One of the biggest mistakes some marketers make is blanketing their customer database and subscribers with the same messaging. One size usually doesn’t fit all, and doing this causes some of the messages to fall on those proverbial deaf ears. It’s not only a waste of resources but also a turn-off to customers whose interests lie elsewhere. The difference often rests in different databases.
People who sign up are attracted by what they might expect in the future on a topic or product they’re interested in. An example is content upgrades that offer people who subscribe to free advice or information. They’re not necessarily ready to buy, but mainly curious. This group needs nurturing before being pitched. Brands need to build trust and maintain customer confidence first. Companies that continue to deliver value over the coming weeks and months are more likely to make that sale than those who immediately flood customers with a spiels cascade.
Existing customers, on the other hand, are different. They’ve demonstrated their interest by purchasing the brand and have likely shared more information about themselves than new subscribers. Their database should be rich with useful information. Astute marketers tailor their messages based on past buying history and what they’ve learned about their customers’ likes and preferences in pursuit of the next level, a loyal customer.
Ever notice how an audience is enthralled by high wire acts at the circus or magicians? Suspense heightens interest, and the same is true when converting subscribers into customers. How about emcees or comedians who engage their audiences? Inviting and encouraging participation is also a powerful tool. Ask for comments and suggestions as these can be barometers of new or budding interests to be addressed.
Think of subscribers like a first date. It’s a time to get acquainted and certainly not an occasion to extend a marriage proposal. It’s a time to learn more about the person and begin cultivating a relationship to determine if there are indeed mutual interests and values.
Companies that offer a variety of services or brands need to identify subscriber interests and tailor future messages to maintain that interest. Think of it like that second or third date where discovering another’s food tastes leads to dinner at his or her favorite restaurant.
Think of subscriptions as lead generators or a dating site. The potential to forge a long-lasting relationship rests in the second, third, and fourth dates. Companies that invest the time and attention on subscribers will see greater success in converting them to customers.
Listen to subscribers. Companies that do have a better chance of converting them into customers and even launching new initiatives that meet demands. BuzzFeed, an internet media and entertainment company, for example, learned that many of its subscribers like cooking. It introduced Tasty on Facebook five years ago and now has more than 100 million followers. Its first three cookbooks sold more than 800,000 copies, and a fourth was released last November. As a result of listening and responding, Tasty’s now one of BuzzFeed’s major revenue streams.