REPETITION AND MARKETING – WHY IT WORKS

 

There’s a good reason sales people hammer their customers with their marketing message over and over again: it works. Most people don’t buy products the first time they hear about them, so this repetition is important. The more you repeat things, the better they sink in.

 

WHY REPETITION SELLS

There are many reasons that it’s good to repeat your marketing message, even if you feel like you’re beating it to death. In today’s busy world, there’s a great deal of static noise. People often miss things. Repeating your product’s or brand’s name helps it stick.

Your customers may not understand your message the first time they hear it. They may not be ready to hear it. Situations change and they may find themselves needing your product at a later time. If you sell Internet security tools, for example, a person’s interest level will change dramatically once their site is hacked!

Repetition is also an important element for branding. It links you with your message and creates consistency.

 

HOW TO REPEAT YOUR MESSAGE EFFECTIVELY

Repeating your message isn’t as easy as you might imagine. It takes some creativity, or else it will just be more irritating noise. To keep your message interesting, try delivering it in as many different ways as possible. Create text-based marketing materials, videos, visual content such as infographics, and as many other media formats as possible.

Mix up your different marketing channels as well (for example, your blog, social media, television and radio, etc.). This serves the purpose of appealing to a variety of people who are hanging out in different venues. You may feel like you’re repeating your message over and over, but it’s likely that different people are hearing it each time.

Try to approach the problem that your product or service solves from several angles. Create your materials targeting different types of customers who need your services.

If you offer SEO services, for example, you may try targeting busy website owners who don’t have time to do their own SEO, even though they could. On the other hand, there are website owners who have no clue about how to do SEO. Different types of customers have different questions in mind when they research products. One type of answer may not address their questions, while another one will.

 

HOW MUCH IS TOO MUCH?

There is such a thing as too much repetition, especially if you’re not varying your message enough. On the Internet, people choose what marketing they want to hear. It’s not like television where they have no choice but to sit through commercials. If you say too much of the same thing, they’ll tune you out. Even worse, you may be accused of spamming.

The best way to tell whether or not your efforts are working is to monitor your analytics. See what happens to your traffic or sales when you add another follow-up email or increase postings on social media. Err on the side of caution when you make changes, and track the results carefully. Customer behavior will tell you whether your marketing approach is as effective as it could be, or whether you need to tweak it more.

 

 Activity: 

  1. Make a list of potential places, or channels, where you can communicate your marketing message with different forms of content. Make sure these are places where your prospects and customers are listening.
  2. For each channel, note which segments of your market hang out there, and which ones have the highest number of prospective customers reading/listening/watching. These will give you the greatest return on your investment.
  3. Select 3 to 5 channels for focusing your marketing message or other content marketing. Make note of which types of customer you are targeting in each channel.