How do you know when you’re marketing too much? It can be a fine line, but here are some principles to guide your marketing planning:
1) Ask your clients. The best way to understand how clients and prospects feel about the frequency of your promotions is to ask them. If most tell you the frequency is “about right,” you’re on target.
2) Measure your opt-outs. Count the number of people who are cutting off their dialogue with you by unsubscribing to emails, unfollowing you on Twitter and unliking you on Facebook. If the numbers are escalating, over-marketing could be why.
3) Follow your own firm and see how it feels. Opt-in to your own promotions to put yourself in the client’s or prospect’s shoes and find out what it’s like to be on the receiving end of your promotional messages. If even you get tired of hearing from your company, you’ll know it’s time to turn down the volume.