helps to have “sound bite sized” pieces of information. For example, if you run a website about how to repair your credit, instead of having someone just pass on your website, it’s much easier for them to pass on an infographic specifically about how to repair your credit before buying a home, if they had a friend who’s on the verge of buying.
3. You Helped Them; They Want to Help You
Have you ever had the experience of getting such great customer service that you wanted to return the favor?
For example, you go to a restaurant whose service is so spectacular that you feel like you want to bring more people to their establishment just because you want to help them out.
If your clients get the sense that you’re really looking out for them and that you really care about them, they’ll often be willing to return the favor.
Ordinary service doesn’t elicit this kind of loyalty. But if you provide exceptional service, this kind of marketing can be one of the most powerful marketing tools in your word of mouth toolkit.
Many campaigns that go viral work based on using just one of these principles. A few of them activate all three principles and really take off. Which one(s) makes the most sense for your business?
And I’m curious…
Have you created a piece of content that got a lot of shares or likes? We’d love to hear more about that. What was it and why do you think people decided to share it? Do share xo
Gina Bell is the Founder of Gina Bell Inc, a company devoted to expanding what is possible for women through entrepreneurship; Publisher of Rebelations Magazine, Author of the #1 Best-Seller Success Rituals 2.0 – Winning Habits of High-Achieving Women and forthcoming author of Invisible-Proof! (ETA Fall 2012). GinaBellinc.com