What does cadence mean to you? This?
Sure. That’s fair enough. Hey – it’s catchy. But when it comes to marketing, there’s an altogether different type of cadence, and it’s one you need to learn because it’s crucial to the marketing success of your business.
In its simplest form, cadence is consistency. But don’t make the mistake of thinking that means being repetitive. Consider for a moment your personal experiences online, and the brands you follow. Are there any that seem to post the same or very similar messages over and over and over again? It’s annoying, right? If someone walked up to you in real life and repeated the same phrase to you every time you met, never saying anything different, you’d think something was wrong. Right?
Marketing cadence applies to everything you do – email marketing, blogging, social and more. It’s the PACE you define for your communications. The flow of your marketing – how often you do it, the timing between a given type of communication, the content it includes and the audience it’s directed to.
Cadence is strategy. It involves knowing when your customers are online. What they’re engaging with, and more. Simply identifying a plan and automating it isn’t quite enough. Automation is helpful, yes. It can remove an incredible burden from your shoulders. But you have to make sure you’re automating the right messages, at the right times, to the right people. THAT is cadence.
No, it isn’t always easy to figure it out. But that’s OK. You can get seasoned pros like us on your team who fully understand the concept, how to measure it and how to adjust it if necessary to make sure your marketing plan hits your targets.
After all, isn’t that the entire point?