How More Engagement Increases Scarcity
You want to know if people are “getting” your content. You want to know if it is making a difference for anyone otu there.
You could quiz them to see if they are “getting it”, but that reeks of boxy, standard elearning content.
You can use the business standard of “if more people bought it today than yesterday, then people are getting it” standard. To an extent, this is more helpful. If your content convinces people to share it with their colleagues, neighbors and friends, then you’ve got some good content.
Sharing = social approval, social approval = more customers
A better way to go is to see if they are increasing engagement. Engagement means that they are wanting more of what you are offering.
This means that they are interacting with your social media content. It means that they are commenting on your blog. It means that they are converting to a higher value purchase in your value chain.
Of course, this means that you are obliging that engagement on social media by liking back, following back or answering their questions. It can also mean a shout out @mention when you blog about a question they posted after you asked your followers what they want more of from you.
Yes, you should be asking what they want from you.
Success with an online course means that you should see an overall increase in your online traffic on all fronts.
This also means that you are tracking and have baseline information for all of your analytics, your socials and your other types of traffic like shares, likes and followers.
This is the kicker. It means you need a value path for people to follow. It means you can’t just have a one-off way for people to interact with you. Your course is not an end point for people. It’s just a different kind of introduction. Introductions are rarely the end of a relationship. Of course, there are those people you meet that you never see again, but the real value of a relationship is one that provides mutual value.
You need to have more than one offer.
Everything you have to offer is a means for people to communicate with you, to interact with you, to have access to your expertise. The more access to the expert you provide, the more relationship they’ll perceive they have with you and to some extent, it will be true.
Will you reciprocate and participate in a relationship with that person? Can you win that person over as a client for life?
I see a lot of subject matter experts who want to rid themselves of a client group by brushing them off toward their online content. The audience is either old hat for them or it’s not “profitable” either in terms of sheer revenue or in terms of future value that might be obtained from the audience.
Do not make the mistake of putting content for this audience online then forgetting about it. Launching an online product is like having a kid – it changes the game permanently.
If you want to rid yourself of an audience, find someone you can groom to better serve that audience.
Don’t relegate your audience members to your online content.
They’ll come back to haunt you later like those Taco Tuesday from that sketchy place your friend recommended.
I used to dismiss programs that were personality driven. I used to say that once the personality at the wheel moved on, the program would fall apart. I’ve seen that happen, so to an extent it is true. But the audience doesn’t disperse like so many flies after a picnic – it stays with the personality. The personality carries that audience forward to the next project. The people follow the personality.
This audience is interested in something from you. You and no one else. If you want to groom someone to take that audience over, they will have to have the IT factor sought by that audience. Expect them to follow you to your new endeavor.
They want access.
They want to have a relationship with you.
Because they want to be special, too – and being in your follower group asking you questions and getting your attention makes them special at that moment. Then they get to tell their friends you @mentioned them or that the practice they adopted came straight from you to them. You’ve blessed the advice, and the implication is that you’ve blessed them, too.
That’s scarcity in a nutshell.
That’s the paradox of engagement.
By doing more of it, you increase scarcity.
Scarcity increases demand.
Your blessing on their activities is what your followers are looking for. Cultivate this kind of celebrity, and you’ll cultivate followers for life. They’ll want everything you have to give.
Just make sure it’s worth receiving – that it’s honest and true and genuinely helpful.
In turn, your audience will make it worth your time.