Friction is becoming one of the new buzz words in the tech marketing space.
It’s one that happens to resonate with me, and for good reason.
Friction gives you a tangible mental picture with which to manage the customer experience associated with your marketing – allowing you to enhance it for everyone concerned.
Frictionless Content Consumption and Sharing
When it comes to online content marketing, the name of the game is consumption. You want your content to be readily consumed, first and foremost, by your core audience.
This means you have to write good headlines, respect your audience by keeping your writing clean and concise – and deliver it in a way that is educational, inspirational, or entertaining – and preferably all three.
When you do this, your content is likely to get shared. This is how you grow your audience and your business. The best content on the web will always be freely shared.
All you have to do is remove the friction that gets in the way of that happening. This could include such things as unnecessary jargon, profanity, complexity, or objectionable images.
Of course, some of these things may actually encourage the spreading of your message – but only be for entertainment or shock value that isn’t likely to lead to more business.
Friction Leads to Action
Frictionless marketing is all about the prospect or customer.
As a marketer, frictionless marketing is taking your audience on a journey.
The destination of that journey is a commercial transaction with your business. So, if you want your business to be profitable, you have to occasionally introduce some friction into your marketing.
Friction Creates One of Two Results:
1. Grinding to halt – the cessation of action.
2. Effort or action that leads to new actions.
Think of marketing friction as pop-up boxes on websites, or television and radio commercials.
When used excessively, marketing friction can result in the most undesirable action – interested prospects abandoning your your online marketing.
Used appropriately, it can help you build your list and sell more products and services.
Friction as a marketing tool is indeed a slippery slope.
Be aware of it and use it well to strategically grow your business.
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Until tomorrow, Jeff
