P.S. I Love Your Digital Marketing Strategy
What does online dating and digital marketing have in common? A lot, apparently! Here’s how to play your cards right to get your customers to swipe right on your brand.
For better or worse, technology has changed society’s behaviours – impacting work, public transport and yes, even dating. And with the plethora of dating apps available on our mobile phones, it’s sometimes just a matter of swiping potential suitors either away or towards you based on a quick first impression.
As a digital marketer, I can’t help but find parallels between online dating and digital marketing. While on the one hand, digital has made it easier for brands to stand out, the saturation of brands vying your attention on these platforms has made it harder to make a good impression, and quicker for people to ‘swipe right’ – if you will – on your brand.
Most of us would have had our fair share of dating (or struggling) in this digital age. We fuss over crafting the perfect profile – “Does this picture make me look desperate?” “Does my bio show off my immense intellect?” Funnily, in the same way that we agonise over how we present ourselves to facilitate a more meaningful connection, so, too should we be putting in the time and effort to contextualise our digital strategies and content to suit our target market. So, in the Valentine’s Day spirit, here goes a quick breakdown of what some common online dating gripes can tell us about digital marketing.
The one who’s too good to be true.
It’s not uncommon for expectations to come to a crash when we meet our potential Romeo or Juliet in the flesh. This happens because of a tendency to oversell on these platforms. Sure, that photoshopped six pack might draw eyeballs, but failing to deliver is just plain disingenuous! The same goes for digital marketing – never oversell your brand. A brand’s persona should be authentic to its own selling point and values. According to Crowdspring, an online marketplace for crowdsourced creative services, “91% of consumers are more likely to buy from an authentic brand than from a dishonest brand.” Once you’ve established your brand identity, ensure that it is consistent across all platforms, then focus on crafting content that authentically storytells your offering anchored on that brand identity.
The one who talks about themselves too much.
Have you ever found yourself on a date with an eager conversationalist? It’s going great because pressure’s not on you to drive the conversation. Everything’s good until you begin to realise that all the person ever talks about is themselves!
Believing wholeheartedly in your brand is great. But you need to know how to make it more about you and at the same time, bring value to your audience. That starts with listening first. Before you get excited about content and platforms, start by studying customer data and research to track user behaviour on websites and social media platforms. Utilise that data to understand, segment, and engage your audience to build that authentic relationship and loyalty.
Be a good date by striking the right balance between talking and listening. If you talk, but do not listen, you may be unaware of the changes in market behaviour and fail to understand your customers’ changing wants and needs.
The one who ghosts.
We often hear about “ghosting”. This is when the person you’re talking to actively engages in conversations with you and just when you think things are really hitting it off… poof – they’ve disappeared. They’ve unmatched you on dating apps and blocked you on all social media platforms and communication applications.
One of the age-old rules in sales is to follow-up and follow-through. When it comes to email marketing, according to HubSpot, 75% of potential customers will stop engaging with a brand in the first week of customer onboarding. Mapping out a framework for your customer online onboarding programme is imperative for customer retention. The first welcome email sent out should be kept brief and focused on the goal of your brand. Make it a personalised experience for your customers too by tailoring the messaging to cater to their needs. Customers tend to lose interest halfway through their onboarding process. So, it is important to be with your customers every step of the way. Walk them through the onboarding process, disseminate information about your services or products accordingly, and reconnect if you don’t hear back from them.
If you’ve nailed the onboarding campaign, kudos to you! Don’t forget to keep forging a positive relationship with them by staying in constant communication post-welcome email. This is where email marketing plays a huge role in keeping customers updated with the latest news and fresh content to keep them interested. As you continue to understand your customers better, keep revisiting and reviewing your onboarding process.