There is an unavoidable truth online:
If you do it long enough eventually you’ll get your first troll.
It can come in many forms:
Pithy comments on Facebook posts.
Strange abuse in response to emails.
Fake reviews with bizarre explanations.
These things are like paper cuts. Not deadly but annoying and slightly painful at the time.
But I see people making fundamental strategic business decisions over them.
“I’m going to send less email because a customer told me we send too many”
“I’m turning off that Facebook ad because a comment said I smelt like cheese”
It’s madness and it must stop.
The vocal minority has always existed but the internet has now given them multiple channels to throw up their opinions onto.
At GrabOne I would always hear; “Why do you send so many emails? You need to send less”.
The answer: because it worked.
If we had listened to everyone we would have sent emails twice a year and only when the moon was in its third phase.
(fun fact: there were over 3000 people who got 10+ emails A DAY from us and bought stuff)
The only response you need from marketing is sales.
If you’re being authentic to your personal and values then you’re on the track you need to be on. It’s that simple.
Trolls will troll. Just don’t feed them.