How Your Digital Marketing Strategy is Like a Pulsar

Credit: David A. Aguilar / NASA / ESA

Credit: David A. Aguilar / NASA / ESA

As Astronauts of the Digital Universe, we’re constantly exploring new (and sometimes daunting) terrain, taking notes on our observations and using those notes to prepare  innovative marketing game plans for our clients. Sometimes, we come across interesting comparisons to our own amazing universe that are too cool not to share.

Take pulsars, for example. They’re easily one of the most intriguing stars in the galaxy. Pulsars are extremely dense, rapidly rotating stars that emit periodic beams of radiation into the universe. Some of these neuron stars spin several hundred times per second. Astronomers have noted one of the most powerful pulsars exists in the Crab Nebula (pictured above). The Crab Nebula Pulsar spins only about 30 times per second (which is relatively slow for pulsars), but emits gamma-ray beams that are a million times stronger than medical X-Ray machines.

Now, let’s pretend pulsars are like your company’s digital marketing strategy. You’ve got a lot going on: social media, content marketing in the form of blogs, YouTube videos or eBooks, online contests, email campaigns, and digital ad space.  Every time you post something online, it’s like a pulsar’s radiation beam sweeping across the universe. If your company releases a timely beam once in a while, it’s a really cool optical illusion (aka your fans and followers are poked and prodded just enough to result in intrigue). But if your strategy consists of rotating 1,328,971 times per second, you can bet your public will be turned off by your relentless social media posts (not to mention they’re probably shielding their eyes by now since they were staring at an out-of-control disco ball.)

No matter how intriguing your campaigns are, too many in a short span of time will get annoying very quickly.

So, how do you avoid spamming your customer base and stop sending out so much radiation that they cease to exist? (Yeah, that’s no fun.) We’ve gathered the following observations for your business to put into practice:

  • Create a digital marketing campaign calendar: Everything you do on the digital front should be thoroughly planned in advance. Using whatever type of calendar you prefer, write out the times you’ll be sending email campaigns, posting on social media and actively targeting users through digital advertising. Make sure it’s frequent enough to keep customers in the loop but not often enough that it will create negative emotions or bad feedback toward your brand. Balance the campaigns out so that it has even coverage throughout your platforms. Planning your content several months in advance is a great way to keep your digital marketing goals alive and well.
  • Schedule your social media posts: Most social media networks have an option for scheduling content for a later time. If the content is not incredibly newsworthy and doesn’t need to be sent out into the digital universe immediately, hold back and schedule the content for later. You can even set up your whole week’s content in one setting. Using a social media management system like HootSuite is also a big help when it comes to scheduling your social media posts across a variety of platforms.
  • Understand social media content timing: Not every time is the optimal moment to post on social media or promote your blog. Research which times have the most successful engagement rate depending on what network you’re using and put it into practice. (hint: it’s probably not the day and time you think).   

Bottom Line: While pulsars are fascinating, they’re also incredibly strange and potentially dangerous. So it is with digital marketing campaigns. Exercise caution when embarking on your latest strategy and understand that timing is everything.

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