So, you have taken the time to lay out a marketing budget, even down to how many times you want to do things during the year. Could timing have an affect on your return on investment (ROI)? Sure it can. If your annual market numbers have reliable curves and spikes, use those to your advantage.
I tend to think that the time to spend money on marketing is when potential clients are considering using your service or product. So, how do you figure this out? Think about what you do, how long it takes for someone to make the decision, and gear your marketing toward that time.
Example: Real estate marketing
In the Northeast, typical market curves go up during spring (the busiest season) and fall (second busiest). Most of the closings tend to occur during June. We know the average time between contract and closing is 45 days, and that potential clients start looking for a house 30-60 days before that. That means, potential clients begin their search or start thinking about listing their house at the beginning of March. That is when your first postcard should land in a potential client’s mailbox (or any other marketing efforts).
Next, you need to be consistent (read more about marketing frequency in my recent blog post). Hit them at least 7 times throughout the year with “passive marketing” efforts. That includes both any new/cold leads and any people in your sphere of influence (SOI). Make phone calls regularly to keep up with past clients.
The goal is to increase the return on every marketing dollar you spend. So, let’s work smarter by targeting our timing.