An exciting part of running a business is communicating with your target audience – creating and sharing marketing collateral, engaging on social media, and sending emails to subscribers. However, it is possible to over-communicate – so it’s important to tune in to how your audience reacts to these types of communication in order to determine just how much is enough to fulfill, but not exceed, their expectations. It’s true: frequency improves compliance. However, you don’t want to annoy your loyal audience by repeatedly sending out communication to reach those who haven’t taken action yet. Enlist these suggestions as you plan your communication strategy:
Email. When it comes to email marketing, the important thing to remember is to always keep it relevant and valuable. If you are planning to send any type of communication to your email list, be sure to ask yourself if there is value for your customers. If not, you should probably put the brakes on that email! With that said, there is no perfect frequency – it’s important to find a balance that allows you to stay top of mind but not become an annoyance. The best way to select the ideal email frequency for your company is to keep track of past email campaigns in terms of open rates and clickthroughs to identify trends and successes. If you do not have access to these measurement tools, take a look at the responsiveness to items such as event RSVPs or successful appointments made via email in order to measure effectiveness.
Social Media. While the methods for determining which posts show up in a follower’s Newsfeed have evolved over time on sites like Facebook, it’s still important to keep close tabs on what you’re sharing on your social networks and how frequently you hit the ‘share’ button. Every social platform is different, so be sure to follow ‘best practices’ specific to each.
Facebook’s EdgeRank formula has revolutionized content sharing by only showing a fans’s top-ranked stories in their Newsfeed. Fans who engage with your brand on Facebook most often will see your posts much more frequently than someone who has ‘Liked’ your page and never returned.
According to a Twitter study by TrackSocial, brands who tweet 4-5 times per day see over 300 percent more retweets per tweet than when they tweet just once. Be sure those tweets are interesting and relevant, which will encourage sharing! The more your tweets are shared, your circle of influence expands and increases brand exposure for your community.
When it comes to Pinterest, posting several times throughout the day is a good way to avoid overwhelming users with your pins – and keep in mind that it’s about more than making a ‘sales pitch’ – you’ll want to share creative, engaging ideas that show how your products or services can be helpful resources for your target audience.
Blog Posts. Utilizing a consistent posting schedule can contribute to blogging success – whether that is once per week, three times per week, or more. If you regularly post articles on specific days of the week and provide interesting, relevant content, your readers will come back each week to read your latest content. Additionally, post frequency does matter, and blogging is a fantastic way to drive traffic to your site and increase the number of qualified leads that you receive. According to Hubspot, companies that blog 15 or more times per month get five times the traffic of companies that do not blog at all (Source: Hubspot). Imagine the reward as a property management company or apartment community – gaining a positive reputation as a useful resource for renters! Consumers are seeking information, giving you the opportunity to provide what they are looking for.
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Frequency of communication is different for every brand. Identifying and analyzing your audience is a great way to get in tune with what is best for your company. Ultimately, quality trumps quantity. Always ensure that your emails, social posts, and blogs are filled with relevant content in order to grow your audience and increase engagement. Also, don’t forget to use a content calendar to plan and keep track of all content!