Why effective marketing relies on repetition
One of the conversations I have with clients and other professionals is about how important it is to communicate with your audience on a regular basis, going out with the same message again and again.
Me: I agree. So, how are you going to actually remind your audience that you exist and do ABC?
Other person: Oh, they know we exist and do ABC because we [told / emailed / saw / spoke to] them the other month. They know we are around.
Me: So, when it comes to buying or recommending ABC are you the first organisation they will think of? Or do you lose out because they have [met / seen / heard of] someone else on a more regular basis they [like / know / trust] who does ABC, so that organisation / person is top of their mind?
Effective marketing relies on repetition.
Yes, there is a balance to be had – you do not want to pester, annoy or bore your audiences but you do need to remind them you are there. And remind them on a regular basis.
Why do people need repetition marketing?
Because they have other stuff going on. It’s nothing more complicated than that. This stuff is known as ‘noise’ – marketers and communications experts often talk about ‘cutting through the noise’.
- internal noise eg thoughts, feelings, hopes, fears, the ‘to do’ list, internal monologues etc
- external noise eg work, school, other people, leisure, chores, distractions, and everyone else’s marketing.
If you search, ‘How many ads are people exposed to’ and ‘screen time uk’ you get a range of figures which all show one thing: there is a lot going on in most people’s lives.
So, what do we tend to remember: the most urgent stuff, the important stuff, and the stuff that we see / hear about on a regular basis.
A hard truth
The hard truth is, your organisation and what it does is not that important to most people. It is high on your radar and in your thoughts but not on other people’s. This is why you need to regularly be there.
How to set up and run effective repetitive marketing
First, know your audience. I cover this in other blog posts:
- Customer personas – why and how
- Conversation#2: Whose problems are you solving? (segmentation)
- Creating customer profiles – the three key areas you must cover
- Your Customers’ Buying Journey – which people influence it?
Make sure you know how, when and where they like to be communicated with.
Then, based on your audience, determine the level of repetition needed in delivery and message.
- Acme Ltd’s core audience is young, ambitious professionals.
- These busy people are digital natives who engage best with short socials consisting of visuals and video clips.
- They give their loyalty to a brand but if that brand ‘disappears’ or seems invisible for a while, they drift away and move to a competitor.
- Their repetition: Daily socials, delivered at the same time each day and a different theme and media type each day. This builds up a ‘habit’ and allows the audience to ‘look for’ the content – eg Monday is ‘What’s on this week’ delivered via a short video.
- General Services Ltd offers services that are pretty common but their competitive edge is their wealth of experience.
- 90% of their marketing communications therefore has to show that experience.
- The other 10% is about being supportive eg congratulating people on their wins.
- To build up that repetition, their strapline, ‘Bringing our experience to you’ is on all their visuals.
- They also create and share content from an ‘expert point of view’ and often reference their 40+ years experience using humour as one way eg ‘Back in the day (yes! we are that old!)…’
Once you have your ‘repetition’ set up, you can then amend and adjust the content but always within the parameters that have been set.
How to avoid being boring
Ways to ensure that you keep your content interesting include:
- Answer questions from your audience eg, ‘You wanted to know… so here are the answers’
- Bring in guests e.g. ‘This expert / interesting person has agreed to share with us…’
- Link it to seasonality / other calendar spots e.g. Winter is a great time to think and reflect, so over the next three weeks we’re going to help you do that with [our series of podcasts / new products that are great for reflection]
- Review and share other people’s material eg XYZ wrote a great book recently about BLAH which we know you’ll [enjoy / find useful] for [these reasons].
But always operate within the parameters set because effective marketing relies on repetition.
How many times do I have to tell you?
The answer, when it comes to marketing is: a lot.