Time to pay Attention to Your Marketing
Brand weakness is a real threat to your marketing strategy. Why brands become "background noise" and how you can avoid it. We'll talk about why no one is paying attention to your brand, to your marketing. It's the perilous pitfall of brand weakness.
How to cause brand weakness
If you're a subscriber of a particular portal, you probably get a new email every time a new crawl is completed, and a campaign is set up, and you have new rankings data. Some of that's really important, right? Like if you're paying attention to this particular site's rankings and you want to see every time you get an update, well yeah, you need that email. But it's actually kind of tough to opt in to which ones you want and with what frequency and control it all from one place.
We have found that our email open rates, engagement rates have actually drifted way, way down over time because, probably, we've inundated you with so much email. This is a big mistake that portal has made in our email marketing, but a lot of brands make it in tons of places.
1. Too many messages on a pipeline
Brand weakness happens when there are too many messages, just too many raw messages on a medium. You start to see the same brand, the same name, the same person again and again. Their logo, their colors, the association you have, it just becomes background noise. Your brain goes into this mode where it just filters it out because it can't handle the volume of stuff that's coming through. It needs a filtration mechanism. So it starts to identify and associate your brand or your logo or your name or a person's name with "filter." Filter that out. That goes in the background.
2. Infrequent value to deserve attention
It also happens when the value provided is too low or too infrequent to deserve attention. So this might be what we're talking about with FounderDating. One out of every maybe five or six messages, we're like, "Oh yeah, that was interesting. We should pay attention to that." But when it becomes too infrequent, that same filtration happens. Too few of the high value messages means you're not going to pay attention, you're not going to engage with that brand, with that company anymore. All of us marketers will see that in the engagement rates. No matter the medium, we can look at our numbers and see that those are going down on a percentile basis, and that gets really frustrating.
3. The messaging can't be controlled
So this is the problem that portal is having where we don't have that one email control center where you say how often you want exactly which messages updating you of which notifications about which campaigns, and newsletter and da, da, da. So your message frequency is either all the time high or very high.
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