Federal marketers have a good handle on where to reach their customers and what to give them. But the question of when to reach out can be vexing. Is it best to send messages at 9 a.m. on Tuesday morning or 4 p.m. on Friday? When are prospects most likely to notice a tweet or an email? And then when are they most likely to respond?
At the 7th Annual Federal Media & Marketing Study breakfast that Market Connections held this month, an expert panel addressed that question. This year’s study shows that federal decision-makers are spending more time accessing news online — 62 percent access news content online versus 47 percent last year. But that may not mean just during business hours.
The panelists said to remember that federal employees are people. For marketing purposes, that means they are looking at their favorite news channels, reading emails and interacting with social media on mobile devices at all times of the day.
Ben Thompson, vice president, digital strategy, TMP Government, said there have been big changes over the past 12 months, and that it’s easier than ever to develop an individual profile of your users to see where they are spending their time – and when. Using that information to determine when to provide valuable content to your users makes all the difference in whether they engage with it.
Thompson suggests two critical activities for increasing user engagement:
- Look at your analytics and segment your messages. After all, decision-makers and influencers in audiences differ by their needs. The more you can target your message, the more impact it will have.
- How can you improve return on investment — or even know what it is — if you don’t track it? You need to monitor engagement so that you can make changes as needed.
Would you like some insights into your target audience? Purchase the online data tool from the Federal Media and Marketing Study to access the full study results and create your own custom view focused on your specific audience.