Dec 03, 2013
...Another day, more emails from people I don’t know, wanting to “connect.”
The good news/bad news about our always on, online, round the globe economy is that we can “connect” with thousands, even millions of people.
However, do those connections have any real value?
It depends. (Don’t you just hate it when I do that?)
No Value Reality Check
1. You sporadically send out an eletter to thousands of people, but have no way of tracking who opens what. And, you give them no reason to open it in the first place. Of course, crafting a killer “must open” subject line can take time and energy and you just want to get the damned thing out. Been there, done that. However, doesn’t do us much good to blast out stuff if it ends up ignored or, worse yet, marked as spam. And, remember, what you think is endlessly fascinating may not be to your audience. (I could go for literally days about my life, but…) More from the archives: Three subject lines that will kill your email campaign.
2. Tweeting for the sake of tweeting. So, you’ve got thousands of followers, which (I hope) you didn’t buy. That’s cool. However, have you done the ROI analysis? How much time do you spend tweeting that could be spent talking to real live customers or prospects? Maybe even closing a deal?
3. Focusing on quantity versus quality. Getting likes or even going viral on YouTube or other platform can be very gratifying for our egos and downright fun. But, where’s the money? Ego strokes and fun stuff doesn’t automatically translate into quality relationships that will lead to more value (in life and business. Do not get me started on “speed networking” or “speed dating.”)
The Value List
1. Crafting an eletter to the audience (with action points) ...who actually request it. It’s funny. Everything old is new again (A Twitter co-founder is now involved with blogging as the next “new thing.”) People are coming back around to email marketing. It’s tough to get much across in 140 characters, especially if you use hashtags.
2. Using Twitter as a communication tool, with focus. If your web site is down or you’ve got service or product glitches, you can issue updates. Zendesk does this well. Short, sweet and to the point. Twitter is also a great tool for artists, entertainers, restaurants…brew pubs, art galleries, museums. Right now. What’s happening. Join the party!
I also recommend Facebook…for some. Locals building community, spreading the (happy) word, etc. We have shops, food trucks and restaurants here in Albuquerque that do a great job of this, but it’s also obvious they put a lot of work into it.
All that said, however, you still have to know your audience and deliver some value. And that value differs dramatically based on the readers’ state of mind, locale and attention span. The same person can have different perspectives (and buying hot buttons) in a day. Not one size fits all, all the time.
I’ve personally pretty much dropped out of Twitter (again) since: A. I get most of my biz through repeat clients and referrals. I’ve gotten a few clients “cold” over the years, but when all was said and done, I actually lost money on the gigs. All that time in marketing online didn’t translate to truly valuable relationships. B. Sorry, but, as Tina Fey observed once, a lot of tweets are - well -boring. But that’s me (see above about different people, different perspectives.) If Twitter works for you, great! But the operative word here is “works.”
3. Following up. You’ve made a connection! Someone has actually contacted you about your service or product. Respond NOW! Stop FBing, tweeting, texting to the faceless masses and build a real relationship (which, of course, can be done, at least partially, through texting. )
And, maybe, just maybe your connections would be more valuable if you focused more on customer retention than new customer attraction. (Costs less, more profitable.) But that’s a post for another day.
More related posts from the archives:
“Everyone Knows” (Not) From 2007—re:re:Fw: emails. Yup, they’re still out there. As are “free” white papers from companies that want everything but my shoe size and weight….and so on and so forth.
What Everybody Doesn’t Know About Email
Contact Mary Schmidt Today!
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