You know the person. That insufferable know-it-all. The Hermione Granger of web surfers. That person who says they’ve read, watched or seen everything there is to consume on the Internet. It’s frustrating and it makes you want to give them a pop quiz. “Hey buddy, what’s the name of the first cat to go to space? Don’t know? Google it.”
This individual feels like there’s nothing left to consume on the Internet for one of a few reasons. First, they may have actually over-consumed information and need a break. Two, they really aren’t venturing out into uncharted territory in cyberspace. Or, three, there’s just nothing left that they feel is worthy of their attention (read: getting holding their attention). I’m betting it’s mostly likely the last reason, and lucky for us, there are a few ways to provide a fresh experience to browsers everywhere to keep the level of interaction and number of visitors high.
First things first, your web presence needs to have high levels of two things: creativity and interactivity. Both drive new and repeat traffic to your site and both do their jobs best when you plan thoroughly and integrate strategies to have them support one another.
Next, interactivity doesn’t just refer to the features a person can take advantage of once they’re on your site, though you shouldn’t be light on those. Real interactivity refers to how well other features and tools, such as e-newsletters and social media, drive traffic back to your static or mobile sites for more information and how well your site encourages uptake of these tools. The relationship is reciprocal. For instance, social media such as Facebook or Twitter can be great devices to tease users with random facts about your cause or with tidbits of news to entice them to visit your static or mobile site to learn more or get complete details. Be sure they support each other.
Creativity can referto how elements of your site inspire people to act or compel them to donate. Whether you use eye-catching design, or provocative photography or video, the elements are fundamentally telling a story of why your organization exists (i.e., eliminate health disparities, cure HIV). These elements should inspire people to want to eliminate health disparities and cure HIV as well and your interactive tools should provide them just the right paths for users to carry out their inspiration. To inspire, though, your creative team needs to take bold action and not be afraid to take chances. Understand who you are really trying to reach and what moves them. You do this right and you’ll know what chances to take.
Creativity is the fuel and interactivity is the vehicle for action of web users. The Internet is boundless. It doesn’t have an end and there’s no way anyone can read, watch or see everything it contains. But, there are ways to maximize your exposure and create movements, donations, awareness and interest. You won’t need to find someone who’s read the Internet to find the person who can answer the pop quiz question about your cause. You’ll find many that haven’t, but know exactly what your organization is and what it fights for.