From Media Post:
One client recently tracked the number of visitors who came to a promotional site via a shared link sent to them via email, Twitter, Facebook, YouTube etc. The company found that over 50 percent of all people who converted came to the site via a shared link. What’s more, the visitors that came to the site via shared links were1.5x more likely to convert than visitors that came from other sources including search.
So what does this mean for marketers First, it means you have to start thinking about how to create content that invites engagement and encourages sharing; shift your thinking from “broadcast” to “dialogue”, and from traditional ad spending or “paid media” to the free “earned media” of shared links. Campaigns that contain compelling offers, entertaining video, games, contests, the ability to create and share user-generated content, and other social interaction features will generate the most sharing.
Like we’ve said before, it s all about the dialogue you have with your users. It’s not enough to have an RSS feed or some random PR updates on your Twitter or Facebook feeds, but instead to genuinely take the time to have a conversation with your users.
It may not be as easy as before, but the engagement and brand loyalty gained from these efforts is extremely valuable in the longterm.
