Timing is often overlooked by many organizations and businesses, especially those with small teams and even smaller budgets. Many business owners fail to see the importance of marketing for specific times of the year, instead deciding they should just push their marketing efforts throughout the entire year, and while this can work in some instances, it can also lead to little ROI for their efforts.
Timing is everything, especially in the advertising and marketing industry – if you post too early, nobody cares and if you post too late you can miss out. With Google Trends, Twitter Trending Topics, and even by looking through your marketing data and history you can know exactly what works and more importantly when! Getting the timing of marketing can be difficult, especially for businesses that can’t latch onto more typical times of the year. However there’s no reason they should miss out, there’s plenty of opportunities out there.
1. Awareness
In order to launch campaigns at a sensible, relevant time, you need to be paying attention to current talking points and trends, failing to do so could mean missing out on a number of huge opportunities. By tuning into major events, monitoring trending topics, and keeping up to date with things your audience is likely to be also paying attention to, you can become more aware of what’s happening and potentially use this to give you an idea of when to launch marketing campaigns.
2. An Instant Response
What’s popular this week might not be popular next week! The problem with popularity is that it can often be fleeting, which is why an instant response is often needed. Once you’ve become aware of what’s going on in the world and how you can market around this, it needs to be implemented pretty much straight away in order to not miss out on a huge opportunity.
There’s nothing worse than when a brand tries to take advantage of a meme or popular culture reference too late, it makes brands look outdated and behind the times, something you don’t want to do.
3. A Relevant Platform
Being able to keep track of what’s going on in the world is all good, but you also need to consider how you’re going to get your message out there. Social media is ideal for posting content that is relevant to specific trending topics, memes, or pop culture topics as it’s likely there will be plenty of others posting and sharing content about the same thing, increasing views and engagement. Social media and even blogs are great for events or trends that are deemed more entertaining or fun, as it’s easy for more serious topics to be misunderstood with limited characters as seen on social.
