Does your brand splash around and do cannonballs off the side of the pool, or do you dive straight in and swim with a smooth, steady stroke? Rome wasn’t built in a day and your personal brand, reputation or business brand can’t be, either.
Trying to rush it, bombard people with it and be too much in people’s faces is not going to make them notice you faster or get them to buy more consistently. In fact, think about all the emails and newsletters that you now block, delete and unsubscribe to. People tell me all the time they are only following and getting emails from people and companies that really connect with them and provide them with timely information they want and need.
There are some really great professionals and companies who I like and admire, but I just don’t want daily emails (and sometimes it’s two or three a day). Those relentless reminders, repeated offers, re-framed messages, reminders about offers ending, multiple articles just posted on their sites….
What’s the best practice here and does this help or hinder brand development and recognition?
Just when I think I’ve gotten through all of them, another slew of them downloads into my browser. I am really exhausted trying to keep up. Aren’t you?
More and more people I am speaking to are putting new boundaries on emails and email marketing. We know how important and effective email marketing, is but how often and for what reason do we need to be sending email marketing messages?
I am on my social platforms a few times per day; post two to three blog articles weekly; and write for several other business, career and marketing sites. I also try to send a dedicated, purposeful email out to my permission-based email list once per week; about every two months I send out a themed newsletter.
So, how much more do I need to do to be out there to grow my brand and authority?
I believe it’s the consistency of your activity, the length and content of your messages, and finding just the right frequency that develops a brand organically over time. Brands should meander with purpose to where they are being naturally led.
No need to rush it or bombard people with your brand. Let it unfold, be consistent and “go with the flow.”
I completely agree. Sure, the initial steps are important. However, to truly reach the brand status you need to be consistent. If not, it just falls apart.
Jonathan, thanks for your comment. Steady wins the race!
I think it boils down to respect. You need to respect the prospect/customer and treat their time as preciously as you treat yours. If they’ve agreed to daily tips, go ahead and send daily tips. If they just wanted a free download, an occasional email is probably all you should send. Each situation is unique, so be wary of “best practices” unless it’s the same industry and prospects.
Robert, indeed it does boil down to respect, of people’s time and attention.I don’t think people always realize that they are over emailing and how it becomes a tune out factor, rather than an engagement. Great comment, thanks for stopping by!
Good article. I know I am always in a hurry to implement stuff, and don’t realize that developing my brand is a long term project.
Kip,thanks for your comment. Best practices are really works for each person and their brand and marketing goals. Those goals can be measured to really see if they are maintaining, adding or losing community.
I completely agree, in fact I came to this entry after going through a list of sites I subscribe to and unsubscribing the ones that are constantly bombarding me with content. It’s much more about the quality than the quantity. I’d rather see one helpful, well thought out and insightful article than a dozen that are irrelevant to me.
Scott, I call it ‘pruning’! Quality and relevance is what most of us have time for! Thanks for stopping by.
Nathan R Mitchell
Prospective customers are already strapped for time. The last thing they need is an influx of email hitting their inbox each and every day from you. Yes, even if they have subscribed to it! I think once a week is sufficient. I recently signed up to receive content from a very prominent and successful motivational speaker. I sometimes get two to three emails per day. Seriously??? I’m not impressed…
Hooray for Nathan. I spend lots of my time finding the “unsubscribe” button.
Nathan, Scott, Kip, Robert thanks for helping answer this question for me! “does this help or hinder brand development and recognition”? Hinders and becomes a tune out. We all need to find the best content and frequency for sending it.
I think another form of respect would be to actually FACILITATE the customer’s decision to unsubscribe. Many times when I decide to unsubscribe I am met with insane hoops to jump through. And, as I use my smartphone more and more, the effort to respond to 3 different web forms is just irritating.
The decision to unsubscribe doesn’t mean that person is mad at you / your company. It just means they are too busy with something else to pay attention to every piece of marketing that you think is important. If you let people out with class, they very well may be back with money in hand down the road.
Oops ! A little late to the party! And, apparently, I’m feeling preachy !
Todd, I couldn’t agree more. Respecting people’s decisions is not something to take personally. No hoops, just simple click here to unsubscribe and it’s done! Thanks for stopping by anytime!!