StoryPath Communications

The Role of Repetition in Marketing

In marketing, there’s something called the rule of seven, which says that a customer must be exposed to your brand seven times before they commit to buying from you. It’s not quite that simple, of course, but the general idea is that repetition in your marketing matters.

One single exposure likely isn’t enough for someone to work with you. They need exposure to your brand in multiple ways over time to build the trust necessary for them to purchase from you, and the level of trust required increases as the amount of investment increases. 

How exactly do you go about creating multiple exposures to your brand over time? Here are some ways to ensure repetition in marketing for small businesses and nonprofits.

Think about layers of communication

Prospective customers may encounter your brand in multiple ways, including things like social media, talking to you at an event, or maybe even a direct mail piece in their mailbox. Those are layers of communication over time, and it’s important that your message be consistent from one channel to the next to build awareness and trust with your prospective customers.  

Say the same thing in a different way

People are busy, and they’re exposed to tens of thousands of brand messages in a day. Think about it: billboards, radio commercials, TV commercials, social media, etc. It’s a lot for our brains to process, and that’s why repetition in marketing matters. People likely won’t read every word of your email or print piece, and they may not listen to the entirety of a radio ad.

Also keep in mind that every piece of content isn’t going to reach everyone. Stuff gets lost in the mail, the social media algorithms mean not all your followers see every post, etc. That means you need repetition over time even on the same platform. Don’t be afraid to say the same thing but say it in a slightly different way. Don’t mix up your message so much that you create confusion, but use the same information and modify it slightly for different posts on social media or content on other channels.

Plan ahead

Planning out your marketing calendar in advance is a great way to ensure that you have multiple layers of communication while maintaining a consistent message about your business. Developing an editorial calendar can help you stay on track through the year and create the right kind of repetition in your marketing.

The final thing to consider when it comes to repetition in marketing is the time it may take to see results. Because people need to see multiple messages over time to build trust with an organization, it can take time to see a return on things like social media, blogging, and email marketing. Make a plan and stick with it to see results.

Reach out to the StoryPath team today if you need help with planning a content calendar for your organization or a full communications plan.

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