Have you ever deleted a bunch of impersonal emails from your inbox? Already ignore almost all ads, even native ones, on social networks? What was the last commercial you saw on YouTube (like the ones you could skip over)? A brand saturating its exposure to the public is a real danger to a marketing strategy, be it inbound, outbound, traditional or digital.
I’m sure some of these things have already happened to you. In your email, on your Facebook, on your YouTube. (With me, the last one was on Spotify. I finally subscribed to the service, just to get rid of the advertisements.) This feeling of being tired of advertisements, of ignoring them and not even paying attention – even to something that could be useful – happens to everyone and as I said up there, both online and offline.
You give you an example: I subscribed to a monthly newsletter. I was thinking and decided that I wanted to know a little more about decorating small rooms. (Yes, I enjoy well-decorated and thought-out environments and love reading about it.) So I searched for some specialized sites, filled out the form, and got the famous welcome email. Everything is fine.
Then the following week, I received an email entitled: “Learn about our latest signings”. Yes, an email talking about the company’s latest employees. I’m sure this is important to someone, but for me who just signed up for the newsletter, it didn’t make any sense. I didn’t care. So, first email, straight to the trash. You know that saying “the first impression is the one that stays?” So it is.
Browse the content
- How to make people tired of your brand
- How not to let people get tired of your brand
How to make people tired of your brand
It’s not just the value of the message being sent, but also the frequency. It’s no use just sending emails with quality content and super interesting promotions if you do this 3 times a day. As much as people are interested, if you abuse their goodwill, they will start deleting your emails as soon as they arrive in their inbox. Without even looking at them! And last I checked, this was losing money. I’m sure you can imagine any situation in your life where you went through this.
Many companies have problems with this. I regularly subscribe to newsletters and download different materials to be part of nutrition streams. And because of that, I can guarantee that many companies don’t know how to manage very well the contacts they have. There are many emails with news from the company, new employees, new features, recently posted articles on the blog, and another world of other things. Some of this information I’m sure is useful and interesting to me, but I’ll end up not seeing it in the middle of so much.
You can see engagement and open rates drop (and hear that “email is dead”) due to the excessive number of outbound emails. This is a big mistake many companies make, some of which I participated in creating the marketing strategy, and which I want to help you avoid!
Many messages in one media
Although my examples are just emails, you can expand them to basically all the media in which you advertise your business. People will tire of your brand if they are overexposed to it. When they start seeing the same message, the same name, the same person, over and over and over, those efforts will become the background. That famous wallpaper that no one remembers what it looks like. It’s as if the brain filters that world of information. It will start to identify the brand that appears in excess and toss it in the background as if it were unimportant.
The message is worthless or infrequent
Worthless messages speak for themselves. Something useless will be ignored very easily. So don’t think that you just create some content or an ad and people will remember your brand forever. Maybe they will but in a VERY negative way.
And it’s no use sending a message, dense, with relevant content or excellent promotions, every six months. If overexposure is bad, not exposing is bad either! It is necessary to look for that ideal frequency, take tests and not send too few messages or messages.
Frequency cannot be defined by the user.
Each person has a different demand. There are people who like to receive information daily, there are people (like me) who prefer to receive it monthly (after all, even if I want to spend the day reading content and emails from other companies, I still need to work). So having a way for the user to adjust the frequency of messages he receives can be very interesting.
How not to let people get tired of your brand
I will give you some solutions and suggestions on how not to become a background and increase the effectiveness of your marketing strategies. However, I will speak of each possibility separately.
Start simple and very personal. Ideally, you would send each email from each contact manually. But we know that no one has time for that if they want the company to grow. However, automation tools already allow for a lot of customization. Use and abuse this feature. So don’t use generic emails! Send a personal email that creates a link with the person receiving it and lets them know they can reply there if they want. For example, several of Ingage’s updated emails come out of my email. Eventually, I get a hello, a compliment or a review. Which is positive and shows that people are opening and reading what I’m uploading. Also, don’t go out inventing too much and trying to create fancy messages.
Start simple and then do lots of tests. The best way to find out which messages are most effective is to test. So follow closely your metrics. A drop-in open rate could show that your subject is bad. Are the clicks on the links you send low? Time to improve your calls. And of course, be very careful. Nobody wants to end up in the spam box.
I’ll start with one of the email tips: do lots of testing. This is true of almost everything in digital marketing. You won’t be absolutely sure what your audience wants if you don’t present them with multiple options. As much as one style of content performs well, try others. You may find that another format will have even better results.
Also, review metrics frequently. Knowing if your conversion rates are good, if the average time spent per page, how the bounce rate goes, can give you a direction on how you should act.
You might think that as a marketer, your job is to publish articles and materials on a daily basis. Not quite there. Your job is to make the most of the results that this strategy offers, getting the best numbers. And for that, it’s important that people don’t get tired of your brand and keep looking at everything you produce.
Facebook, Twitter, and other social networks
I left social media for last because most companies believe that you just have to publish everything possible every day of the week and that’s it. It’s not there. These social networks have algorithms that penalize posts with very low engagement. If you post multiple times and get no engagement at all, it will be progressively more difficult to reach a large organic number of people.
Remember that social media users are very sensitive. They will comment expecting responses and want brands to recognize what they do. If she doesn’t pay attention, it becomes the background. So, planning your actions on social media is especially important.
just to finish
Making your marketing “boring” is very easy and will bring disastrous results for your company. That’s why it’s important to be very careful and pay close attention to everything that’s being done. Here at Ingage, we check our metrics daily so we don’t become the background of someone’s email or just another Facebook ad. And in your company, how are you doing?