The importance of timing in your marketing
Posted on 24th June 2022
The longest day of the year has just passed. Soon we’ll be tidying the garden for autumn and planning for Halloween, Bonfire Night and Christmas. However, before we wish the year away, we thought it would be interesting to think about timing for your marketing campaigns.
Be in the moment
Did you know that your customers will make different purchasing decisions depending on the day of the week or the time of day? If you can catch their attention at the right moment they will be much more likely to buy from you. You will increase your sales and give your brand a boost.
But how do you know when, where and how to get people’s attention?
One way is to look at information about how your customers behave. You already know when people call, visit your website, or respond to your social media posts. This can give you a good idea of people’s preferences.
You can also run tests to see what works best. For example, you could share the same information about a new product in the morning and afternoon and see how many responses you receive. You can also experiment with different days of the week. It doesn’t have to be guesswork because you work with your customers every day. You will understand what will interest them at the weekend or on a Monday or Friday, for example.
Work with the seasons
Most businesses see some seasonal changes in sales. Even if your products or services aren’t affected by the time of year people might just be paying more attention to other things.
People will want to enjoy their outside spaces in the summer so garden designers and landscapers are likely to be busy in the spring and autumn and spend the winter creating new garden designs for the following year.
If you provide health and wellness services, you might see a surge of interest in January.
Office equipment might not appear to be a seasonal product, but you might see a surge in December or April, for example, when businesses close their annual accounts.
Of course, if you can benefit from good timing for your marketing efforts you can also miss out if you miss the mark.
For example, you might provide support and maintenance packages to your customers. They are likely to assume you know when parts and consumable items will need to be replaced and when their equipment needs to be serviced to keep it running smoothly. If their equipment breaks down or they run out of supplies, your reputation will be damaged.
If you sell something that people are likely to buy on impulse like food or clothes, for example, you will need to give them reasons to visit your website or social media pages to see what they might buy as a treat. You will probably need to publish information more frequently to keep them interested in what you have to offer. If you rarely share enticing new ideas and offers your customers could easily go somewhere else. However, you will need to make sure that whatever you say is relevant and interesting and not repetitive.
The right place at the right time
Pulse magazine is delivered directly to the doors of over 50,000 homes in the Northamptonshire and Milton Keynes area. Each magazine is often read and shared several times before the next edition arrives, so your advertisement can easily be in the right place at the right time for your audience.
Talk to one of our friendly team today to find out more.
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