The term ‘brand fatigue’ might sound like the latest to join a long list of terms engineered by people within the marketing industry for the industry. The immediate question(s) therefore is… is this a real thing, and do we need to worry about it?
This is by no means a definitive answer; it probably is ‘a thing’, but to ‘worry’ about it might be a bit extreme. Brand fatigue certainly isn’t on the same worry scale by comparison to visiting your GP or dentist. In our opinion, it’s simply being conscious of overdoing doing it with regards to push messaging. Working towards a better balance of what you say to your customers and how frequently you say it is the challenge. Understanding when your activity runs the risk of becoming excessive before it actually is, and applying some control mechanisms is ultimately the goal.
To define what balance is correct for you and your brand is likely to take some time. This is because this balance will be largely unique depending on a number of factors such as how established / respected your brand is, and what sector you exist within. We recently published an article on best practices in content marketing. This post might be worth a few minutes of your time having a look at this post, as many of the same techniques and considerations will be relevant to maintaining a healthy brand (covered in this article).
With regard to managing the frequency of your marketing efforts, try to focus on the three main areas: email marketing, blog posts and social media. Below are some tips on how to approach each area:
Email marketing is probably the key area to concentrate on; after all, it’s likely you’ve worked pretty hard to build up your subscriber database. The last thing you want is for this list to diminish as result of recipients frantically looking for the ‘unsubscribe’ link. Once they click they are gone for good. Don’t give them a reason to do this.
In this day and age we have so many subscriptions and accounts linked to our email addresses, and we’re happy to trade those addresses for money off, special offers, and as an entrance fee to join virtual clubs. Unfortunately, as a result, our inboxes quickly fill up with rafts of emails, often telling us about services or products we no longer have an interest in.
With this in mind, it’s important to be mindful of changes in open and engagement rates. Additionally, pay particular attention to higher-than-average numbers of people unsubscribing. This might be the most obvious of suggestions, but it’s the most important, so I had to mention it. Whilst the content within your emails, and also the layouts, are likely to change over time (as they should), it’s still worth analysing the response from each shoot, and plotting them on a time line. By creating your own set of benchmarks, you’ll be more reactive to changes in recipients’ behaviour.
The most likely reasons for changes are more often than not down to:
- Sending emails too frequently
- Not taking the time to segment the lists and produce personalised messages
- Failing to identify true value in the promotions that are sent out
- Lack of A/B testing, in terms of content type, length, tone etc
Go back to basics and work towards producing good quality content, consider incentives that could make the difference to the recipient, and limit the amount of broadcasts. Quality over quality feels like the most appropriate take away point.
Avoiding fatigue, especially in the context of blog activity, is a tricky area to navigate. Unlike the insights and analytical tools both social channels and eCRM platforms offer, blog distribution channels can be somewhat restrictive when looking for useful information. Whilst it’s going to be a clunky, inconclusive process, it’s worth putting in the legwork to discover as much as you can about each outlet. This might be in the form of best day / time of day to post, appropriate tone, frequency or length.
Working towards the same methodology we have already discussed, trialing and testing content ideas before building on them further and posting everywhere is, undoubtedly, best practice. Twitter is a fantastic platform for a snack or abbreviated content distribution. It can be used as that first toe in the water when it comes to discovering which tweets receive a positive response, and can be given the green light to become longer form content ideas. Once your content pillars have been defined, you might then want to consider other platforms such as Facebook. With Facebook, unless the posts have been pre-qualified for a healthy response, low engagement will inevitably follow. This translates to poor visibility through Facebook’s algorithm. The result: your page will fall between the cracks – a difficult place to come back from.
There is a plethora of great social management and analytic platforms to help you make sense of, and use, the hundreds of different buzz metrics out there. Here are a few we think are worth considering; Hootsuite, sproutsocial and a wildcard, BirdSong Analytics
If you’d like to talk to us about any form of digital campaign, build or strategy planning, please feel free to send us a note: firstname.lastname@example.org
Duncan Burgess: Head of Delivery | Spicerack Media Ltd