Effective marketing relies on consistent, strategic communication. When planning a campaign or developing a monthly marketing matrix, follow these best practices to maximize audience awareness and engagement.
Marketing Messaging Best Practices
The Marketing Rule of 7 suggests that people typically need to encounter a message multiple times before taking action.
Repeated exposure helps:
- Build brand recognition
- Increase familiarity and credibility
- Improve message recall
- Encourage audience engagement and action
Reach your audience where they are by sharing your message across multiple communication channels. Depending on your audience, consider using:
- The Elm
- The Elm Weekly
- Campus Life Weekly
- Social media
- Email campaigns
- In-person events
- Eboards (digital displays)
- Printed materials
- Targeted advertising
Using multiple channels increases the likelihood that your audience will see and remember your message.
Reinforce the same core message while adapting it for each platform.
For example:
- A feature in The Elm may include a descriptive paragraph and website link.
- An eboard may work better with a short headline and QR code.
- Social media may require concise, engaging copy with strong visuals.
Tailoring your message to each channel helps maintain audience interest while reinforcing your campaign.
Consistency builds recognition, but timing also matters.
When planning your communications:
- Maintain consistent messaging across channels.
- Schedule messages strategically throughout your campaign.
- Consider the best day and time to reach your audience, especially for email and social media.
Monitor how your audience responds to your campaign.
Whenever possible:
- Review engagement and performance data.
- Gather feedback from internal and external audiences.
- Adjust your messaging or tactics based on what you learn.
Marketing is more effective when audiences can interact with your message.
Consider complementing your communications with:
- Town halls
- Meetings
- Workshops
- Webinars
- Virtual or hybrid events
- In-person events
Interactive experiences help strengthen understanding and increase message retention.
Key Takeaway
Building awareness and trust takes time. Successful marketing combines consistent messaging, multiple communication channels, thoughtful timing, and ongoing evaluation. Aim to communicate often enough to stay visible while ensuring your content remains relevant, engaging, and valuable to your audience.