It’s a bit like when you’re telling a funny story or a joke at a party. Rush through the story and get to the punchline too soon – or worse still, interrupt people already deep in conversation – and you’ll probably notice people looking at you oddly, or slowly backing away… But if you take stock of your audience first, gauge the kind of story they would appreciate, take your time and deliver it smoothly, they’ll hang on to your every word. What an awesome feeling that is!
It’s the same in business. No, really, it is! Because the timing of your customer marketing communications is crucial.
So here we are, in January. Did it feel as though you had barely taken down the Christmas decorations before a deluge of New Year, New You, New Start, Plan for 2016 emails started landing in your inbox? How did they make you feel? If you’re anything like me, probably a tad irritated!
Know your customers
Of course, it’s important to reach out to your customers and remind them how you can help them. You want to make sure your customers are happy, but you also know that they don’t want to be constantly inundated. The week, day, and even the time of day your send your marketing communications are important considerations.
Know when to give people time to breathe and get back into the work flow. Get to know your customer. What are their business requirements? Do you know what kind of lifestyle they lead? When are they more likely to be busiest, and therefore less likely to read your messages?
Once you have an idea of your customer’s working patterns, send your communications during the times when they are more likely to take two minutes out to read your blog or email. Consider the industries you want to attract. For instance, if your target market is accountants, trying to get their attention at month end or year end will be futile. They’re busy; pressing deadlines means they ignore everything else.
Hit that ‘Unsubscribe’ Button!
It’s important to put yourself in your prospective customers’ shoes. Think about how you feel when you see your inbox full of emails that you know you’ll never read!
Want to know what I do? Unsubscribe from any newsletter that clutters up my inbox on a Monday morning. A Monday morning, too! Are you kidding me? I’ve got priorities to focus on! I need to make sure the team are set for the week, confirm all my client meetings, establish that we are prepped and productive. Not even a life or death situation could persuade me to read a newsletter on a Monday morning. I bet I’m not the only one.
If you haven’t given it thought before, do so now. It’s not too late to tweak your 2016 marketing and social media strategy. Make adjustments and track your analytics to see how it affects your results. Don’t keep doing something just because you always have.
Small changes can make a big difference, to you and your customers. If you need help with your marketing communications, scheduling them and analysing the results, please contact us. We’re here to help!