Have you ever wondered if you’re communicating too much or too little with customers and prospects? With too much communication, people opt out and stop paying attention. With too little communication, you miss out on sales because your competition got to them before you did — or an existing customer leaves and goes to a competitor because they feel they don’t matter to your company. In short, having the wrong communication strategy costs you loads of money in one way or another.
Here’s an interesting side note: 69 percent of people claim they’ve switched business providers because they felt they didn’t really matter to the company — that the company didn’t care about them. Crazy, right?
‘What’ vs. ‘How Much’ Communication
-So how do you let your customers know that you care? Communication. But the issue with communication isn’t just how much you are communicating, but also what you are communicating.
For example, have you ever taken a long trip with someone and the two of you just talked the whole time — one topic of conversation flowing seamlessly to the next — and time flew by? On the other hand, have you ever been on a long road trip with the kids and heard “Are we there yet?” at least a hundred times?
A comparison of these vastly different road trips demonstrates that what you say is infinitely more important than the volume of content so long as what you say is interesting and relevant to the person you’re talking to.
But how do you avoid becoming an annoyance?
Don’t Become Spam
How much content can you send every day, week, or month without annoying people? For email, you can typically send daily, with the occasional multiple emails in a single day. Many business owners feel that sending out a daily email is too much. I’ll often hear “I’d unsubscribe if someone sent me an email every day.”
The truth is that it doesn’t matter what you’d do; it only matters what your customers and prospects will do. If you are sending useful and entertaining information, people will pay attention. (The exception to this rule is an event such as a webinar. You can send out three emails in a day: one containing information about the webinar, one announcing the start of the webinar, and one sending out a replay link).
The same goes for all types of media. Create boring social media posts, and you can post as often as you’d like, but no one will care. Communication through social media platforms should be made often and should be as interesting, relevant, and shareable as possible. I know we’ve been lazy with our social media content in my own company and on my personal brand, so I understand the struggle of creating content that doesn’t suck.
From Inboxes to Mailboxes
Direct mail is an entirely different beast. With this type of communication, you can send out print marketing pieces as often as your budget allows. That being said, the same rules apply to direct mail as they do for email. If you’re constantly sending out uninteresting and unuseful pieces to your subscribers, you aren’t going to receive any responses.
For example, I received a postcard in the mail the other day from a company that asked, “What do these three things have in common with the organization that sent this postcard?” When I eagerly flipped over the card to see the answer, it said, “Stay tuned until May 4 …”
What? Why would I want to eagerly await the answer to this question? Send me a postcard and make one single offer. It is simple. It’s this kind of marketing that gives any media a bad name.
Even if you sent a postcard like that daily, you’d never get a good enough response to justify the ad’s initial spending.
In addition to all of this communication, you can and should send birthday cards, special occasion cards, promotions or gifts, and audio-based content via CD or flash drive — branded items with a reason why you’re sending them out and useful info about the industry. Of course, we shouldn’t forget a monthly print newsletter. That would be a tragedy.
How to Toe the Line
If you want a simpler answer to the question of how often is too often to communicate with prospects and clients, I’ll leave you with this thought: Nearly every company I look at — whether I’m looking to buy, invest, or as add as a mastermind member — 100 percent of them are under-communicating, and of that number, many of them are not communicating at all.
So my challenge to you is to determine how you can communicate more? What can you add? You don’t need to have a perfect communication strategy from day one, but you do need to start building up your touchpoints and their variety.