When it comes to relationship marketing and building solid business relationships with your audience, a certain amount of interaction is vitally important. But is there such a thing as too little or too much interaction?

Let’s compare three different scenarios and audiences.

Almost everyone has a long lost cousin, friend, or acquaintance who you only hear from once a year in the form of a holiday card. Sure, it’s nice that they reached out, but communicating just once a year doesn’t give you a chance to stay up to date with them.

Then you have your college roommate who lives out of state, but you only hear from them when there’s drama in their life or they need to vent about something. These are the people who are in touch more frequently than your cousin, but only when they need something – not because they have any interest in what is happening in your life.

And lastly, you have the father who dropped off his 18-year-old daughter at college for the first time and who texts or calls every day, just to check on how things are going. Did she get to class on time? How’s the food at the dining hall? Do you like your roommates? What do you mean your books cost $800? Do you want us to come visit for Parents’ Weekend? And on and on.

Each of these real-life scenarios can translate to a business situation.

Businesses that only use their email list to communicate with their connections just a handful of times a year won’t create name recognition. They run a high risk that their emails will be ignored, deleted or marked as spam.

Businesses that only use their social media accounts and emails to promote their products and sales are only interested in making money from their connections. They don’t care about what their followers may really need at that moment.

Businesses or individuals who send emails every single day run the risk of annoying their audience and causing people to unsubscribe. An exception is a trusted expert in an industry providing information or daily tips.

The bottom line is this: you must know your audience to know how often you should interact with them to build a solid relationship. There are always exceptions, and even within the same industries different businesses will experience different responses to their communications tactics. Research your market, understand their pain points, and create a solution for them.

Don’t communicate so infrequently that they don’t remember who you are and don’t communicate so often that you’re a nuisance!

Have you found that “sweet spot” in your communications? How often do you post on social media and send emails? Comment below!

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