You know sales come from getting people to like and trust you. How do you get people to like and trust you? Frequency. Frequency builds both like and trust. The more times you hear something, the more likely you will remember the message and believe it.
Frequency in ads increases their effectiveness. Even if you deliver the right message to the right audience at the right time, if someone has only seen one message from you, they are still not likely to click on your call to action.
Increase your odds by exposing your ideal audience to your ad more frequently. This moves your name from unknown, to awareness, to familiarity. They’re more likely to choose you when they’re ready to purchase. Seeing your name after purchase, they’re more likely to make a referral.
Studies don’t agree on the magic number of exposures before purchase. Some suggest as low as three. Others report a requirement of 13 impressions before a sale. This number is probably higher now than generations ago because we are flooded with more commercial images today, and we’ve gotten good at blocking them out.
It takes extra effort to be noticed through the din of background noise and rise to a conscious level. How can you increase your frequency?
Post more on social media. Opinions will vary, and there is some correlation between your sales cycle length and posting frequency. Still, most small businesses must communicate their message at least weekly. Three times a week would be preferred. If you provide a product or service you want people to purchase daily, you’ll want to update your regulars with your coffee or soup of the day.
If you sell furniture, appliances, or houses, those audiences will suffice with less frequent updates. We’ll talk about posting frequency related to social media in a future blog.
Consistency is the sister of frequency. Consistency builds trust as you are seen as a reliable organization. Your audience will actively seek out a consistent and valuable message. If you post your coffee or soup of the day every morning on Facebook, your regulars will start to look for that info on Facebook after checking the daily weather report. It will become routine.
But keep it fresh; you can also end up overexposed. Too much light on a photo makes a distasteful picture of the subject. Your audience can be overexposed and tired of your message.
Do you need help with your social media marketing? Call Terra today at 715-584-6773.