Does it make sense to serve your consumers content they’re not interested in? Of course not. So quit spamming them. Just because someone loves beer, doesn’t mean they love all beer. Just because someone loves music, doesn’t mean they want to know about every album release. And just because someone bought one of your products, doesn’t mean they want the rest of them. Whether it’s through social media, direct mail, or email, give them exactly what they want, when they want it…or risk losing them.
And that, ladies and gentleman, is today’s marketplace. The consumer has the leverage, not you. You’re expendable. Fifty years ago, lack of choice funneled all of the power to the handful of options that existed in a given industry. Today, if you’re not delivering precisely what the consumer wants, someone else will and fast.
Beer geeks are not interested in deals on Coors Light, so stop tweeting about it or they’ll unfollow you and follow someone else instead. Fans of punk rock don’t care about Kenny G’s latest album, so stop sending emails about it or they’ll unsubscribe from you and subscribe to them. If your brand serves multiple audiences, having a single channel to communicate from is a recipe for retention disaster. Fewer social media accounts to manage might be easier for you, but it’s a bad experience for them. And that’s what matters.
