Recently, we spoke with a small start-up business who had upwards of 50k followers on Instagram and Facebook. They had amassed a small army of brand evangelists whose love for their brand was evident by their level of engagement. Although the brand had a great grasp of their customer and had built a regular and repeatable campaign that rewards them with the type of content that they love, that is where their efforts stopped. This made us ask the question: What is the right balance of content to marketing? How do you navigate adding a transactional component to a relationship built on a common enthusiasm or interest without turning your audience off?
Here’s a few tips to help:
- Reward with exclusivity - Provide your followers with access to exclusive offers, insights, and information only available to those who have chosen to interact with your brand. Do you have a new product release you can give them early access to? Is there a special deal only for them?
- Determine the right ratio - Determine a ratio of content to marketing. Start with the 80/20 rule as a baseline and then determine what is most appropriate for your audience.
- Listen to your audience - Whether you’re using data and analytics, reading user feedback, or talking to them one-on-one, it’s important to listen to what they’re saying. This will help you deliver both better content and the right type of marketing message in the proper ratios to keep everyone happy.
There is nothing wrong with building a deep and authentic connection with your customer around your brand. It is exactly what most businesses should strive for. However, you owe it to yourself and to your customers to reward them with something more.