Starting a marketing campaign can be tricky, especially when it’s online. While there’s a lot of factors that go into creating a successful and effective campaign, this blog is going to focus on the frequency of advertising and the consistency of the message.

Advertising online is a beautiful and hyper specific thing.  Not only can you target audiences based off several demographic factors such as age, sex, location, but also based off of things they’ve liked, such as product pages. This helps to take some of the guessing out of marketing and allow you to tailor your campaign and maximize returns.

The million-dollar question is how frequent to be. Unfortunately, this isn’t an exact science. You need to advertise frequently enough to get results, but first you need to decide what kind of results you want. Is your overall goal to increase brand recognition or to generate sales? Once you choose, then you can create one of those specific ad campaigns we mentioned earlier.

If your goal is to increase brand recognition, a display advertising campaign is a great choice. These campaigns typically run for longer so you’re constantly in the back of your audience’s head. One example of this is the advertising efforts of mortgage companies. They run long term campaigns so when the time comes for a new client to get a mortgage, they remember that specific brand. Electoral hopefuls do this as well. Think about it, how many advertisements have you seen for a presidential candidate today? They’re promoting themselves, or increasing brand recognition, in hopes of a vote. So, display advertising is a great way to get your name known over longer periods of time and also generate a few sales.

If you’re more sales driven, Adwords and Facebook ads are great. You can create campaigns which are specifically aimed to drive more traffic to your website. These campaigns are typically run for shorter periods of time (but can run for as long as you choose), and the ads show more frequently in hopes of creating revenue (added bonus: they also create brand recognition!). If you’re persistent enough, it’ll pay off. However, being too persistent can backfire, such as in email campaigns.

For email marketing campaigns, you need to be consistent, but not overwhelming. Once or twice a week is enough. If you’re constantly flooding your clients’ inboxes, they’ll get annoyed and unsubscribe from your ads. CampaignMonitor.Com found that 45.8% unsubscribed or flagged the emails spam because they received too many, so it’s important to find that sweet sport of staying relevant, but not too much. For some stats on email marketing, click here.

So, some takeaways are clarify the goal of your advertising campaign, and advertise enough to meet that goal. Not sure how to accomplish this? Run A/B testing.  Create 2 ads with one change, could be headline, image, or description and run the ads with similar traffic to see what gets the highest CTR (click through rate).

Now that we’ve settled frequency, we can move on to consistency. They may be synonyms, but they are two different things in the marketing world. Keeping your message consistent is very important for your brand. And if it works, why mess with it? The old saying “if isn’t broke, don’t fix it” rings true in advertising. Take a look at these companies who have been using the same slogan for years, have created brand recognition and generated revenue.

Now, obviously if your message is not working and somehow getting lost, you should make some changes. The best way to do this is through the A/B testing we mentioned earlier. Tweak one thing and see how it does in comparison to your previous ad. It’s also important to keep in mind your brand identity and voice. Make some changes, but don’t lose your company’s voice completely.

So, in conclusion, identify the goal of your marketing campaign, advertise as frequently as need to accomplish said goal, and be sure to keep your message consistent. Thanks for reading!