The Hidden Metric 🕵

There’s a marketing metric that I don’t hear talked about much.

In fact, most reports don’t contain it, and most agencies don’t report on it.

This metric is frequency.

Frequency is simple. How often are you in front of your customers and prospects?

In the days of radio and TV, this metric was reported a LOT.

But today you don’t hear about it as much. Instead we focus on overall impressions.

But who is more likely to buy. 1 million people who saw your ad once? Or 10,000 people who saw your ad 100 times?

Without a doubt, the people who saw your ad 100 times are more likely to engage with you, to buy, and to become customers.

And frequency doesn’t just mean ads. Although ads play a part of it.

Social media. Email marketing. Search. Adding value.

The more often you’re in front of your prospects, the more likely they are to buy your product – all else equal.

Marketing and ad campaigns don’t always drive immediate action. Sometimes they do. Sometimes the offer is amazing, or in front of the exact right audience, or has a strong emotional impact.

And all of that is good. And important.

But without frequency, you’re not going to be successful in the long run.

Impact is important. But frequency matters just as much.

Frequency + Emotional Impact = Sales

So be frequent. Be consistent.

The outcome can be hard to measure, but the impact over the long run is huge.

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