Chambers frequently refer to “membership” as an investment for businesses. Growth is the objective.
But are there things you’re doing that are holding members back or annoying them?
Here are three marketing trends I’m seeing businesses adopt more frequently. At first glance, they seem like a good idea. And they are when used in moderation.
But when examined closer, and used too often, they are negatively affecting customers. If you’re doing the same, you might want to rethink these practices.
3 Things You’re Doing That Annoy Your Chamber Members
Asking for Ratings too Often
More and more businesses are obsessed with customer service, as they should be. But this is translating into a very annoying tendency to ask everyone what they think constantly. Stay at a hotel, get a survey. Order from Amazon, get a survey. Visit a website, get a survey. All of this is happening in order to increase ratings and reviews but it’s coming at the cost of customer experience.
If you’re going to do this, find a way to make it more enjoyable. After all, you may only send one survey a year but every business your members are doing business with is likely doing the same.
That’s survey overload.
Offer your members something or use a 1-question analysis that allows you to get the info you want without being annoying.
Tagging People Who Aren’t Interested
Tagging people on social media posts is great if they’re in the pictures, have a vested interest in the post (like it’s their project), or they’ve asked to be a part of it. But some businesses are getting tag happy and tagging people who have nothing to do with the post just because they want to ensure that the person (and all of their friends) sees it.
Keep your tags to a minimum for those who are invested or interested in the post. Don’t play into Facebook’s scare tactics and risk annoying your audience. Instead, educate them on how they can see more of your posts by adjusting their preferences.
Messaging or Texting Too Much
Facebook Messenger and texts have a 90% (or higher) open rate. That’s what makes them excellent marketing tools.
On the other hand, a good email open rate is around 20% (a good one!). Businesses send multiple emails because they assume most people don’t get the message, like a child calling “mom” over and over because she doesn’t drop everything immediately and answer them.
If you use these same repeating tactics in texting and messaging, people will tire quickly. With these mediums, you have to assume they saw what you sent more often than is the case with email.
If you send the same thing over and over, people will stop reading your texts or messages or worse, block you.
Again, these aren’t chamber practices but things I see businesses doing often. The theories behind them are good but the implementation misses something. Don’t let this happen to your chamber and your chamber members.
A must read for all Chamber Professionals...