As a parent of a 6 year-old and a 2 year-old, I know all to well the struggles of potty training. As a marketer, I know how difficult it can be to break through the noise and reach the right consumer at the right time. Seeing how both of the above processes have their share of difficulties, they also have a lot in common. I’ve put together 5 social media marketing lessons that I’ve learned from potty training that you can use in your social media efforts.
1. Be consistent with your message.
Children respond to structure. Being consistent, by telling your child it’s potty time reinforces the act of going potty and ingrains that message in their head. And as a result of so many potty-trained adults in this world, I think it’s safe to say that message worked. Consumers respond to structure too, but structure requires consistency. Know what your message is going in and stay on that path. Don’t be deterred about what worked for someone else, as your house is different.
2. If they don’t wanna go, don’t force it.
Forcing children to potty can result in them resenting the toilet. That white piece of porcelain will turn into the scariest boogie monster they’ve ever seen! This can happen to consumers. If you force consumers into an action that they are not ready for, then they will not convert. Or maybe they will convert, but resent or return that purchase and then tell others don’t do it. It’s called churning and businesses hate it.
3. If Plan A doesn’t work, try Plan P.
Children respond different ways to potty training, so if you’re first plan doesn’t work, then resort to something else, while keeping your core message the same. Oftentimes, our second plan doesn’t work either, so make your way down the line until you find something that works. Don’t be afraid to try new methods to reach your consumers, as they know how to block out noise. You can change the method, but don’t change the message.
4. Don’t get mad if they piss somewhere else.
The hard part about potty training is mentally getting your child to understand that the normal place they used to use the restroom is not good enough anymore, and that there is a better alternative. It’s a process to get them to make a mental shift from wetting themselves in a diaper, pull-up or the bed to relieving themselves in a toilet. For consumers, to shift their mindset towards your product is a process as well. They aren’t going to purchase off of one communication with you, it takes time. Don’t be upset should they decide to go elsewhere first. If you do it right eventually they’ll make their way to you and then you can flush the competition away.
5. Rewards will never go out of style.
We live in an incentive driven culture - as in “what’s in it for me?” When children actually use the potty IN THE potty, it’s a rejoicing moment. We clap, dance, scream or pass out sweets and toys. And we do that because they did what we’ve been asking them to do. Your social followers like rewards too, so if you ask them to like, share or retweet your content, or some other call-to-action, make it worth their while.
Do any of these tips resonate with you? If so, what will you do to improve your social media marketing?