Tick Yes Blog

Tag - Customer Romance

When to Go All in Online

I’ve had an interesting experience this week. Someone I had never heard of or met proactively contacted me and wanted to connect on LinkedIn. And via email.
And on Skype.
And on Facebook.
Kudos for a shock and awe approach to connect with a prospect. It didn’t work though. I didn’t accept any of her invitations no matter how impressive her persistence and cyber-stalking skills were.
As someone who also proactively contacts people with whom I’d like to do business I have great respect for her energy and application. It’s just her judgement and of course her offering that caused me to not engage with her.
While I had obviously been vetted by the business I run – I assume my dashing good looks didn’t figure too highly as a selection criterion – her ‘try every digital touch point in one hit’ left me cold.
This is what I wrote about in my book Customer Romance (www.customerromance.com). We customers need to wooed before we’re won. Heck, we may not even be right for you or vice versa. But if you show me that I matter and that you want to get to know†my needs, fears, wants and desires and then MAYBE we can take it to the next level.
Try liking my last LinkedIn Pulse article, or leave a comment. Take a position on one of our†articles†on our Google+†page. Re-tweet what we tweeted an hour ago.
Take an†authentic†interest in me and what I’m doing and the law of reciprocity†may kick in.
It’s a lot of work isn’t it. And ultimately, it may all be for nothing as I may STILL not be interested in what you’re selling.
But that’s what it takes to form a relationship personally or professionally. Nothing is ever guaranteed. What IS guaranteed however is that if you go too far too soon you’ll invariably be rebuffed and then there’s no way back.
One of my favourite digital marketing sayings†is ‘just because you can doesn’t mean you should’. Yes, I’m on LinkedIn, Facebook, Instagram, Pinterest, Twitter and Skype but trying to connect with†me on most of these over the course of 12 or so hours when I’ve never heard of you is a little much.
Perhaps it my Australian reserve coming out but without getting to know me you probably didn’t know I’d feel that way.
Now before you suggest that I get over it, having empathy and understanding as to how your beautifully crafted†sales and marketing initiatives†will be received by your target market is critical to your success or otherwise.
If you want your audiences to be receptive rather than resentful, get up from behind your desk, walk a mile in their shoes and try to genuinely look at what you’re doing from THEIR point of view.
It’s marketing 101 but it’s not easy. You’re infinitely more aware of what you need rather than what they need. But that’s why we’re called sales and marketing professionals. We have the†judgement to know when to hold and we know when to fold (thank you Kenny Rogers).
The Message is brought to you by Tick Yes Ė providing solutions for all your digital and content marketing needs.
Image courtesy of: goodenough.asia

Frozen Friendships

Recently I reconnected on Facebook with some guys I hadnít had any contact with for over 30 years. We had been friendly at school but not friends.
Itís a strange thing looking at a personís life, albeit through the distorted lens of social media, when there has been such a long gap. Jolting is the word that comes to mind.
Wives, children, jobs, friends, holidays, emotions, victories, disappointments are laid bare to varying degrees depending on the personality of the person in question. Rapport and context are important parts of any relationship and re-connections invariably rely on memories of your last experiences. If those experiences were a long time ago itís sometimes hard to get a read on that person.
Of course itís quite a nice thing to re-connect with nice people and maybe Iím over-thinking this but it does make me think about similar experiences. Like when brands Ďgo socialí and expect everyone to follow them or to be fascinated in every photo, post or video. You havenít connected with me personally for decades and now youíre asking me to like your ĎArenít we happy itís the weekend!í comments. Does it really work that way?
Look, it can. But with any relationship there are some steps that you need to take; itís like being brought up to speed. Iíve written a book about it called Customer Romance! Brands forget the steps at their peril. Miss a step or two and it feels weird and, quite frankly a little presumptuous.
Thatís not anyoneís intention of course but you canít just drop into someoneís life, inbox or newsfeed and expect that theyíre going to be instantly fascinated with everything that you do or say.
 
The Message is brought to you by†Tick Yes†Ė providing solutions for all your digital and content marketing needs.
Images Courtesy: kateey.deviantart.com, www customerromance.com