Quick vid about Why it is important to focus more effort on the people that are actually your customers.
By focusing more on delivering the content your actual customers want you will get far better returns. Not worrying so much about the people that are not your customers and what they think will save you a ton of time. Who cares if people got onto your list or followed you on Twitter and leave because you post about your niche. Move on. Quite pandering and explore the marketing edge a little more.
People that opt in to your mailing list, follow you, friend you, subscribe or whatever want what you have to offer. If some get bent out of shape move on. You probably didn’t want them as a customer anyway because they were not picking up what you were putting down.
Focusing your time and effort on making things more interesting or efficient will greatly increase your bottom line. Worrying about the next blog post driving people away or leading to unsubscribing does not matter as much. Focus on your goal not on the people that opted into the wrong list.
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This also follows the line on about the idea that the majority of income comes from existing customers vs. new customers. Also the fact that it's much easier/cheaper to maintain existing customers vs. finding new 'quality' customers.
So your example is great with Twitter, the tweeps that stay are the ones actually producing, and the ones that leave do not matter.
Nice post!
hanji
Right on the mark Josh. In my offline business, we call them "net promoters" ..these are the people that are outspokenly loyal to us as customers.
But more importantly is the idea that tweeting about your product will piss people off. Like you said, if they follwed your jewelry store what the heck did they expect, tweets about steak and lobster? LOL
This same thing can be equated to blog mailing lists. If you sign up to an MMO bloggers email feed, don't get upset when he pitches you a bunch of ebooks and software.
AL
@Hanji – So true. They are your customer for a reason, because they trust you. For that reason alone you have the ability to engage in more business due to not having to win anyone over.
@Allyn – "net promoters" are awesome. Where would anyone in business be without any net promoters to help pass along the amazing experience they had with you. With the jewelry or MMO niches people tend to flock towards then vs run away even if they are being pitched to all of the time. It's simple they want to be in the "know" about things happening and it is worth the abuse to have that.
I am working with marketing in Denmark and is searching for inspiration in the digital world. Thanks for inspiration
I 100% support those folks on Twitter who tweet their products, their blogs, their cats, their business. I would follow the jewelry store if that were my interest. I say Tweet the crap out of yourself. If the jewelry store started re-tweeting Tony Robbins self motivational BS, I would unfollow the jewelry store.
Do you have any way of knowing what kind of conversions from Twitter to actual business of the jewelry store? Those would be cool stats to hear, but it may be too confidential for you. I think business can make some coin from Twitter. I also thing Social Media Twitter is a dead end for most people. I say the more people you piss off, the better off you are. Get down to the core group that really matters.