The V-speed of communication frequency
By Brett Bonnville
Similar to managing airspeeds during the landing phase of flight, managing the speed, or frequency, of how often you communicate with your various audiences is equally important in consistently nailing that perfect communication landing.
First, there are various schools of thought on the “best” frequency strategy, and I’m not identifying one being more effective over another. My input here is simply based on what is more real-world achievable for flight school owners. Individual business styles also influence and determine communication frequency and purpose. Whether it’s some internet-defined “best” or the personal perspective of management, there are two elements that you should consider when aiming to nail the V-speed of frequency that best fits your business operations: an engaging topic inventory, and your ability to produce consistent, quality content.
Look down the runway
In the short term, it’s easy and exciting to come up with a list of communication topics to highlight your distinct story or school advantage, and of course you want to launch them all out through your communication channels. Like the practice of looking down the runway during landing, it’s better to take the same long view when determining the frequency to release each list topic. In other words, your list is finite, while your time to convert those topics into quality written and visual messages is not. A longer, stable, less-frequent view makes your life easier, is more achievable, and (in many cases) produces better results through established consistency.
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An engaging topic inventory, and your ability to produce consistent, quality content are two elements that you should consider when aiming to nail the V speed of frequency that best fits your business operations.
‘One’ is a good strategy
No matter your communication channels—email lists and social media being the predominant go-to for today’s communications—be realistic in what you can handle in terms of content development and delivery. Year after year of posting once a week on social media, or sending out one email per month, is so much more effective than a three-month burst twice a year, with weeks of silence in between. Content has always been king, and if you deliver quality content on a regular basis, not only will you have higher engagement and recognition from your audience, but you will also be planting seeds of deeper interest and future enrollment.
Go around if needed
Can you adjust your frequency if you come in too fast or can’t keep the volume up? Absolutely! Your audience may be feeling like you’re a guest in their feeds that never leaves, or that your content is carrying decreasing value. Go around and readjust your approach! Just keep delivering. A redirected strategy of “one” is a good alternate approach.
The ideal V-speed of frequency for connecting and communicating your flight school to targeted audiences is one that works best for you. You are the one who needs to make it consistently happen—and with meaningful purpose. By establishing a frequency that fits your school and operations, you will feel good about the effort, and in the long haul, keep your school top of mind for new students, added endorsements, and rental hours.
Brett Bonnville is a late-in-life pilot who spends his professional time as an authentic content specialist supporting energized niche audience organizations. He has been assisting flight schools with social media content development and management since 2015.
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