Hi Jess! So nice to “meet” you - I know all about Unbounce from my work at DigitalMarketer - we don’t use you guys but many of our customers do! We also dig your marketing funnels, nice work there. [quote=“jess_burnham, post:2, topic:4186”]
Something we’ve found to be hugely successful is asking for feedback on new features that we release. We aim to be very transparent with our customers, so giving them a place to also be transparent with us has helped us immensely to build the best product for them.
People LOVE giving their opinions and feeling like their voice can actually make a difference - this is a great idea.[quote=“jess_burnham, post:2, topic:4186”]
We get hundreds of post views and not a ton of engagement
I come from a marketing background, so I tend to think of posts in terms of offers. Forgive me as I nerd out a moment.
In marketing, the “offer” is anything you are trying to convince an audience to do - follow you on Facebook, sign up for a webinar, download a free resource, or buy a product. In communities, the content in the post is the offer - you’re offering a topic for open discussion - and just like in marketing, if the offer is bad, no one will take action.
Do tons of page views mean the offer is inherently bad? Not necessarily.
Can you look at the time spent on the page? Maybe your lurkers are the ones that dont have a practical need to weigh in - they are getting all the info they need, or they feel like their thoughts have already been articulated by someone else.
One big difference between marketing offers and community posts is that posts are “living” - conversation can change the tone of the offer as well. Do conversations often take a far left turn? Do people get rude or unwelcoming? Are only established members conversing amongst themselves and leaving newbies intimidated?
If your content gets little to no engagement, lots of page views and bounces, etc, take a look at the conversation you are “offering”. when marketers fail, 99.9% of the time its not the traffic source, the product, the landing page, the website design, or the ad… it’s the offer. does your offer of discussion hit on a certain pain point? does it speak to a specific benefit that resonates with your community? if they give you their time, energy and thoughts… what do they get in return? Is that communicated somehow in your content?
I hope my analogy didnt make things more confusing… i think i got on a soapbox, i’m stepping down off it now.