Aug 10, 2017
Staying Top Of Mind
Hosted by Justin Shoup and Vince Ventura
Today, we are talking about the importance of staying top of mind with your customers (and potential customers).
This topic has been debated, researched, and wrote about for over one hundred years! There are varying opinions and theories on what the “effective frequency”  in marketing is. In other words, how many times someone has to be exposed to your brand before they are ready to buy. Although there may not be a definitive answer on the exact number of times someone needs exposed to a brand it can be said with certainty it is more than one.
Why Marketing Frequently and Staying Top of Mind.
 In 1885, Thomas Smith wrote something called “Successful Advertising”. His writings are still relevant today. He believed that it took twenty exposures before someone is ready to buy. I’m not going to read all 20, but here is a sampling of what he said.
The first time people look at any given ad, they don't even see it.
The second time, they don't notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they've seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, "Here's that confounded ad again."
The ninth time, they start to wonder if they're missing out on something.
The tenth time, they ask their friends and neighbors if they've tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can't afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
Staying top of mind with your customers and potential customers builds trust. The more you are exposed to a brand and the more you learn about them the more likely you are to trust them and therefore buy from them.
Yes, some people do extensive research before making a purchase, but from time to time everyone buys impulsively. Some trust must be gained even for an impulse buy.
Why do big companies spend
millions of dollars on TV ads and billboards? Are these commercials
and billboards instantly going to translate into more sales? Highly
unlikely, but it will make you remember that brand and like
Then, the next time you are ready to buy that type of product that they sell you will be more likely to think of that brand. It goes back to the psychology involved in marketing that we have touched on in previous podcast episodes.
Think about how many emails per week you get from your big box competitor. It’s a lot, right?! They probably email you just about every day. According, to a 2015 study from The DMA , a UK based marketing community, 25% of brands surveyed emailed their customers once per month, 36% one to two times per month, 17% 4-5 times per month, 8% 6-8 times per month, and 8% more than 8% (5% don’t know how many times).
If you don’t send enough emails or post on social media enough customers may forget why they signed up for your emails or followed you on social media in the first place and may unsubscribe (or even worse report you as spam) or unfollow you on social media
Staying consistent on social media plays well with the algorithms social media sites like Facebook have in place.
How to market frequently and stay top of mind
Now, that we know why you should stay top of mind with your customers let’s talk about how you can accomplish this.
First, We recommend to email your customers at least twice per month. However, you can certainly email them more than that. How often are your competitors emailing? If you aren’t on their email list get on it. If all of your competitors are emailing 3 times a week and you are emailing 3 times per month you are at a serious disadvantage. Find a middle ground, we’re not saying you need to email as much as them, but you would definitely need to increase your frequency.
Second, segment your list. Those that are opening and clicking - send emails to them more often. To those that are not, send to them less frequently.
Third, monitor your unsubscribe and spam reports. 1-2% unsubscribe rate is normal. As you increase your frequency monitor it to make sure it stays the same. If not, decrease it.
What about social media?
This is going to depend on the social media network. Facebook and Instagram will be relatively the same. However, you’ll post far more on Twitter per day and far less on Pinterest.
Like email marketing, there is no definitive answer. There are differing opinions and contrary studies out there. We recommend to start with a baseline and then experiment from there - just like email marketing.
Start by posting 1-2 times per week on Facebook and 1-2 times per week on Instagram. Pinterest you can get away with updating your boards once per month. However, on Twitter, we recommend posting 3-5 times per day. Check out our 60/30/10 rule podcast on the mix of content that you should post. Most posts are going to be informational and educational. Monitor your engagement and your followers. If you are increasing engagement and followers you can continue to post more frequently. If you see these things going down try posting less frequently or switch up the content.
Using SnapRetail to Accomplish This
Prior to each month or at the beginning of the month head to the Calendar in your SnapRetail account. There you will find a social media post suggestion for just about every day and email suggestion for each week. Almost all of them can be tweaked for any type of business. Find the ones that work for your business and schedule them. If nothing else, check them out for inspiration. Then, head to the Email Template Library. Each week, we feature 8 different email templates that are relevant for the time (although there are over 700 templates in the system for you to choose from). Then, head to The Social Media library, each week we feature 6 social media post suggestions (although there are over 2000 posts in the library).
Bottomline, you must market consistently and frequently to your customers and potential customers