Social Pigs Abuse Messaging
Did you notice the acronym?
Spam is defined by Google as a trademark, a tinned meat product made mainly from ham. So what’s the difference between SPAM™️ and irrelevant or unsolicited messages sent on mass for the purposes of advertising, phishing or spreading disruptive malware, not to mention the tedious effort that goes into deleting it, blocking or responding to it.
We think of spam as a digital scurge but what’s the difference between an unsolicited email, an old-fashioned cold call or something that arrives unexpectedly thought your letter box, maybe all mass marketing is spam?
Email became an easy target for low-value targeting because email addresses were relatively easy to harvest. Today, anyone on social media has become what’s called a social target, we’re open to the fakes and the frauds who indiscriminately share undesired, inappropriate or excessive content and fraudulent reviews or worse, click-bait and like-jack our goodwill.
Likewise the nature of LinkedIn’s business 2 business power makes mass targeting a low cost activity, especially when you only work with one element of the dynamic, mass targeting without considered marketing and thoughtful messages ends up as spam, the none tasty sort!
Ninjas believe it’s now easier than ever for people to switch off, with print media and therefore print advertising in decline, anti spamming software, firewalls and the ability to unsubscribe, not answer the phone, return a email, or ignore a letter. Getting your digital cold call bang on is absolutely critical because the opportunity to engage so personally on LinkedIn is a privilege not to be abused.
At Ninjas, we’re an open book, we’re proud of the high quality service we offer, we scale connectivity responsibly and message with substance and integrity. We’re advocates of social selling and business development. We’re excited about analytics and sales behaviours, but mostly, we are excited about results and profit.
We also recognise that as the cost of reaching out to thousands of people goes down, the possibility to spam goes up and so does message fatigue, which can give credible businesses a bad name. To this end, we work to a simple code of conduct that underpins our reputation.
Ninja Code of Ethics
Ethical marketing behaviour is part our philosophy and Ninja culture in respect of honesty, fairness and responsibility. Though wrong and right can be subjective, we adhere to a simple set of guidelines to ensure IN Business Ninjas objectives on behalf of our business, the client and their audience is achieved and not abused.
In Business Ninjas promote a high standard of truth and authenticity in all our business and marketing activity. Creating a clear distinction between selective targeted messaging and violations that contradict value and integrity with honesty and purpose. We maintain clarity and transparency at all times, we adhere to LinkedIn rules of engagement with no barrier to disengagement. We protect all customer information in accordance with GDPR, and do not endorse or condone fraudulent profile marketing. We are responsible stewards of the LinkedIn platform, we balance client needs and seller interests fairly, acknowledging the reciprocal dignity of all people involved in the process of communication whilst meeting business needs. All standards are adhered to and maintained by IN Business Ninjas.
We know this sets IN Business Ninjas apart, we understand the sales process and respect it. We also stand by the sales process because it’s called social selling for a reason. As the saying goes, there’s no such thing as a product that sells itself!
We recognise the sentiment of anti sales, sales people and their sales pitch that people don’t want to be sold to but we disagree. This crooked sales process creates the worst kind of selling, the disconnected effort that goes into writing a so called non-sales message, that dances around everything but the point, and certainly a sale, is usually as far from an individuals authentic self as you could possibly get. All this does is dilute trust and translates as spam.
The mantra of the sales preventer makes us afraid of selling, but then what are you doing to motivate people to buy? How do you earn the right to ask for the sale?
Don’t Overstay Your Welcome
Most people are tolerant and don’t mind a follow-up message or two, but bombarding prospects with generic messages or offers is an abuse of trust. When information is no longer wanted, then it’s you that pays the price. Ninjas micro-manage activity on a daily basis, we temper frequency and timeliness, we don’t take advantage of peoples social engagement.
There’s an unwritten code to LinkedIn netiquette that you don’t breech, your first message is always an invitation, the acceptance of which is a gift to you that you need to reciprocate, not manipulate.
All our messaging is thoughtful and targeted, we always sanity check with this simple question, “who does this serve.” It’s in all our interests to get to know your target audience because you pay for there attention and time with your own money.
When a prospect has pressed Accept in the first instance it’s because of trust and perceived competence. This creates an opportunity to leverage mutual value, professional to professional. If the targeting and messaging is off or irrelevant, then we have abused this trust and the value added is quickly subtracted beyond rescue.
Control the “off” Button
We don’t force prospects to jump through hoops to disengage. Rarely do we get push back or a firm no thanks but it doesn’t happen, and it’s always unnerving. Some people want to be social private, we respect privacy and always retract with personal apology.
If you want a prospect as a customer you have to show them respect. The number of ways we can communicate, and the reach of those communications, has vastly outstripped the social norms we have to regulate our interactions and be respectful.
Our experience dictates that all targeted messaging needs to be robustly tested, social media accessibility makes it easy for the Sales Preventers & Algorithm Manipulators to promote themselves at the expense of all concerned, giving service providers a bad name and consumers a bad experience.
All the the values outlined above serve as the standard by which IN Business Ninjas measure our actions and justify our activity. These values facilitate best practice when transacting business to business marketing on LinkedIn and associated activity with all involved. The good news is Ninjas know the difference, we practise what we preach and don’t breech, put simply we don’t SPAM.