What is the first product you think about when you read the word, "Insurance"?
Chances are, your first thought was of an insurance company: either one you currently use or one you frequently see advertised.
This is a simple way of explaining how frequency works:
Frequency is getting your name out there in front of people wherever they are at the right time, in the right places, and in the right ways.
If you look around online, you'll find that all successful organizations are everywhere, all the time and that's because it works.
But it's more than just writing blogs or making videos; there are certain components to a successful online marketing campaign.
The Mere Exposure Effect
Science has shown that exposure to things creates a sense of familiarity for people and the more exposure they have to that thing, the more they are likely to trust it.
This is “The Mere Exposure Effect” or the familiarity effect.
The Frequency element of the FIRE Formula is the first step to achieving recognizability and trust from your prospective clients and/or customers because it allows you to build relationships that provide them with valuable information and insights that show them who you are and what you have to offer them.
It also shows them that you are there for them, able to answer whatever issues they may be facing.
Elements of Frequency
The best formula for Frequency includes three critical components: Consistency, timing, and platform.
Research shows that the top three things consumers look for in social advertising are honesty (86 percent), friendliness (83 percent), and helpfulness (followed by humor at 72 percent).
These are elements to incorporate into a consistent marketing campaign that strengthens your brand and promotes trust in your products and services.
Being consistent won't do much good if you're not providing valuable content at the right times.
Hubspot reports that each platform has different optimal times for advertising.
Facebook and Twitter, for example, spike around 9 a.m. Conversely, 5 p.m. is more effective for Instagram and LinkedIn is best from 10 a.m. to 12 p.m. based on user data.
Knowing which platforms will reach the right people is crucial to making sure you are not wasting valuable time and resources on the wrong marketing strategies.
The Marketing Rule of 7 principle states that prospective customers need to see what you are offering seven times before they really notice you.
Strategically utilizing these concepts - combined with the other three concepts of the FIRE Formula - creates what I call the Ignition Effect and can help catapult your conversions and increase your bottom line.