Promotion is a key part of building a business and yet you probably feel the same feeling that every marketing person has felt at one point: You want to blast your message from the rooftops, but you don’t want to put people off by doing too much selling. So how do you strike the balance? In this blog we explore the issue with the pros and instantly they all say the same thing. Read on to learn more.
Pic Brooke Cagle c/o Unsplash
It’s super important to remember that the customer is the center of the universe, not your brand. Because as a brand owner, we read every story and are engaged with every picture or post. When we post more than once a day, that feels like spam. The thing is, your customers have a life, a family, other hobbies, any interaction with your posts is only a tiny part of their week. And when we consider that online companies are often subject to algorithms that make their own decisions on to what extent your content gets viewed, the probability of your customers seeing every post or reading all of your marketing is zero. Remember your customer sees maybe 1 in 10 of your posts.
Whilst you experience every post you make, each individual customer will only receive a fraction of the content you produce, and they will ignore half of that anyway – it’s not that they don’t like it, it’s just that people are busy. Consumers see an advert 7 times on average before making their first purchase.
There are billions of people on Earth that buy the stuff they love at the price they feel is affordable. None of them are able to buy a product that they cannot see.
That is why Coca-cola, the most recognisable brand in the world, sets up so that consumers see the logo at least 7 times a day. It’s based on science. And that science checks out. If you think about it, of the content your customers receive, the interaction time is often less than a second – perhaps just flicking past it – in a feed on their phone. Whilst the big brands are broadcasting to millions of people daily, first-time marketers are often tentative with their marketing, fearful of overburdening their customers with too many products, stories or pitches. One a week, for example, is often considered “aggressive” – yet customers love new content if it is quality, and you will never run out of people on the internet even if you post 10 times a day.
There are billions of people on Earth that buy the stuff they love at the price they feel is affordable. None of them are able to buy your product if they cannot see it.
So if you want your brand to be huge and you want more sales, sell seven times harder than you are. Publish your content, stories, posts, newsletters, tweets, posts, photos out there.
Rather than worry about “trying to sell too much”, fight for your customer’s attention.