A written form of communication to subscribers. How to make an original greeting in a VK group. I had to work with someone else's database
The Basics of Communicating with Your Customers
In order for a user to subscribe to, you usually need to fill out two lines - name and email or phone number. Questions arise with the second field, but very rarely, only if the client in a hurry gets confused with the symbols. But what a surprise awaits the sender when he looks at usernames. What you won’t find here: nicknames, nicknames, a set of numbers and letters, spaces or even obscene language. Of course, it is best to address subscribers by name, but this does not always work, and for various reasons.
What to do, if:
No names or segmentation
I think there’s no point in talking about the importance of personalization again, but let’s get right down to business.
We have our own database, but no one has worked with it for a long time
Try to “resurrect” your subscribers. Write an email letter of repentance with a proposal to update your data and subscription to the newsletter, indicate the reason for your long absence and what good the subscriber will now receive.
Effective email marketing with eSputnik
Registration
I had to work with someone else's database
Think about who you are first: a spammer or a company that cares about its customers. We are categorically AGAINST email newsletters to purchased databases, but there are cases (for the same managers or copywriters) when there is no choice and we have to work with such contacts:
1. If this is a partner base, it is better to ask partners to send an email newsletter on behalf of the company, asking clients to subscribe to your news and updates.
2. If this is a “left” base, you need to send out invitation letters for registration in small portions (~50 per day), with a link to where did you get the contacts from?. After the results obtained, it will be clear how best to work with this database and whether it is worth it at all.
Someone else's base is a rather dubious experience. You can get so tired of this that it’s easier to assemble your base. Let it be slow and leisurely, but it will be much more effective.
According to the contact database, everything seems to have become a little clearer. And another fair question arises:
What is the best way to address yourself in letters: “You”, “you” or “you”?
Let's turn to school and generally accepted spelling rules. The pronoun “you” in a sentence is written with a capital letter:
if this is a specific and respectful address to a familiar person: Congratulations...,
in texts with a personal address to a stranger: questionnaires, questionnaires, etc.
in phrases: Your Majesty, Your Highness...
The last option, I think, is better not to apply to clients - it’s too much ;) But the use of the first two forms of address depends on a number of reasons, and primarily on the type of letter. In official letters from a lawyer, bank or commercial proposal, “you” will be inappropriate, just as if clients indicated their first name and middle name in their contacts. But for a website, blog or any appeal to a circle of readers, the generalizing “you” sounds good.
Reaching out to your followers shouldn't make you feel inappropriate. If you have any other doubts about your application:
Add the optional "Middle Name" field to the registration form. If it is filled out, it is obvious that the person wants to be addressed as you.
View the age of your followers.
In the first letter, suggest a questionnaire on how best to contact the client
Add, like on Ozon, the ability to choose how to contact yourself in your personal account:
- Write right away in the welcome letter: “Let’s switch to “you”.” By communicating on a first-name basis, you can quickly get closer to a person.
And don't forget to check your contacts before sending.
An example from my email from a popular company:
Agnia Elagina
It's hard to remember that I registered somewhere under that name. Nevertheless, such letters came and were incredibly annoying. Perhaps this was a deliberate move to get the reader to log into the system and leave their real data, or maybe they were simply mistaken.
That seems to be all for today.
Develop one style of address in a series of letters. Treat your clients with respect and they will let you know how best to communicate with them;)
Alena Grigorieva
Small brands promote themselves on Instagram haphazardly. They register an account and post photos of the product with monotonous calls for purchase. Subscribers get bored, they don’t pay attention to the brand’s posts, and the same friends of the entrepreneur comment on them. This is how the belief appears that Instagram does not sell.
Among my friends, there are no people who come to Instagram to shop. They go for inspiration, benefit and relaxation: they open the application, have a good time, close it. For a social network to help your business develop, communicate with your audience, maintain your account with passion, and be helpful.
Today you will learn how to engage subscribers, establish contact with them and receive comments on publications. Read if you feel like you are talking to yourself in your account.
I. Materiel
In June, the feed generation algorithm changed. Now the user more often sees publications with the author of which he has a long and strong connection with likes and comments. The more people comment and like a photo, the more people will see the post. Higher engagement means a higher probability that the next publication will attract more attention. More coverage means a larger circle of potential clients.
Analyze your account and think about why you need to communicate with your audience and bring them into dialogue. For example, to create an image of an open and friendly company, or to study the audience more deeply, or to collect information to improve the product. Write down one specific goal.
II. What to talk about
Post topics should be directly or indirectly related to the product and interesting to the audience. To get subscribers to talk to you, show your expertise and understanding of the subject.
- The stylist will write about color combinations, wardrobe examples for each season, mistakes when combining tops and bottoms, and rules for effective shopping.
- The creator of custom diaries will publish tips on time management and goal setting, describe techniques for keeping a diary, and provide an overview of the accompanying office supplies.
- The psychologist will talk about relationships with family and friends, methods of self-help in a difficult situation, and advise how to deal with depression.
An interesting post does not guarantee that the audience will actively participate in the discussion. Before writing a post, ask yourself questions:
- What idea do I want to convey to the audience?
- How is this post useful?
- What action do I expect the audience to take after reading?
This approach will exclude posts that are written in order to publish at least something. Each publication will have a purpose and benefit.
Start your search for topics by studying competitor profiles. Find out which topics resonate the most on their accounts and get a lot of comments.
Search forums in your field and write down the questions that come up most often. Explore what worries potential customers and causes misunderstandings.
Add to the list topics that you are willing to talk about a lot and for a long time, because you understand them best.
