By Holland Cooke
BLOCK ISLAND, RI — With colds and flu season approaching, umpteen PSAs have trained us to sneeze-into-our-elbows. Because the last thing you want to do is spread a virus, right?
Only literally. Metaphorically, you DO want to be what author/entrepreneur/marketing guru Seth Godin refers to as a “Sneezer,” someone who spreads ideas.
When others “catch” what you’ve put into the atmosphere, it becomes what he calls an “IdeaVirus.” And peer-to-peer sharing is an endorsement more powerful than advertising.
You can read his “Unleashing the IdeaVirus” – the most downloaded ebook in history – FREE, at: sethgodin.typepad.com .
How’s that for walking-the-walk? And you should poke-around SethGodin.com, which demonstrates several of the tactics I recommended in my session “Database Your Tribe…NOW,” at the recent Talkers New Media Seminars in New York and Los Angeles. You will very likely tweak your web site as a result of seeing his.
And, based on my experience, here are four more recommendations, which will help you build your tribe:
Put Post-to-Facebook and Twitter buttons on every page of your web site.
Why offer this option? Duh.
Why on-every-page: Many-who-end-up-on one-of-your-pages didn’t get there from your home page. Because of Google, any of your site pages can be an entry page.
If you’re building your site on (highly-recommended, also FREE) WordPress, this useful plumbing is a built-in option you simply need to activate. On “Dashboard,” click “Settings,” then “Sharing.”
Can you put three address windows in the “Send to a Friend” form?
Get your whole tribe sneezing at each other!
If you can, put multiple “TO” fields on the Send to a Friend form that pops-up. Offering a single box implies send-to-ONE-friend…even with instructions that the user can separate multiple names with a comma. Don’t even ask ‘em to figure that out. Put three boxes there, and users will likely end-up referring your item to two other folks, beyond the friend they first thought of.
When choosing graphics for your web site, avoid pictures of studio equipment.
Common cliché: close-ups of audio consoles and microphones on station web sites and in media kits. Why avoid this?
- Our hardware is foreign to “real people.” Too techy.
- Instead, show ‘em photos of you and your topic. Stuff that matters to them. “Content,” eh?
- Better yet? Photos of them! How can you get your tribe into the act? Look popular, not nerdy.
Don’t call your E-blast an “E-blast.”
Smart stations email something relevant, useful, and sponsorable to an opt-in database. At some of my client stations, it’s an 11:00 am news update, “what’s happened since breakfast, and where to do-lunch today” (a local restaurant coupon).
Whatever you’re blasting-out, don’t name it something-that-reminds-listeners-it’s one-to-many. If you do, they’ll think it’s one-too-many, spam. Instead, can the subject line be a news headline?
See/hear/read more from consultant Holland Cooke at www.HollandCooke.com; and follow HC on Twitter @HollandCooke.