Frequency in Marketing

One of the major areas that many people have trouble determining, and far too often err on the side of not near enough – is frequency in their marketing actions.Frequency in Marketing

And as the majority of people digest an increasing variety of media – the frequency rates that marketing actions can have is actually increasing.

I guess it comes from us being bombarded by the same commercials over and over – especially when we were younger, and consuming a higher amount of the same media at the same time. We got to detest those commercials that would not stop, that we just had to keep listening or viewing over and over.

But now, as we typically have more diverse habits of viewing different media, be it TV, radio or online (social media or websites) – there is less chance of overload in frequency.

And the typical business owner does not get anywhere near the frequency that large advertising campaigns use.

I was looking at a few different examples where they were thinking they were doing some pretty good amount of promotion online.  One group was posting in batches, about every 3-5 days.  And had only put their offer out once – the rest were filler type social media posts.

Another individual had sent out their message a few times, but again averaged only a bit more than once per week of a direct offer.

There is no actual answer for what is the right frequency, but the rule of thumb is until you are having complaints about your marketing – your frequency is not high enough.  And a few complaints means that there will be an even larger amount of people that are actually taking in your message and hopefully acting upon it.

Be clear in your Message

Whatever you are doing, you are marketing.

I stress this again and again in marketing classes and discussions with clients.Marketing Message

IT all MATTERS!

Every action, every email, every conversation, and all the little things all build towards your overall brand. Thus it is all marketing.

A good first step is to look at your message and be sure that you are clear in what you are saying.

What exactly are you saying to your prospects and customers.

A good example is a client of mine – the owner of Pearson’s Berry Farm – Duane is amazing at selling his products.

What makes him amazing is that he has a straight forward message that he believes in strongly.

His products (World Famous Buttertarts, Delicious Fruit Pies, Saskatoon Berry Jam and syrups and more) are delicious, you will love eating them, thus you should buy them.

Duane does not talk about healthy benefits, he doesn’t talk calories, he doesn’t event talk price.  He simply talks about how good his products are and how much you will enjoy them.

The only other price related discussion that I see him use is to package deals together in order to sell more.  Yes he does cut the asking price, but he usually doubles or triples the overall sale amount when putting things together. So overall he is increasing his profits.

Figure out a simple message related to your product and service – and state it over and over and over and over and over!!

FYI – Mine is let me help you market your business better to increase your sales and profits!

ZedBiz Marketing Specialist