Sometimes B2B marketers focus all their efforts on creating the best content, the ultimate customer experience, the perfectly nuanced status update to drive traffic back to their website or blog, but they forget to provide a clear call-to-action for the visitor.
The other extreme is to create a complex series of Rube Goldberg-inspired steps to get a visitor to the right place that is very nearly personalized for their interests, industry and stage in the buying cycle. This is not a bad idea in theory, but an overcomplicated process confuses prospects and they may never convert to a customer.
I was on vacation in Alaska for the past week and stopped at Meier’s Lake Roadhouse to get gas (click the picture above to enlarge it). This remote roadside stop understands the difference between just telling their customers something and providing clear instructions what action they would like them to take.
“Meiers Lake Roadhouse is now on Facebook,” reads a simple printed sign (shown below).
As a traveler passing through, and unlikely to ever return, I would not gain much value from liking their Facebook page. But maybe it was the perfect spot in this remote area to get gas before running out. Or maybe I ate at their restaurant, stayed in a cabin or bought the perfect souvenir to remember my trip. Maybe I just enjoyed my interactions with this Alaskan independent businessman.
“We appreciate your reviews,” was the second and only other thing on this sign.
Liking their Facebook page is not the action they want you to take. It is just a means to get to the call-to-action. They are asking you to leave a review. If this was a good place for you to stop, then it might be a good place for others. And the owner of Meier’s Lake Roadhouse wants you to let others know about your experience. It is a simple ask, and it is very clear.
There is no need to beat this idea into the ground, especially since I am just back from vacation. Here are the two social media lessons from this Alaskan roadside business:
1. Make sure you give prospects, customers and visitors an obvious call-to-action, by telling them what you want them to do.
2. Make it simple and clear.
And even though these are lessons for social media and online activities, they definitely apply for physical interactions.