We don’t need more action; we need meaning and belonging.
Everyone needs their hand held. The emotional connection produced by this simple and physical construction is truly magnificent. We see its true potency all around and before us. As infants, we grasp our mother’s hands for comfort; at the wedding’s alter, we employ both hands for intimacy; at funerals, we hold those dear to us as if this momentary and tight grasp will form a permanent bulwark against such loss.
What is important to note, however, is that the proper act of holding another’s hand is linear: it begins with care and proceeds with action (the actual holding of the hand). This is seen in that, if a stranger walked up to you and grabbed your hand, you would think “run” not “comfort, intimacy, or affection.”
The web is no different.
Every Digital Marketing campaign we have run over the past 20 years centers on achieving high ROIs for our clients. We have generated many tens of millions of dollars for our clients via marketing channels such as Search Engine Optimization, Social Media Marketing, Website and Content Optimization, etc., but such ROI was not the goal.
ROI is the business-driven result, perhaps, but making your customers feel comfortable, intimate, and affectionate with you and your products and services was the real goal.
Over 2,500 Digital Marketing Campaigns later, I can tell you this: calls-to-action are great – they are the action of holding hands – but we must first optimize your brand to garner belonging – comfort, intimacy, and affection – so that your website’s “buttons” are seen as intimate and exciting and not exploitative and dull.
To put it simply: harvesting action before belonging is what stimulates “buyers remorse.” Your brand’s customers need to be excited to click “learn more” or “schedule a free demo today!” They need to believe in your company; your mission statement; your purpose.
To put it simply: start with care and then move to click. Start by fostering belonging and meaning and move linearly to action.
This is not a simple task. Relationships are hard! We are here to help!