Ever been told a secret marketing hack that sounds too simple to be true? Well, here it is: Rinse and repeat. Yes, you read that right. Rinse and repeat!
Every time I share this with a client, their reaction is almost always the same:
“But I’ve already shared that!”
“I only post when I have something new to offer.”
Such sentiments are widespread, but they’re also the very reason many businesses struggle to convert their “followers” into engaged and, more importantly, paying clients.
The Power of Repetition
We humans are creatures of habit. We remember things through repetition, seeing them over and over. And when we remember things from certain brands or individuals, we naturally begin to trust them.
As marketing guru Seth Godin has said, “We associate ‘trust’ with the events and stories that happen again and again. The familiar is normal, and the normal is trusted.”
Yet, many of us, in our quest to stay fresh and innovative, forget this golden rule. We fear monotony and, in doing so, often deviate from our core messaging.
Facing the Reality of Engagement Rates
Here’s a reality check for those fearing repetition: If you have 4000 followers on social media, statistics show that less than 200 of them are actively engaging with each of your posts. And that’s is you have an excellent engagement rate. A “strong” engagement rate on platforms like Instagram is a mere 1-5%. So, the vast majority of your audience probably hasn’t even seen, let alone remembered, your key messages.
Avoiding Random Acts of Social
Many fall into the trap of what I call “random acts of social.” Posting sporadically, changing talking points on a whim, or only sharing when they feel like it’s something new and different. These habits, while common, are detrimental. They dilute your brand message and reduce the chances of your ideal client engaging with you.
Remember, as Godin puts it, “The familiar is normal, and the normal is trusted.”
Just remember: Repetition is not your enemy; it’s your ally. It’s the bridge between being known and being trusted.
So, delve into your content archives, pick out those popular pieces of content and present them with a fresh perspective. Your audience, especially the 95% who missed it the first time, will thank you for it.