Dating & Digital Marketing Have More In Common Than Putting Your Best Foot Forward
These dating faux pas (read: sketchy behaviors) are also No-No’s when it comes to digital marketing. Without further ado, let’s let the cat out of the proverbial (catfishing) bag!
Dating and marketing, particularly the digital variety, have more in common than meets the eye. What happens if we spin these dating don’ts into bad marketing strategies? What would these tacky tactics look like in the marketing world?
Catfish(ing) Is Only Good Fried and Served With Fries
Have you ever seen a too-good-to-be-true product online and thought, Might as well?, entered your payment info, and waited for its delivery like my dog waits for his kibble? (That is, drooling and excited.) When it arrives (if at all), it’s a taunting shell of what was promised. You feel disappointed, lied to, and, if you’re honest, a bit silly. Why did you take the bait? What just happened?
You, my friend, have just been catfished.
Catfishing is when you “deceive (someone) by creating a false personal profile online.”
Yes, it’s so common that it’s in the dictionary. This “false self” is usually tailored to the target audience’s taste, making the deception hit extra close to home. You end up feeling like ⬇︎.
In the dating world, it’s the same story. You’re talking to a sensitive, kind, successful model online, and when it’s time for that first in-person date, you’re drinking alone at the bar or find yourself with a rude and underwhelming blob.
When marketing your products or services, be careful you don’t leave your customers feeling the same way.
Catfishing is particularly prevalent on Instagram and other social platforms. So when it comes to digital marketing (and dating), honesty is the best policy. Be specific and honest about who you are, and make the customer experience a positive one. That’s it.
Ghost(ing) Is a Great Guilty Pleasure Movie, Not So Cool as a Dating or Marketing Trend
This one’s pretty self-explanatory. You’ve been talking to someone for a while, maybe even gone on a few dates, then suddenly — radio silence. You’ve just been ghosted. What gives?
Ghosting is “the act or practice of abruptly cutting off all contact with someone (such as a former romantic partner) by no longer accepting or responding to phone calls, instant messages, etc.”
But what does that look like as a marketeer? How about when you “court” your customer like crazy at the beginning, showering them with attention, good customer service, and regular contact. Then after they’ve contracted your services, you drop off. You disappear to search for the next round of new clients.
Don’t let short-term thinking erode long-term planning.
Let me put it this way, Barney Stinson was wrong. New is not always better. If you focus all your efforts on getting new clients, you’re missing the big picture. Existing clients, who order more than one product, are more profitable than taking on new clients, who, on average, imply an initial loss. So try to find some balance. Juggle attracting new customers and keeping existing ones happy. They won’t feel ghosted, and your brand’s reputation stays intact.
Breadcrumbing Can Only Lead to Tragedy (Look At Hansel & Gretel)
This one might be the most unfamiliar on the list. We all know what happened when Hansel and Gretel followed the breadcrumbs to the witchy witch’s house, so what does it mean in terms of dating?
Breadcrumbing is the activity of sending brief and sporadic messages, digital morsels such as short text messages, Facebook posts, or Instagram likes, which indicate that you still like someone, when in reality, you’re unlikely to meet up with them ever again, let alone pursue a full-blown relationship with them.
When you’re on the receiving end of this trend in the dating world, you keep getting communications from your potential significant other, but it goes nowhere. Still, you hold out hope. And in marketing?
The breadcrumbing of digital marketing is inconsistent messaging. Please don’t do it.
It leaves your customers frustrated, confused, and unlikely to do business with you. So how can you improve if you’ve been unintentionally dropping crumbs here and there? Marketing automation programs are an excellent way to get consistent messages out. Combined with personalized touches (hello, knowing your customer), and some unique content, and you’re good to go.
Orbit Gum Is Refreshing; Orbiting Is Halitosis
Bad breath, noncommittal interactions on social media, and unsolicited marketing materials are three peas in a pod. But at least the first is unintentional (sometimes).
Orbiting is when “you are no longer speaking, texting or seeing each other, this person may sometimes favourite your tweets, like your Instagram posts or, worst of all, not like anything at all, but maintain a lurking presence by watching every single one of your Instagram stories.”
They like your posts and send impersonal messages, but they have no interest in picking things back up. The relationship has run cold. Still, you can’t shake the feeling, you always feel like…
When it comes to your brand, don’t spam. Think permission marketing. It not only builds a sense of trust with your consumer, but it also gives them a sense of agency regarding the content they receive. Don’t shut a potential customer down before you’ve begun by sending unsolicited marketing materials. Get their permission first by:
- Getting their attention (first contact)
- Informing them of your brand, step by step
- Offering an incentive
- Being grateful– thank them for their time
- And then you can…cut a profit
What About You?
What dating or marketing tactics rub you the wrong way? Is there something you can’t seem to get a grasp on? Don’t stress. Staying away from the things on this list is a good start.
If you have doubts about your brand, content, or copy needs, reach out to Two Red Crows. We’d be happy to sift through the “dating pool” with you to get you matched with the right customer, and get your brand on track to true love.
Why is our campaign called Going Somewhere, SEO? We’re glad you asked. The whole point of your blog is to land up on the first search engine results page shouting, Pick Me! Pick Me! Sadly, blogs without SEO are going nowhere, simply because Google won’t find them. Our articles are driven by SEO. Occasionally they ask, Are we going somewhere SEO? The answer is always, Yes. What about yours?
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