This blog is sponsored content from a BIMS sponsor: Knowledge Marketing
We’ve all heard the “it’s not you, it’s me” line before and it usually comes right before a breakup. And, it’s typically not a very believable reason for the breakup in the first place. But, what happens when there isn’t a conversation and the relationship is just over whether you like it or not? This is called ghosting and it doesn’t just happen in dating – it can happen with your audience members, too.
Back up…define ghosting. Ghosting is the act of suddenly ceasing all communication and engagement with someone, including but not limited to businesses, prospects, romantic interests, etc. For our purposes we are focusing on why audience members ghost businesses. We’ve outlined five reasons why your audience has left you high and dry and what you can do to avoid future paranormal activity.
1. You are executing on bad data. One of the biggest reasons your audience may be ghosting you is because you are sending them messages that they aren’t interested in. If the data you are executing on is incomplete, siloed, and disorganized it’s likely you are sending the wrong messages to your audience members. A big turnoff for a lot of people is receiving product suggestions that don’t align with their interests or past behaviors. If an audience member feels you don’t know them or you are treating them like just another name on a massive list, they will move on to a business that provides a more personalized experience.
2. You are fatiguing your list. If you are following the batch and blast method of email marketing and are bombarding your entire list time and time again without the resources to personalize and segment, your audience is going to start ghosting you. People want to feel special and they want businesses to treat them as individuals. If all audience members get all forms of communication, the recipient will feel like ‘just a number’ and will move on to someone else that will make them feel special and won’t wear them out.
3. You’re Inconsistent. People want to engage with businesses that share an interesting story that they align with. Creating consistent messaging from a singular voice creates a strong identity – a brand that people want to follow. If you’re sending mixed signals and haven’t established who you are and what you are all about, your audience members are going to be confused. Confusion does not equal confidence, and audience members are attracted to companies that know who they are.
4. Your audience is always evolving – you should be, too. We live in a fast-paced world where audience members are more informed than ever before. People get bored quickly and they expect you to grow, evolve, and keep them entertained. If you can’t keep up with your ever-changing audience, you’re setting yourself up to be ghosted. You should always be aware of what your competition is up to and most of all – what your audience members are interested in.
5. Your content no longer interests them. If you put out the same content and you use the same formula over and over again, you are going to lose the interest of your audience – they are eventually going to get bored. You need to analyze your audience insights and get creative with content. This is where the power of organized data, personalized and targeted messaging, a brand identity, and constant evolution come into play. When you show your audience that you can provide diverse content in interesting ways, they’ll be hooked and will always be excited to see what you come up with next. Believe me, nobody has ever ghosted someone because they are too interesting!
Ghosting is a phenomenon that isn’t going to go away, but there is a lot that you can do to influence it. You won’t be able to save everyone, but by establishing a list of best practices you and your audience can live happily ever after together.