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Your Marketing Strategy for 2012: How Much? How Often?

Every marketing scenario is different but it can be helpful to have some “frequency” rules of thumb that you can consider and adjust for your needs.

  • Blog Posts: Once per week, or more frequently.  No less than 12 per year (once per month).
  • YouTube Videos: One per month, or more frequently.  No less than 6 per year (every other month).
  • Facebook Page Updates: Monitor daily and update once or twice a day, max.  Try every other day.  Schedule updates during evening hours and on weekends and holidays.
  • Twitter Updates: Monitor daily and update one to five times a day (space tweets an hour apart).  Suspend unrelated tweets during emergencies and disasters, breaking news events.
  • Email Communications: One newsletter and one announcement/postcard per month, or no fewer than 6 email communications per year (every other month).
  • Radio Advertising: Read this blog post on frequency and effectiveness and consult your ad rep.
  • Newspaper Advertising: Run at least 6-8 display ad insertions, at minimum, over a 2 month period, and measure results. Consider weekly ads, and consult your ad rep.
  • Postcard Mailings: Tie to events, which you may have every 4-6 weeks, for example.
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