Email spam? Hit delete, label as junk, and move on. TV ads? Sometimes they’re even entertaining. But unsolicited sales pitches on social media? That’s the equivalent of someone doing the “Jerk Jerk Dance” in the middle of a serious conversation – awkward, out of place, and completely missing the point. Why do so many businesses still insist on performing this digital dance of desperation?
Social media, platforms built for connection and community, have become battlegrounds for brands throwing sales leaflets onto our metaphorical lawns. We’re talking about those jarring, in-your-face sales tactics that interrupt genuine interaction. It’s not about subtly guiding potential customers closer; it’s about ambushing them with a sales pitch the moment they dare to connect. This isn’t inbound marketing; it’s “in-your-face-and-probably-annoying” marketing.
Think about LinkedIn, the self-proclaimed “World’s Largest Professional Network.” Professional. Network. These are the keywords. It’s about building connections, engaging in industry discussions, and fostering relationships in a professional manner. Yet, how often are we bombarded with generic, impersonal sales messages that completely miss the mark?
Consider this real-world example: I once connected with someone on LinkedIn who ran a wedding business in Aruba. My initial thought? “Interesting, perhaps they’re looking to collaborate with my photographer brother who specializes in high-end events.” He had recently launched a stunning panorama photography service perfect for venues, examples of which you can see at the Tent at Lincoln Center and the River Café.
But no. Instead of a professional connection, I received a generic, copy-pasted message about having my dream wedding on an Aruban beach. Ignoring the fact that I’ve been happily married for decades, and completely disregarding the professional context of LinkedIn, this was social media marketing at its “jerk jerk” worst. It’s like crashing a professional networking event with a wedding brochure.
So, how do you avoid doing the “jerk jerk dance” in your own social media strategy? It’s about providing value, building relationships, and understanding the platform.
Instead of pushing for a sale immediately, offer something of genuine interest. Going back to the Aruba example, what if the wedding business had shared insights into Aruban culture? Perhaps some delicious local recipes, recommendations for hidden gem bars serving authentic Amstel (not the watered-down “lite” version), or even tips for navigating the island’s beaches in a rented dune buggy after sunrise? These are the kinds of personalized, engaging details that spark interest and build a connection.
Make your brand approachable by showcasing the people behind it. Interview your team members about their favorite local spots in Aruba, their go-to food trucks, or even their most memorable wedding experiences. Become a resource, a knowledgeable professional in your field. When your network thinks of Aruba or weddings, you want them to think of you – as a helpful expert, not just another salesperson doing the “jerk jerk dance.”
This soft-sell approach takes time and patience, a far cry from the instant gratification of pushy tactics. If you’re chasing quick wins and easy sales, social media might not be your immediate solution – unless you’re comfortable with alienating your audience and perfecting your “jerk jerk dance.”
Remember, social media is a marathon, not a sprint. Build genuine connections, offer valuable content, and for goodness sake, leave the “jerk jerk dance” moves for the dance floor, not your marketing strategy.
