I received a call recently from a charity I support every year. The guy on the phone was young, and the first thing he told me after where he was calling from was that he wasn't trying to raise funds.
Okay. So, what did he want?
He launched into reading a script that was supposed to make me feel good that I continually choose to support that charity. But he stumbled over the words so badly that it took me a bit to figure out the charity was trying to thank me.
Then he reached the end of his script, said, "Have a nice day."
AND HUNG UP.
What a way to screw up Thank you!
This charity tried to do something nice, but blew it. In fact, I'm a bit insulted that the effort to thank me was so poorly executed. It didn't leave me feeling warm and fuzzy. In fact, I was happier with them before they tried to thank me. When it comes time to write this year's check, what do you think I'll be remembering?
So, what does this mean for B2B marketers?
Thank you has a lot of opportunity.
Thank you should be a mutual value add.
Thank you must be sincere—or it backfires.
Unfortunately, within a marketing context, Thank you is either overlooked or executed like you're bestowing benevolence on the little people—you know, all those unfortunates who haven't leaped at the opportunity to worship your solutions.
Instead, look at the opportunity Thank you affords. Consider this scenario:
- A prospect opts in to receive your thought leadership series on a topic of value to them.
- There are 3 articles in the series.
- At the end of the series you decide to thank the subscribers for their time and attention.
What? You don't thank your prospects? Why not?
You craft a sincere message acknowledging their engagement with your company.
That's nice and all, but you can do better than that. Here are a few options:
- Offer them a bonus article or white paper. This could even be a compilation of the series articles with added insights and information.
- Invite them to subscribe to the next series of thought leadership content. [you're not taking advantage and just rolling them into something they didn't sign up for...are you?]
- Include a link to a video with your CEO talking with a customer who solved whatever problem the series addressed. Show them another view about what their futures could be like if they work with your company.
- Ask them for feedback because you're interested in ensuring your content is relevant to them. Make this simple, not a big-deal effort on their part.
The point is, engage them in a dialog they'll appreciate that also helps them progress in their buying process with your company because they choose to—not because you chose for them. Help them feel good about continuing to engage with your company because the relationship is a win for them.
For a Thank you to work, it should make both sides feel good.
And for all of you out there thinking that it's crazy to ask them to opt in again, get over it. There's a reason that only about a third of prospects who become customers are generated by marketing. Your main focus should be on cultivating those prospects with the highest propensity to buy. And that usually means those who feel that they have a relationship with you.
Thank you is underrated and definitely underused. The opportunities you can tap with a value-added Thank you are many. Not to mention that it's just good relationship etiquette or that it'll make you feel good—if you do it sincerely.
When's the last time you actually thanked your prospects for engaging with you? How about your customers?
