Whether you’re posting on social media, writing a blog post, or any other type of content, there’s a tendency to lean towards information overload.

Even when it’s the first interaction, I often see people trying to include all the details of their product or service in their content, with the intention of telling their audience anything and everything they can think of to make a sale.

The problem is that this approach rarely creates the intended impact. In fact, more often than not it results in the opposite effect: overwhelm and disconnection.

Marketing isn’t a one-time do or die effort. It’s an ongoing conversation that requires continuous nurturing and sharing to build trust.

The KLT factor

The know-like-trust factor describes the process a prospective customer or client goes on before making a purchase.

Market research continues to prove that people want to be confident in their decision before making a purchase.

1. First, your target customers need to know that you and your product or service exist, and how you can help them and whatever problem they’re experiencing.

2. Once you’ve got their attention, you want to ensure they have a good experience with your brand, so that they begin to like you. This is where good customer service comes in (yet again)!

3. Finally, a customer needs to trust you (the hardest part of the process). When we trust a company (for example trusting that they’re going to deliver on their promise, that they’re a good company with values that align with ours, etc.), we’re going to invest our time and money into them, again and again.

If you’ve ever heard of the rule of seven, it’s the concept (originally proposed by Dr. Jeffrey Lant and now generally agreed upon) that in general buyers need a minimum of seven “contact” points with a brand before they are ready and willing to make a purchase.

This process takes time -- as it should! This is the process that creates the basis for a long-term, healthy relationship with your audience.

Information overload

Living in the information age, we’ve likely all heard of and felt the effects of information overload. While more information is considered a good thing, the unlimited and constant access we have to information has created a common state where consumers have too much information to make decisions.

While this is potentially unavoidable in our society, it’s important to ask if you are responsible for further creating this in your own customers.

Are you trying to cram too much information in your message? Are you more focused on trying to fit in everything you can about your product or service, rather than communicating something specific that will actually benefit your audience?

If your answers to those questions were yes, you may need to revisit your content map.

Marketing as an ongoing effort

I know you have a lot to say, but that’s really to your advantage! Use it to create a content plan that allows you to spread your ideas out over time.

Start with just enough to get your audience interested, and build on that in future conversations.

This is where being very clear on your overall goals, the purpose of each of your marketing activities and the message you want to convey is key.

Here are some suggestions to begin building your strategy:

1. Know your audience. How often would your ideal client appreciate communication? What is their day-to-day like? How much time do they spend consuming content?

2. Know what you want to accomplish. Have one main goal with each piece of content you share. Is it to entertain? Educate? Try to stick to one so you can really create impact.

3. Know what you want to say. Condense the information you’re trying to share so that it’s easily digestible. Consider that there are going to be people who are viewing your content for the first time, as well as those who have been following along for a while. How can you serve both parties in a way that isn’t overwhelming?

4. Know how you want people to take action. Decide on one clear action you want your audience to take after consuming your content. Is it to comment? Visit your website? Purchase something? Adding more than one call to action can cause confusion and compromise results.

5. Know your results. As you post content, monitor how your audience is reacting. Are they engaged and interested? Are they performing your call to action? Or are you losing followers? This can help you measure whether or not you’re overwhelming your audience.

If you post content without a strategy and clear goals behind it, you’re going to wear yourself and your audience out.

Less is truly more!