Striking the right balance between engagement and overexposure is a delicate art. In this article, we explore the perils of overwhelming your audience with relentless communication and offer insights on finding that sweet spot for meaningful engagement.
Three Life Engagement Scenarios
Almost everyone has a long-lost cousin, friend, or acquaintance who you only hear from once a year. Usually in the form of a holiday card. Sure, it’s nice that they reached out, but communicating just once a year doesn’t give you a chance to stay up to date with their family news.
Then you have your college roommate who lives out of state. You only hear from them when there’s drama in their life or they need to vent about something. These are the people who are in touch more frequently than your cousin, but only when they need something. Not because they have an interest in what is happening in your life.
Lastly, you have the mother who dropped off her 18-year-old daughter at college for the first time, who texts and/or calls every day just to check on how things are going. Did she get to class on time? How’s the food at the dining hall? Do you like your roommates? What do you mean your books cost $800? Do you want us to come visit for Parents’ Weekend?
Small business owners or solopreneurs who don’t create and/or use their email list to create engagement with their past customers more than once a year won’t create name recognition among their customers. They run the high risk of getting their emails deleted or marked as spam.
Business owners who only use their social media accounts or emails to promote their products are only interested in making money from their audience. They don’t necessarily care about what their followers need at that moment in time.
Internet marketers who create engagement every single day run the risk of annoying their audience and causing people to unsubscribe from their lists.
The crux of effective engagement in the business world lies in understanding your market, just as you would in personal relationships. There’s no one-size-fits-all rule for how often you should engage with your audience. Instead, it’s about recognizing the exceptions, understanding their pain points, and crafting solutions that resonate.