by Michele Swetesich-Leon
Every single one of us has a TV show or two that we are particularly fond of, and can quite happily tell anyone that cares what time it comes on and on which day. This is something that we can do with several different shows, and all because we have taken the time to memorize the schedule that lets us know when they will air. It’s a simple thing to do, yet is something that delivers a little jolt of excitement every single week when it comes time for that show to air.
You’re probably wondering what I’m talking about here, especially since you came to read about marketing. What the above little blurb about TV times and such tell you is that having a schedule in your life is a positive thing. When you create content for marketing, you want your audience to anticipate its arrival, much in the way that you anticipate your favorite TV show every week. If, like the show, they know exactly when that content is going to arrive, it will build a little buzz of excitement that might just put them in the mood to buy. Creating a regular schedule is one of the greatest marketing tips you will ever be given.
The alternative to a schedule is an unorganized method of delivery. This is one where you don’t know when you’re going to have time to get the content out, which may mean that your followers are looking at a blog, website, or social media page that hasn’t been updated in days. People who have subscribed to mailing lists and newsletters will forget about you and move on if they don’t see a regular stream of information coming from your direction. Interest will be lost, but more importantly, their trust in you will be gone, too.
We are all creatures of habit, which means we have a need for order and scheduling. It’s for this reason that people tend to be more responsive to marketers who give them what they want when they want it. You don’t have to deliver something mind-blowing on your set day for contacting followers, but you should at the very least tease them with something that is coming up on the next post. This helps build the schedule, whilst also creating a little bit of buzz that is sure to generate excitement. This is the first step in engaging your audience, which is a surefire way of keeping them interested.
You can set up a schedule that works perfectly for you, which means you won’t have to scramble to get everything done on a single day. If you maintain a blog, make sure that you post a new piece on the same day and time every week. You will find that there will be specific times when your audience is more responsive than others. Don’t be afraid to tweak a little in the beginning, always making sure that your captive audience is kept aware of any changes to the schedule. E-mail newsletters needn’t be sent any more than once a month, again making sure that you do it on the same day every month. Social media needs a little more attention and should be updated at least once a day. Pay attention to the Page Insights that Facebook gives you, as this will give you a clear idea of what your followers like and are responding to. Before you know it, you will have created a clear online marketing strategy that is easy for you and your audience to follow along with.