Is there anything more thrilling than getting a ton of brand new fresh leads? Whether it’s through an increase in the number of Facebook fans, Twitter followers, or e-mail newsletter subscribers, it still gives businesses the hope and promise that one day they’ll be able to make more sales and make some profits.
But then a lot of these businesses begin to notice that… wait a second… they have fewer Facebook fans… less Twitter followers… and a ton of leads unsubscribed to their e-mails this week. What gives?
Losing subscribers is bound to happen, but when it happens in large numbers and with little to no sales results, it can be downright frustrating. Wondering why you’re losing out on leads? In a nutshell, people stop “liking”, following, de-fan and unsubscribe because the brand is delivering their communications:
- Too frequently
- THEY’RE BORING
Frequency is required to some degree. But when you’re sending out stuff that’s frequent AND boring? That’s where you’re losing your leads. Your brand shouldn’t be a snore, nor should what you have to offer.
Also, be sure to check out our FREE eBook “How to Generate Leads From Your Website.”
An in depth study was released last year called “The Social Break-Up”. This study surveyed just under 2000 consumers and attempted to find the reason why people’s online behaviors changed, such as unsubscribing from e-mails and removing themselves from a company’s social media circles. Here are some key points that I found particularly interesting from the study:
- From 2010 to 2011, over 3/4 (77%) of consumers have reported being a lot more cautious about providing their e-mail address.
- 71% of consumers say that they are now being more selective when “liking” a company on Facebook.
- 51% of people think that a “like” will cause them to receive marketing communications from brands, while 40% did not and do not believe that a “like” should result in any form of marketing communications.
- 81% of consumers that initially “liked” or included a company’s post on Facebook have now “unliked” or removed the company.
- 41% of people have “unfollowed” a business or company on Twitter.
- A whopping 91% of consumers have unsubscribed from opt-in marketing e-mails.
Where Am I Going Wrong?
Looking at these numbers alone, with there being close to half of people (40%) not expecting or wanting marketing communications from a company, you can somewhat expect a percentage of those 40% to unfollow, unlike, and unsubscribe once they see your first couple of marketing communications. But you don’t have to lose all 40%, nor any of the others either.
Retaining E-Mail Marketing Subscribers
Let’s first talk quickly about e-mail marketing. Here are some common errors with email marketing:
- The e-mails are too sales-focused.
- The e-mails don’t focus on the needs of the customer.
- E-Mails are sent either too frequently or too infrequently.
- They’re boring.
- They offer nothing to your lead.
Do you really think that your leads constantly want to be bombarded with messages about how wonderful your product or service is? No way. Here are some ideas to change your e-mail game up:
- Include different media, like pictures and video.
- Give them free information that is relevant to your niche, or to your lead’s main points.
- Throw in contests and surveys.
- Keep your e-mails consistent in appearance (i.e. use your brand’s coloring and designs).
- Send e-mails only every 2-4 weeks.
Retaining Social Medial Subscribers
While all social media platforms are slightly different in nature, one thing is for sure: you have to mix up your media. You don’t want everything to be about you and what you’ve got to offer. Offer stuff to your leads, too! Free eBooks, webinars, tutorials, contests, giveaways… these are things that will keep people interested and coming back for more.
And don’t forget to ask people for their own opinion and take on things that you’re thinking about. Social media is all about communicating with your customers. If all you do is post, and post, and post without talking to people who are giving you input, then no one’s going to want to stick around.
You won’t be able to retain every potential lead, but you can retain a good portion of them. Remember to engage with your customers and offer them things that are of benefit to them rather than preach about yourself and your business.
If e-mail marketing & social media is something you are interested in but are having trouble getting started, contact us today to schedule your free marketing analysis!