Digital fatigue is real. Think of all the emails and social media posts you are bombarded with every day. In 2016, Forbes predicted that we were already reaching the saturation point for content marketing. As a business, it can be hard to remain relevant to your customer without overwhelming them with too much information. We don’t want our good customers to quit following us because they’re fatigued.
Let’s explore content fatigue. I know when I open my email every morning and I see hundreds of unsolicited messages from businesses that I haven’t even shopped at, I’m already exhausted. I also know I need to sift through all those emails to make sure there isn’t an important message that shouldn’t be overlooked. I delete most of those emails and sometimes I’ll even take my name off the mailing list. As consumers, we learn to ignore those messages.
As marketers, we don’t want people to ignore our messages. We’ve all been taught that messages are more effective when they’re repeated. In marketing circles, we refer to this as the Rule of Seven. It takes seven times for someone to see or hear your marketing message before they will take action. There are many ways that your business can avoid bombarding your customer to the point they quit following you or worse yet, buying your product or service.
Here are eight rules that will help you keep your content marketing on point and save your customers from digital fatigue.
Know your goal. We’ve all been taught to not just create content. You should know the action you want your customer to take after seeing your ad, post or tweet or reading your email or blog. Do you want them to share your content? Do you want them to buy a product? Do you want them to make an appointment? If you don’t know what you want your customer to do, how will they ever know what to do?
Align your marketing objectives with your promotional schedule. Your promotional schedule is the timeline of all your promotions over a specific period of time. Important events and holidays should be added to the schedule and align with what you want to achieve. You need to evaluate the metrics to know if your campaign is successful.
Adjust your strategy. If you see a dropping engagement rate, this is a sign of fatigue. Look at your previous campaigns that had high engagement. Assess what worked. Are you emailing too often? Is the message on point? This will help you determine the right promotional mix to meet your marketing objectives.
Find your niche. Tell your current and potential customers why you are different, how you can help solve their specific problem. Speak as an authority on your area of expertise.
Create interactive content and messaging. Interactive content can create more engagement with your customer and keep them interested in your product or service. Maybe you can create some contest or challenge that will keep them engaged. The important thing to remember is to keep the messaging on point.
Create resources for your customers. You know you’ve created a great resource when people pin your message to their board or better yet…they print it out and tack it up on the refrigerator. Is there some type of checklist you can make your customer that they will want to refer to repeatedly?
Customize your message for each channel and platform. Fatigue is caused by excessive repetition. There are two ways you can avoid excessive repetition: 1) by creating relevant and valuable information and 2) by rotating your ads.
Think quality over quantity. Remember you aren’t the only person providing content to your customers. Consistent posting is essential, just make sure the message is relevant. Consider scaling back your messaging and focus on improving the quality of the content.
We know that you have a lot on your plate and you’re ready to grow your marketing. We’d love to help you. Outlook Business Solutions is a marketing agency that provides marketing and strategy services to businesses. Our mission is to create an inclusive and integrated environment populated with talented professionals with consideration and accommodations for those who are blind or low vision. Our professionals can help develop goals, strategies and content for your marketing needs. Contact us to learn more about our marketing services.