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A Reminder to Steer Your Supporters

Lori Halley 23 May 2011 2 comments

I’m a map-reader, a GPS questioner and a firm believer in offering clear directions. So I agree wholeheartedly with Jay Baer’s advice in a recent Convince & Convert blog post: “Don’t be afraid to give directions.”

Of course, Baer is talking about offering clear directions in order to steer folks to your website or Facebook page.  He suggests that organizations often offer vague suggestions to visit their website or Facebook page simply by offering their URL or adding the Facebook and Twitter icons in emails, e-newsletters and other materials. And while it may seem like common sense, as Baer notes, “if you don’t tell people WHY they will benefit personally from taking action, they typically WILL NOT take the action.”  You need to offer up a specific call to action and/or a good reason to visit.

By the same token, why should the reader/visitor/supporter care if you are on Facebook or Twitter?  Baer asks why organizations are taking the time to promote social outposts, and aren’t taking the time and effort to promote specific benefits?

Offer clear directions on exactly where they’re going. 

And, as Baer notes, a “vague promotion of the social outposts [Facebook or Twitter ] is exacerbated by many companies not having consistency in the naming convention of those outposts.” In other words, if for some reason, your Facebook URL or Twitter handle are different from your organization’s name – e.g., abbreviated, truncated or complicated  – you need to specify the name in your communications and of course, when the communications are online, offering a direct link.

I know - it seems like simple common sense - but I thought it was worth a reminder: if we want to direct traffic to our websites and social media “outposts” we need to offer motivation and clear directions to be sure our supporters reach their destination.


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Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Monday, 23 May 2011 at 9:00 AM


  • Lindy Smith LLC said:

    Tuesday, 24 May 2011 at 11:53 AM

    Great advice that I will pass along on my OwnYourWalk Facebook page.  It all boils down to paying attention to branding your company...and yourself.  I will be more diligent about giving directions!


  • Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

    Lori Halley [Engaging Apricot] said:

    Thursday, 26 May 2011 at 5:28 AM

    Lindy: Glad you found the post helpful.

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