Strategies to Get the Second Click
Online retailing is becoming increasingly sophisticated. Marketers have access to information about every aspect of customer interaction: number of website visits, time spent on the site, email open and clickthrough rates, conversions, and purchases. With today’s sophisticated analytics, marketers can fine-tune their messaging and offers to optimize results and move beyond a simple first-click visit.
Unfortunately, too many marketers think their job ends at the first click — i.e., when a consumer visits their website, clicks a link or opts in to future messaging. Although this is a critical first step, your job is far from over. As marketers, your goal should be to get the second click.
To get that second click, you must provide compelling, easy-to-share content. The focus shifts from informing prospects and customers to influencing their conversations. Creating influential, conversation-inducing content can expand your reach, improve open rates, grow sales and increase revenues.
The second click comes when a visitor to your site chooses to "Like," comment, share or rate the content. These second clicks, often presented as personal recommendations or referrals, are the most trusted form of advertising. When a visitor recommends your content to their friends and family, your message is organically woven into conversations your customers and prospects are having online. More importantly, this is happening in channels that are extremely hard to reach through traditional advertising.
Securing a second click is fundamentally important. All online content produced should be developed with a strategy that prompts consumers to share it. If your website content, digital ads, items posted on your Facebook page and blog posts aren’t created with the goal of getting consumers to pass it along, you’re missing out on one of the most influential forms of online marketing available.
Smart Second-Click Strategies
Be worthy. Whenever you create content that carries your product message, keep the second click in mind. Is your video, ad, email or update you post worth sharing? Does it prompt someone to comment? Does it beg for engagement? Is it something worthy of being posted on someone else's Facebook news feed? If not, what can you do to make it worthy of being passed along? Consider the folllowing: