Why You Need Consistency in Your Marketing

Consistency in marketing

The Power of Brand Consistency in Marketing

One principle remains a steadfast beacon in marketing: the importance of brand consistency in marketing. This isn’t merely about maintaining a uniform visual identity; it’s about creating a reliable and trustworthy presence in the market. Our discussion today delves into why a sporadic approach to marketing doesn’t yield the desired results and how consistent marketing builds a pathway to trust and recognition.

Understanding the Pitfalls of Inconsistent Marketing

Imagine turning on your marketing like a switch – expecting immediate results without prior groundwork. This approach is fundamentally flawed. Marketing isn’t a faucet that yields instant leads upon being turned on. Inconsistent marketing efforts lead to a lack of trust from potential customers. They feel like guinea pigs, experimenting with an unknown brand. This lack of familiarity and trust results in hesitation and reluctance from potential clients.

The Building Blocks of Consistent Marketing

Consistent marketing isn’t about repeating the same message in a monotonous tone. It’s about maintaining a core message and adapting it to various contexts and platforms. This adaptive consistency appeals to diverse thought processes, ensuring the message resonates with a broader audience. It involves:

  1. Creating a Sense of Familiarity: By regularly marketing your brand, you build a sense of familiarity. This familiarity breeds comfort, leading to trust.
  2. Providing Value Through Content: Consistent marketing involves providing useful information, solving potential problems, and educating the audience about your products or services.
  3. Evoking a Fear of Missing Out (FOMO): Regular marketing stirs curiosity and a sense of urgency, making your audience feel they might miss out if they don’t engage with your brand.
  4. Diversifying Marketing Channels: Consistency across various marketing channels is crucial. Whether it’s social media, email marketing, or Google Ads, uniformity in messaging across these platforms reinforces your brand’s identity.

The Compound Effect of Consistent Marketing

Marketing is not an isolated event; it’s a cumulative process. Each effort builds upon the previous, creating a snowball effect. This compounding effect is evident in several ways:

  • SEO and Content Marketing: Search engines favor consistently updated websites. Regular content creation and posting improve your search engine rankings, making your brand more visible.
  • Social media and Content marketing: Social media channels favor those who create content that gets consistent engagement with the content they create. They reward you with reaching new audiences beyond your audience that follows you.
  • Brand Recall and Recognition: Regular marketing ensures your brand stays top-of-mind. When customers are ready to make a purchase, they’re more likely to recall and choose a brand they’ve seen consistently.
  • Building a Marketing Funnel: Diverse marketing channels cater to different stages of the customer journey. Consistent messaging across these channels nurtures leads effectively through the funnel.

What Happens When You Stop Marketing?

Halting marketing efforts, even when leads are overflowing, can be detrimental. It creates a yo-yo effect in lead generation and can diminish the quality of incoming business. It’s important to continue marketing, perhaps being more selective in targeting to attract higher-quality leads. Stopping marketing activities can lead to a loss of brand visibility and trust, making it harder to regain momentum.

Starting Points for Consistent Marketing

For those new to consistent marketing, starting with social media can be a game-changer. Regular posts, even if only a few times a week, can significantly impact your brand’s perception. It demonstrates an active, engaged presence, as opposed to brands whose last social media activity dates back a year or more. But social media marketing all starts with content marketing and consistently making content in multiple forms.

Marketing vs. Sales: A Symbiotic Relationship

Finally, the age-old debate of marketing versus sales comes into play. The two are intrinsically linked; without effective marketing, sales efforts are significantly hampered. Consistent marketing is the fuel that drives sales, creating a sustainable and thriving business.

In conclusion, marketing is not a switch to be flipped on and off. It’s a continuous journey that requires patience, strategy, and, most importantly, consistency. As we navigate through various marketing channels and techniques, remember, that it’s the steady drip that eventually fills the cup. Consistent marketing is the key to building a brand that’s not only known but trusted and preferred in the marketplace.

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Consistency in Maketing

Ep #71 – Why You Need Consistency in Your Marketing

Listen to “Ep #71 – Why You Need Consistency in Your Marketing” on Spreaker.

This week the digital marketing team talks about consistently marketing your business. There are many strategies to try when marketing your business, but consistency is number one. Follow along to learn more!

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About the Author

Jennifer Denney

Jennifer Denney has been in digital marketing since 2006 and has seen a wealth of changing landscape in digital marketing. She has seen the rise and fall of many marketing tactics.  She is deeply rooted in understanding the metrics that showcase the value of certain types of digital marketing. She produces weekly live shows with Lorraine Ball, solocast with Elevated Marketing Chats, and conducts a weekly podcast called Elevated Marketing Dot Podcast.