What Are the Optimal Times and Places to Advertise for Maximum Marketing ROI?

Get all the answers on how much lead time your campaigns need and the frequency of your ads, across all channels to maximize your marketing ROI.

When I was starting out, I always wished someone could have given me details on when, where & how often I should be advertise through all our channels, so here it is... by following the lead times, best practices and frequency of advertising for the following marketing channels, businesses can effectively promote their events or products and maximize audience engagement and conversions.

Social Media

Lead Time: Start promoting your event or product on social media platforms at least 4-6 weeks in advance to build anticipation and generate buzz.

Best Practice: Post regularly on platforms like Facebook, Instagram, Twitter, and LinkedIn, with a mix of promotional content, engaging visuals, behind-the-scenes sneak peeks, and user-generated content. Use targeted advertising to reach specific audience segments.

Frequency: Post organic content daily or multiple times per week. Run paid ads with a frequency of 3-5 times per week, depending on budget and audience responsiveness.

Google Search

Lead Time: Begin optimizing your website and content for search engines as soon as possible, ideally 3-6 months before the event or product launch to improve organic visibility.

Best Practice: Implement SEO best practices, including keyword research, on-page optimization, link building, and creating high-quality, relevant content. Consider running Google Ads campaigns closer to the event date to capture search traffic.

Frequency: Maintain a consistent presence with ads appearing multiple times per day or week, depending on keyword competitiveness and budget to maximize your marketing ROI. Adjust ad frequency based on performance metrics and campaign goals.

Blog

Lead Time: Publish informative and engaging blog posts related to your event or product starting 6-8 weeks before the launch to attract organic traffic and establish thought leadership.

Best Practice: Create a content calendar with regular blog posts covering various aspects of your event or product, including features, benefits, case studies, and user testimonials. Share blog posts on social media and email newsletters to amplify reach.

Frequency: Publish blog posts, videos, or podcast episodes regularly, aiming for at least once per week to keep audiences engaged and attract new visitors. Promote content through social media and email marketing.

YouTube

Lead Time: Upload teaser videos, trailers, and promotional content on YouTube at least 4-6 weeks prior to the event or product launch to captivate your audience and encourage sharing.

Best Practice: Create compelling video content that showcases the unique selling points of your event or product. Optimize video titles, descriptions, and tags for search visibility. Engage with your audience through comments and community posts.

Frequency: If we disregard the quality of content, then there is a direct correlation between frequency of uploads and growth of YouTube channels, daily is always a good strategy for short form content, weekly for longer form content is fine, but the real benchmark for growth of a channel does appear to be quality of content as perceived by viewers.

Email Marketing

Lead Time: Launch an email marketing campaign 6-8 weeks before the event or product launch, with a series of personalized and targeted emails to nurture leads and drive conversions.

Best Practice: Segment your email list based on audience demographics, interests, and behavior. Send a mix of promotional emails, event reminders, exclusive offers, and value-added content. Test subject lines, timing, and email design for optimal engagement.

Frequency: Send emails to subscribers on a regular schedule, typically 1-2 times per week or biweekly. Avoid excessive emailing to prevent subscriber fatigue and maintain engagement.

Influencer Marketing

Lead Time: Begin reaching out to relevant influencers and building relationships at least 2-3 months before the event or product launch to secure partnerships and endorsements

Best Practice: Identify influencers whose audience aligns with your target demographic and brand values. Collaborate on sponsored content, influencer takeovers, product reviews, and giveaways to leverage their reach and credibility.

Frequency: Collaborate with influencers to create sponsored content or promotions, with posts appearing organically on their channels periodically. Negotiate the frequency and duration of sponsored content based on campaign objectives and influencer audience size.

Affiliate Marketing

Lead Time: Recruit affiliates and set up affiliate partnerships 4-6 weeks in advance to incentivize affiliates to promote your event or product to their audience.

Best Practice: Offer competitive commissions, provide affiliates with promotional materials, tracking links, and support. Monitor affiliate performance and optimize campaigns based on conversion data.

Frequency: Offer affiliates promotional materials and tracking links to share with their audience regularly, aiming for consistent promotion without overwhelming their followers. Monitor affiliate activity and adjust promotions as needed.

Events

Lead Time: Plan and promote your event at least 6-12 months in advance, depending on the scale and scope of the event.

Best Practice: Create an event marketing plan with clear goals, target audience, budget, and timeline. Use a mix of online and offline tactics, such as email invitations, social media promotion, partnerships, and targeted advertising, these best practices will help maximize your marketing ROI.

Frequency: Participate in events or sponsorships periodically throughout the year, aligning with industry conferences, trade shows, or community events. Promote event participation through pre-event marketing and post-event follow-ups.

Direct Mail

Lead Time: Send out direct mail pieces 4-6 weeks before the event or product launch to ensure timely delivery and response.

Best Practice: Personalize direct mail pieces with recipient names, addresses, and relevant messaging. Include compelling offers, incentives, or invitations to drive engagement and response rates.

Frequency: Send direct mail pieces periodically throughout the year, focusing on seasonal promotions, product launches, or special events. Avoid overwhelming recipients with excessive mailings to maintain effectiveness.

TV and Radio (does anyone watch TV anymore?)

Lead Time: Plan TV and radio advertising campaigns at least 4-8 weeks before the event or product launch to secure airtime and production slots.

