Timing is everything—at least when you’re creating marketing campaigns. In fact, as mobile devices and social media connect consumers with brands and businesses 24/7, timing becomes even more important.
Consider these factors when deciding on the timing of your marketing promotions.
How long is the decision-making process? How long do your prospects typically take to go through the sales funnel from considering buying a product/service, to researching the field, to making a purchase? If you sell software to large corporations, your sales cycle could be 6 t0 12 months, or more. However, if you own a restaurant, the decision process, from consumers deciding to go out to eat to choosing a location, could take minutes.
What are you trying to accomplish? For marketing campaigns with ongoing goals, such as increasing brand awareness, timing may not matter as much. However, if your campaign has a time-related goal, such as attracting more customers to your restaurant for your lunch specials or selling all your boutique’s winter sweaters before spring, timing is critical.
Is this a seasonal promotion? For marketing tied to a specific date or time frame—such as the holiday shopping season or Father’s Day—first, find out when customers typically begin shopping for the event. If, for instance, most people don’t shop for Father’s Day until the week before, marketing efforts six weeks out are a waste of money. Combine your customer data from past years with information from industry associations and trade publications to pinpoint the best timing.
What media do you plan to use? Lead times vary depending on the specific medium you choose. For television or radio advertising, for example, you will need to build in time to develop, record and edit your ad. For print advertising, you’ll need to create ads to fit different publications’ specifications and meet their print deadlines (which often are months earlier than the actual publication date). Allow time for copywriting, design and other creative work. Contact the media outlet for a media kit and other advertiser information.
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On the other hand, pay-per-click ads, social media posts or advertising, and text message marketing can be created on the spot, making them ideal for timely promotions. For instance, if your store sells umbrellas and there’s a sudden downpour, quickly create posts or texts promoting the umbrellas and send them to your customer list. Is your restaurant having a slow day? Send a text message promotion about Happy Hour to attract people after work.
Who are your target customers? Each demographic has its own habits when it comes to engaging with advertising and marketing. Millennials are likely to view your emails, online videos or social media posts on their smartphones, and be more responsive to digital marketing. Baby boomers are more likely than younger customers to watch TV and read newspapers, making these better marketing channels for this demo. Find out from your customers the media they spend the most time with.
When are your customers paying attention? Ask the media you’re considering when your target customers are most likely to be watching/reading/listening.
As for social media posts and email promotions, there are numerous studies—which all seem to contradict each other—about the best times, days and frequencies to post on social media or send emails. The only way to really know what timing works best is to test and monitor your results.
For television, radio or print advertising, code your ads to track which ones get the best results. For social media marketing and email marketing, use your platform’s analytics tools to see which days, times and frequencies attract the most attention — and convert the most customers.
By choosing the right timing for each marketing method and goal, your small business can achieve better results for each dollar you spend.
About Rieva Lesonsky
Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.
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