When is your ideal customer most likely to absorb your marketing messages?
Knowing the answer to this question is integral to the success (i.e. profitability) of your marketing strategy.
Today, I'd like to talk about all the different timing considerations you should make before putting out marketing messages, as well as how to best learn about your ideal customers' preferences.
We've got a lot to cover, so let's get started.
Timing is Everything…Especially in Marketing
If you want to get the highest possible ROI (Return On Investment) for your marketing efforts, you must take your target audience members' 'best times' into consideration. This could mean a number of things:
- Sometimes the best time to reach your ideal customer is early morning. Some people like to hear about opportunities in the morning, when they feel fresh and energised. This is most often true of those people without 'the big rush' in their a.m. households (i.e. typically not those speeding off to their job or hurrying the kids out the door to catch the school bus). They open the notifications on their phones before they even get out of bed. Others scroll through whilst eating breakfast. If your ideal customer is a morning marketing person, know what time they generally rise and interact.
- Lunchtime is optimal for others. Especially if your ideal customers work 9-to-5 jobs, their lunch breaks could be the only time throughout the day they have to browse their feeds and personal emails. What is the typical lunch hour for your target audience members?
- Evening and late night is best when marketing to some. Parents with small children often take 'personal time' after the sun goes down. Likewise, younger generations and single people are often more active on the internet and social media during the late hours. If your ideal customer falls into this category, know what is 'late.' It could be 8 pm. It could be 1 am.
- On the weekends is best for many. Lots of people have more time on their hands on the weekends, and can spend more time digesting the marketing messages they receive. Know your ideal customer. Is Saturday better because Sunday is family day? Or is Sunday better because it's their time to relax? Or…maybe they don't want to take in advertising whilst relaxing. This is about truly knowing your audience's preferences and reaching its members at a time when they're most open to hearing you.
- Weekdays are popular for others. Some people don't want to be bothered with any type of marketing over the weekend, and would rather 'do it all' during the week. For these people, it's not only important that you discover what time of the day is best; it's vital that you name the optimal day of the week. Maybe Mondays are too hectic. Maybe Fridays are too weekend-focussed. Maybe they work in the restaurant business, and Mondays are their day off to catch up on personal matters. Others work all weekend and just want Mondays to relax, without outside influences. Some get paid on Friday, and are thinking about spending money. Others get paid on Thursdays, and don't want to spend money until all their bills are paid. If you're marketing to small businesses, keep in mind that one day of the week is usually dedicated to payroll and other necessary functions. Attention to your marketing will be reduced on these 'special' days of the week. Know your audience and you'll know on which day of the week your marketing will shine.
- Different seasons are better for different people. First of all, you've got to know what you're selling. This sounds a little crazy, I know; however, if your product is at all seasonal, timing will be of the utmost importance. If you're selling outdoor furniture in a four-season climate, late winter and early spring will be peak marketing season for you. But what about for your customers? Maybe they're uber-cost-conscious and would be more interested in hearing about your end-of-season sale in the fall. Know what you need, know what your ideal customer wants, and then decide on a time that suits everyone.
- One time of the month may be better than the rest. What do your ideal customers have going on in a typical month? Do certain processes start over on the 1st...so they're preoccupied then? Is their rent due on the 1st…so they're broke? If you're a B2B company, knowing when recurring procedures are scheduled during the month can be important. Think about things like payroll, monthly service scheduling, accounts receivable billing…all of which can detract from the amount of attention your marketing and sales calls get.
That's a lot, I know. You're probably wondering how you can find the answers to all these questions, and how you can cover all the possibilities and variables.
There's one surefire way to get the right information, and that's to go directly to the source.
Connect with your ideal customers on social media. Monitor your own pages' analytics to see which times of the day (and days of the week, etc.) they're most active on your pages. Look at their pages. When are they liking and sharing? When are they posting?
Check your website's metrics, too. Your ideal customers are those who are searching for the terms your webpages are ranked for. Peak times are right there, for the taking.
And don't forget to talk to your ideal customers. Get in there and ask them direct questions about when they are most likely to want to interact with messages from your brand. Some business owners hesitate to do this, not realising that their customers will appreciate their opinions being valued, as well as respect those brands that take the time to make personal connections.
If you haven't yet mastered your marketing message, you're not alone. Marketing can be tricky, and often requires a lot of trial and error; however, if you're experiencing more error than success, you could use a fresh perspective and some expert advice. That's where the Master Your Message™ system and retreat come in. In this programme, you will polish your story, your mission, your 30-second pitch, your content strategy and so much more! By the time it's over, you will have a message that is magnetic to your dream clients, and you'll know how and when to deliver it. Click here to learn more about the system, the retreat, and to enrol.