Best Practice: Create attention-grabbing and memorable TV and radio spots that resonate with your target audience. Choose channels and time slots that align with your target demographic and budget constraints.

Frequency: Air TV and radio ads consistently during peak viewing or listening times, with a frequency of 3-5 times per week for maximum exposure. Adjust ad frequency based on audience reach and campaign objectives.

Signage

Lead Time: Design and produce signage materials, such as banners, posters, and billboards, 4-6 weeks in advance to ensure timely installation and visibility.

Best Practice: Place signage in high-traffic areas frequented by your target audience. Use bold visuals, clear messaging, and strong calls-to-action to capture attention and drive foot traffic. My personal experience has been that small localized signage, had the best marketing ROI of our entire marketing budget.

Frequency: Display signage consistently in high-traffic areas, updating messaging or designs periodically to keep content fresh. Adjust signage frequency based on foot traffic patterns and promotional cycles.

Print Advertising

Lead Time: Plan print advertising campaigns in newspapers, magazines, and flyers 4-6 weeks before the event or product launch to secure ad placements and production time.

Best Practice: Design eye-catching print ads with compelling headlines, visuals, and offers. Choose publications with a readership that matches your target audience demographics.

Frequency: Run print ads in newspapers, magazines, or flyers periodically, aligning with publication schedules or special promotions. Maintain a consistent presence without overwhelming readers with excessive ads.

Trade Shows

Lead Time: Register for trade shows and begin promotional activities 3-6 months in advance to maximize visibility and booth traffic.

Best Practice: Design an attractive booth display with interactive elements, product demonstrations, and promotional materials. Pre-promote your participation through email blasts, social media posts, and targeted invitations.

Frequency: Participate in trade shows periodically throughout the year, focusing on industry-specific events or key markets. Promote trade show attendance through pre-show marketing and follow-up communications with leads.

Referral Programs

Lead Time: Allow 1-2 months for program setup and testing before promoting it to customers.

Best Practices: Plan and launch referral programs with sufficient lead time to develop program incentives, promotional materials, and tracking mechanisms.

Frequency: Encourage existing customers to refer friends or family periodically, typically through incentives or rewards for successful referrals. Avoid overwhelming customers with excessive referral requests to maintain program effectiveness.

SMS Marketing

Lead Time: Allow 1-2 weeks for campaign creation and testing before sending out messages.

Best Practices: Develop SMS marketing campaigns with advance planning to create compelling messages, segment subscriber lists, and schedule message delivery.

Frequency: Send SMS messages to subscribers at a frequency of 1-2 times per week or biweekly, focusing on timely promotions, updates, or exclusive offers. Respect opt-in preferences and provide value to recipients to minimize opt-outs.

Remarketing

Lead Time: Allow 1-2 weeks for campaign setup and testing before launching remarketing ads.

Best Practices: Set up remarketing campaigns in advance to configure audience segments, design ad creatives, and set bid strategies.

Frequency: Display remarketing ads to website visitors who have shown interest in your products or services, with a frequency of 3-5 times per week to maintain visibility and encourage conversion. Adjust ad frequency based on audience engagement and performance metrics.

Guerrilla Marketing

Lead Time: Allow 1-2 months for campaign ideation, execution, and coordination with relevant stakeholders.

Best Practices: Plan guerrilla marketing campaigns with careful consideration of locations, tactics, and permits required, guerilla marketing ROI is often the best bang for your buck.

Frequency: Execute guerrilla marketing tactics sporadically throughout the year, focusing on surprise, creativity, and unconventional methods to generate buzz and brand awareness. Avoid overusing guerrilla tactics to maintain novelty and impact.

Ecommerce Marketplaces

Lead Time: Allow 2-4 weeks for marketplace setup and optimization before going live.

Best Practices: Prepare product listings, images, descriptions, and pricing strategies in advance before launching on ecommerce marketplaces.

Frequency: Maintain a consistent presence on ecommerce marketplaces, updating product listings, promotions, and content regularly to attract and engage shoppers. Monitor marketplace trends and adjust strategies accordingly.

Crowdfunding Platforms

Lead Time: Allow 2-3 months for campaign preparation, including platform selection, goal setting, and outreach to potential backers.

Best Practices: Plan crowdfunding campaigns with ample lead time to create campaign assets, video content, and promotional materials.

Frequency: Launch crowdfunding campaigns periodically for new products, projects, or initiatives, focusing on clear messaging, compelling incentives, and engaging storytelling. Promote campaigns through multiple channels to reach target backers.

Subscription Services and Membership Programs

Lead Time: Allow 1-2 months for program development and implementation before launching to customers.

Best Practices: Develop subscription services or membership programs with advance planning to define pricing tiers, benefits, and renewal terms.

Frequency: Offer subscription services or membership programs with a recurring billing cycle, typically monthly or annually. Provide value-added benefits, exclusive content, or discounts to retain subscribers and encourage renewals.

User-Generated Content (UGC) Campaigns

Lead Time: Allow 1-2 months for campaign planning and execution before showcasing UGC across channels.

Best Practices: Initiate UGC campaigns with sufficient lead time to engage customers, gather content submissions, and obtain necessary permissions for usage.

Frequency: Encourage customers to create and share UGC periodically, such as testimonials, reviews, or social media posts featuring your products or brand. Showcase UGC across various channels to amplify reach and engagement.