She “likes” you, just don’t get carried away
To illustrate my point, I will use romance as a metaphor for marketing. Most of the time you wouldn’t expect someone that smiled at you to agree to marry you five minutes later. Yet, marketers do that all the time. They succeed in getting initial attention; a “Like”, and immediately move to close the sale. “She likes me on Social Media, that must mean she is totally into me, my company and my product, so I get to blast her relentlessly with aggressive sales messages!”
Marketing, like romance, is a process, and it usually takes time. It’s not smart to try to rush things. When you’re on the receiving end of an aggressive approach, it doesn’t feel good, does it?
Getting your customer to “Like” you on Facebook or even opt-in to your text message or email list is a good first step. That doesn’t mean she’s necessarily “that into you.” She may have subscribed on impulse. As a matter fact, the majority of the people who join your opt-in list or pay a visit to your social media page fit into this category. They are simply passive observers and will never become marriage candidates.
The path to deeper engagement
How do you help your subscribers and social media followers move along the path to deeper engagement? Simple – you just try to be as interesting as possible, and maybe – just maybe – you will succeed in moving the relationship to the next level. Treat your opt-in subscribers with the same good manners and humility in your text and email messages as you would if they were a romantic interest standing right in front of you. Address your opt-in subscribers by name using personalization features (yes, Permisio can do that) for starters. Then, script your messages in plain English, not marketing shorthand. Actually talk to people rather than talk at them. Make the effort to craft messages that are interesting and compelling. Yes, this often means using MMS – Multimedia Service format, which requires more message credits (3 credits vs 1 credit). Trust me, it’s worth it, and you can also insert a photo into your text messages that way.
It’s the difference between asking: “Hey you! Do you want to get married? I have 6 toes on my left foot and I drive a Lexus”, and the more subtle: “It’s great to meet you, Nancy. Can we talk for a moment? I’d really like to get to know you better.”
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