When it comes to ‘wooing’ new followers, fans, and customers…I am always leery of the undersell. Having a large number of people jumping on to your cause (or product) because you offered some type of incentive can certainly accomplish an objective, if that objective is to simply gain new people.
Remember the saying “quality over quantity'”?
I recently read this article MediaPost Publications Fans Grow On Farms 03/09/2010 which basically describes a scenario where a large corporation offered cash incentives to new fans & followers for a specific promotion. Within a very short period of time, they were able to gain a large number of followers (all looking to redeem or cash in on a prize). But how many of those new fans & followers will stick around?
Now we are not aware of the true intention of this promotion and if in fact the goal was to amass a large group of new followers. Perhaps they have a number of cash promotions lined up to keep the fans & followers engaged; or they could hope that the new people will stay around to learn more about everything the company has to offer (without a cash incentive).
I err on the side of caution when reading this article and believing this approach is most appropriate for your business.
As with any sound marketing strategy, you should begin with a plan before diving into a promotion. Identify your goals and ensure a follow up plan for the new people that ‘friend’ you. The sooner they come, the quicker they may leave once the promotion incentive is redeemed. If that was the goal or intent of the promotional program, then congrats on your success. However if you are looking to gain a group of friends & followers who are truly interested in your cause or your product, then you should really consider the incentive…and your plan of approach.
Know your worth. Communicate your value. Then you will be in the position to attract and retain loyal friends & followers.
Your long term marketing strategy is to gain the ‘customer for life’…right?