Social media and online communication means business people can send messages to target audiences more easily than ever before. Although this opens up lines of communication, it can also mean your message can get caught up in a whole lot of communication noise and not really be heard at all.
When writing blogs or e-newsletters, how often is often enough? How often is too often?
Whenever you communicate with your target audience, the right number of times you send e-newsletters, or post blogs, will depend on the following:
What information are you sending?
What type of content are you offering your readers? If it the latest in celebrity gossip, daily updates may be appropriate. If it is professional service advice and tips, maybe once a week will suffice.
When you’re trying to nail down the right rate of frequency, your content should be one of the first things you consider.
What resources do you have?
You could have all the ambition in the world, but in some cases, it will be your resources that determine what is the right frequency.
For instance, if you have multiple people contributing to your company blog, posting every day may not be a problem. But if it’s just you, something like a monthly newsletter to your email subscribers may be all you’re able to handle.
What does your audience want?
Bloggers and email marketers often find that letting their audience decide is the best way to get a grip on the frequency dilemma.
It is possible to determine what they want by judging their response to your approach, but don’t hesitate to ask them in a blog post or a survey just to be sure. This is a good idea because people tend to have different preferences, especially when it comes to email communications.
No matter what turns out to be the best frequency, make sure you commit to this frequency be consistent.