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It’s a rarely discussed factor in online marketing, but the frequency of your message is one of the most important things you could be overlooking. Your target audience doesn’t get convinced to buy, sign up, or engage the first time they see an advertisement. In fact, it’s unlikely that conversion will happen at the second advertisement, or even the third. In 1885, Thomas Smith postulated that it takes a full 20 times before an advertisement earns sales – and that was well before the current culture of content overload.

The frequency of your message matters across a variety of platforms. Your audience has to know you are there in order to interact with you, and there’s no way you’ll climb above the competition without that.

Frequency of Social Posts

From social media to your blog, frequency is the number one reason that these platforms fail. A business with a dusty blog or a Twitter account that never updates may as well not even have these accounts. In fact, a study by HubSpot showed that blogs with more than 16 posts per month get more than three and a half times the amount of traffic, compared to blogs that publish fewer than four posts a month.

Why is this so important? Blogs and social media are platforms where your audience has to work to seek you out. If they put in the effort to find you, chances are they want something – entertainment, information, insider sneak peeks, etc. By offering them plenty of content that is always updated, you show them that their effort is worth it, and they are more likely to stick around.

Frequency of Emails and Newsletters

While social posts may be about proving your content is worthwhile, content that you send directly to your audience must be repeated frequently in order to imbue your message with a sense of authority due to familiarity. That’s a hefty idea, so let’s break it down: You want your message to be convincing. In order to do that, your audience needs to believe that the message is coming from a source that knows what it’s talking about. And in order to do that, you need to become familiar, because people trust what they know.

The idea, once broken down, isn’t so difficult, but the execution can get tricky. In today’s marketing world, it’s believed that anywhere from three to 20 repetitions of one message are necessary to create conversions. Your target audience will have its own unique patterns that you’ll have to learn before you understand how frequent your message must be.

Frequency Outside the Internet

Finally, there is the idea of frequency outside of the Internet. Direct mailers, TV advertisements, radio jingles, billboards, and other types of advertising still have a place. Can you sing the Frosted Flakes jingle, complete with a Tony the Tiger voice saying “They’re great!” at the end? Of course you can, because you’ve heard the jingle thousands of times from the TV and radio.

This type of familiarity is what makes customers more likely to choose your product by default. When someone heads to the store to buy cereal, they are more likely to absentmindedly choose Frosted Flakes because it’s familiar – and the human brain craves what it knows.

Frequency Matters

What it all boils down to is that you must put yourself out there multiple times to get the sale. Human psychology favors what it knows, so becoming a familiar name and face in an industry will earn you the sales and conversion rates that you are looking for.

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