Marketers are told time and time again that to capture a lead, persistence is key.
But no one likes to be overloaded with marketing materials.
It’s overwhelming and off-putting.
Though quantity may be important in effort to keep your brand at the forefront of their minds, contacting perspective clients too often can give the wrong perception of your company.A high quantity can easily be perceived as low quality.
That’s why the balance between the two is crucial.
Our Best Friend and Worst Enemy: Google
Since Panda in 2011, we have seen a number of big changes to Google’s algorithm.
Low-quality, unresponsive sites are being ignored and replaced by the sites Google deems relevant and up-to-date.
The need to produce quality content at a consistent rate has never been more important.
Marketing campaigns must be crafted with a focus on relevance and value.
Even Google’s own representatives have been saying that the search engine is specifically designed to reward the sites that are creating frequent, well-designed, and valuable content.
That Goes For Print Too
Though this battle of quality and quantity with Google exists only in the digital world, that doesn’t mean it can’t be used when crafting your print marketing materials as well.
By using those guidelines given by search engines and applying them to your marketing campaign, you will be able to build a much stronger foundation for capturing and maintaining perspective and current clients alike.
Google has spent years studying customer preferences and buying habits to improve the algorithm and overall experience for the users.
So use what Google has spent time and money on to your advantage.
Learn as much as you can about your customers and create audience and buyer personas.
There should be a frequency in marketing but creating that balance can be difficult.
Of course, you want your brand to be remembered but your emphasis should never be on volume instead of quality.
I think it’s safe to say that if you focus on creating valuable content first, everything else will fall into place.