As with all advertising, there is a tricky dance that toes the tight rope of balance between too much everywhere and not enough anywhere. Finding the right balance will ensure that the customers you want to see your advertising see it and that you don’t scare people away with incessant peddling. So how do you find a balance?
Frequency: Perhaps one of the most difficult parts about marketing (online or otherwise) is choosing how often to advertise and event, sale or product. If you don’t advertise enough, people won’t hear about it. If you over-advertise, people will get tired of hearing about it before your event/sale/product even happens.
Reach: The importance of how far your advertisement reaches cannot be overstated. While it’s good to reach a lot of people, it’s more important to reach the right people, the right way. To put it another way: it’s more effective to advertise to 50 women about a new shade of lipstick than it is to advertise to 500 men.
Frequency and Reach: The best way to solve this problem is to blend frequency and reach. You want to reach the right people the right amount of times in the right ways to encourage them to buy.
You have several options in this regard, particularly with the internet and social media tools available. Marketing tools you can and should use include: Facebook, Twitter, YouTube, your website, e-newsletters, e-mails, text messages, Pinterest and online advertisements.
Imagine for a minute that the only advertising you did was posting a status update about an upcoming sale, on Facebook. While Facebook is the only tool you use, you post it five times a day. What are the odds that the people following you on Facebook are going to just start ignoring what you have to say? Pretty good.
But, if you mention the event every day or every few days leading up to the event, send out an e-newsletter and text message and post an online advertisement about the event on your website, how much better are your odds of getting people to show up?
By all means, you should advertise, a lot. Statistics show that for every person you reach you have to post an ad at least nine times to reach that person. That’s a lot of ads. So, by all means, advertise the daylights out of your event but do it different ways.
This not only ensures that you are maximizing the number of times you can expose your event, but you are also maximizing the reach of your message by sending it out in different ways.
Balancing the frequency and reach of your advertisement can make a huge difference when the time comes for marketing campaign strategies. Your campaigns will be much more effective. You’ll waste less money, less time and you’ll annoy fewer customers.
photo by: vollefolklore