In practice, you will quickly understand which topics are truly interesting to your audience. In the future, add to the list, get rid of non-working topics and test those that were abandoned earlier.
III. How to say
Now that you have a sense of purpose and a list of topics, move on to engagement. I have come up with five techniques that are used in popular and small accounts.
Questions
The most common technique. Open questions - for detailed answers and closed questions - for short ones, simple ones - for a quick answer and more complex ones - for reasoning. Test each question type. This will help you know if your audience is ready to answer deep questions and engage in discussions.
Formulas for audience questions:
- history + question on the topic;
- personal opinion on a certain topic + a question about the audience’s opinion on the same topic;
- permanent section of questions + the same or new question within this section.
Questions and audience reactions
Seeking advice
People like to feel useful, so they are willing to give advice. Some subscribers always respond to calls for help. The rest either do not read the texts and do not see the request, or do not understand the question, or have already seen their thought in someone else’s comment.
Formula for asking subscribers for help:
description of the situation + specific problem + interrogative request for advice.
Asking for advice and audience reactions
Games
Remember the main goal of ordinary Instagram users? Open the application, have a good time, close the application. Games help make the second stage of the chain easy and relaxing.
Formula for the game:
theme suitable for the account + easy conditions for inclusion in the game.
Game approach and audience reaction
Marathons
Marathons on Instagram became popular a year ago. Experts and bloggers conduct marathons on style, weight loss, mindfulness, writing, relationships, promotion on Instagram and remote work.
Conditions - a topic corresponding to the account, free useful content and a clear procedure for participation. It would be good if there were prizes: they would motivate subscribers to join the marathon.
Competitions
Now they are causing less excitement than a year and a half ago, but they are still working and attracting interested participants.
The terms of the competition must be clear and simple. Here you can’t do without a prize: reward the winner with your product, a discount or gifts from partners.
Questions, requests and games work even in small accounts. Start a gradual dialogue with the audience. Be not a product, but a person who talks about the product. People communicate with people, not with abstractions.
Marathons and competitions work when there is an active commenting and interested audience. Conduct them alone or find partners and sponsors for information support, joint organization and prizes.
Assignment: come up with one activity for each technique.
1 question.
2. Seeking advice.
3. Game.
4. Marathon.
5. Competition.
Conditions: appropriate topic, useful or entertaining for the audience, clear expected action on the part of the audience.
Depending on how active your followers are on your account, try one of the engagement techniques this week.
IV. What to remember
They won't talk to you the first time. This is fine. Ask simpler questions, engage in dialogues on subscriber accounts and popular bloggers. Over time, the number of comments will increase if you are active and consistent.
People want attention. Reply to your followers' comments after you've invited them to dialogue. Otherwise, it becomes a question for the sake of a question, where it doesn’t matter what others answer. And others also want attention and communication.
Honesty is attractive. Be honest: be interested in the opinions of your followers not because of the Instagram algorithm, but because you are sincerely interested in knowing who your audience is and what they think.
Likes, comments, sales and simple pleasant communication to you!
Alena Grigorieva hosts "talking" Instagram, develops the community "
But for a group to be interesting to users and attract the attention of new subscribers, it must be active. And for this purpose, adopt a dozen simple but effective ways to stir up your subscribers.
Ask
The easiest way to increase activity in a group is to constantly ask your subscribers for their opinions. This doesn’t always work right away, but over time, users will get used to communicating and will easily make contact themselves.
Post polls
These could be comic polls on the topic of your project, or trending opinions on the topic of the day. The main thing is that they are understandable to everyone and do not require much time to choose an answer.
Arrange "battles"
Find any pair of antagonists: Mickey Mouse and Donald Duck, Mercedes and BMW, and find out who has the most supporters among your subscribers. Just don’t start a confrontation between iPhone and Android - this is as old as time, and everyone knows that fights cannot be avoided))
Conduct express competitions
For example, a competition for the best title for an article, or a comment for a photo. Gifts can be purely symbolic, for example, place the winner’s photo on the group’s avatar for a couple of days.
Play Association
Post part of a photo and ask them to imagine the whole frame. Then show people the original and decide the winner.
Announce all results
Always write a separate post based on the results of any activity - polls, battles, riddles, etc. Let it be beautifully designed, then the individuals mentioned there will most likely want to repost about their, albeit small, victory.
Ask questions when posting photos
Find out in what city or what time of year this photo was taken, ask to determine how old the photo is.
Ask directly to repost or like
If you don't make a habit of it and use this move only occasionally, it will work. Don't forget to add a colorful image or a relevant meme.
Write lists together
Lists and collections are a very effective type of content that users love. They carry a lot of information in a compressed form and are often reposted. Publish your intention to make a list: the best actors, the most beautiful cars, status parties, etc. And ask subscribers to suggest options. If the list is negative, then most likely there will be more comments.
Create suspense
Write that a great idea has come to you and you are ready to implement it. Describe it in a few words. For example, “this will be useful to all subscribers and will make access to the service even easier.” Let subscribers guess what it's about. This will not only increase activity in the group, but will also give you some thought, making it clear what the audience really wants.
Celebrate round dates
1000 subscribers, 150 reposts of one post, etc. Give gifts, write beautiful posts. Let your subscribers feel the atmosphere of celebration and joy in your public.
Create traditions
It sounds a little pretentious, but traditions that will be associated only with your public page will increase user loyalty. It could be something simple but delicious. For example, congratulate the winners with a certain set of emoticons, and each time with a new cheerful song. Or create “musical subbotniks” and invite users to send their favorite music to compile new collections.
The main thing is to turn on your imagination and throw away strict boundaries. Be a friend to your followers and they will definitely reciprocate your feelings.
