The Real Cost of Inconsistent Marketing
If content is king, consistency is queen!
From social to email, content is a huge part of modern marketing, but if it is unfocused and inconsistent, is it really helping you?
Creating consistent marketing is like throwing a great party, everyone will remember how they felt when they left and will be excited to come back for more.
Whether you're a small business owner or a big-shot marketer, consistency should be at the top of your priority list. It's the secret sauce that can take your brand from forgettable to unforgettable.
The Marketing Ripple Effect
Consistency has a ripple effect through every part of your marketing. The key to consistency is repetition and the key to repetition is being intentional and purposeful in all your marketing efforts. When you have consistent messaging, visuals, calls to action, and overall brand experiences across multiple marketing channels or touch points you create an experience for your ideal client that instills trust and familiarity.
Inconsistency on the other hand can lead to confusion, which hurts your brand’s credibility and ultimately, your bottom line.
Just like putting a little bit of money into a savings account each month adds up to big bucks over time, showing up with a consistent brand or marketing experience pays off big time. Whether you blog once a week, once a month or once a quarter doesn’t matter - what matters is that you do it consistently.
Simply put, higher engagement = increased conversions = more $$$.
What Does Consistency Look Like?
Consistency is like having a signature scent, it's an essential part of your brand and will make you instantly recognizable. Brand consistency goes far beyond your tagline and typography, it touches every element of your business from your website to your client experience and even your marketing strategy. But let’s take a step back, do you know what it means to have consistency?
Visual branding: A consistent visual identity uses the same colors, fonts, imagery, and logos across all marketing channels. Look at everything from social media graphics to business cards, your website design to email marketing, is there consistency in your visual identity?
Messaging: Using consistent messaging means having a clear value proposition and a consistent tone of voice that reflects your brand personality. Being able to describe who you are, how you help your clients, and what action you want them to take is a key (but often overlooked) element in marketing. Taking the time to create a content library to use for your marketing means your messaging from social to sales, customer service reps to your website copy is CONSISTENT. Whether a client reads your latest newsletter or sees an online ad, consistent messaging will reinforce your brand’s value.
Content: Producing high-quality content on a consistent schedule is a huge part of creating content that actually converts. When you have a consistent posting schedule, people know exactly what to expect from you. If you only sporadically post on social media, publish blog posts once in a blue moon, or send out email campaigns randomly or just to promote your sales, your audience will have a harder time recognizing, trusting, and engaging with your marketing efforts.
Online presence: You want to use a variety of marketing channels to engage with customers and build relationships but don’t forget to have a consistent online presence. With so many marketing channels, it can be easy to create inconsistency online without even realizing it. Do a quick search of your company - do you have consistent images, business descriptions, and contact information across all platforms? You would be surprised how many times you can have an outdated online profile you didn’t know about. It’s important to do a quick yearly audit of your online presence. Something as simple as your Instagram and Google my business profiles could be hurting your brand consistency if they have outdated images or information.
3 Benefits of Consistency
When you show up inconsistently, people don’t recognize your brand, clients are confused as to what you offer, and everyone is left guessing how you will show up next time. In contrast, when you show up consistently with a clear message that showcases your brand voice, values, and personality, you’re not only increasing brand recognition, but you’ll also see an increase in brand loyalty and overall engagement.
Here are 3 ways consistency benefits your brand:
1. Builds trust with your audience. When your audience sees that you're consistent with your messaging and visuals, they begin to trust your brand. They know what to expect from you, and that builds a sense of loyalty.
2. Creates recognition and familiarity. Consistency in your branding helps create recognition and familiarity with your audience. When they see your logo or messaging, they know exactly who it's coming from and what it represents.
3. Sets you apart from the competition. In a crowded market, consistency can be a key differentiator. When your brand stands out as being consistent and reliable, it can help you stand out from the competition.
The Takeaway?
Just like that compound interest, consistency takes time to work its magic. You won't see huge returns overnight, but if you keep showing up and delivering value, you'll see that investment pay off in spades down the line.
Remember: consistency isn't just good for your audience - it's good for you, too! When you have a clear, consistent message, you stay focused and on-brand as a business. It's easier to make decisions that aligns with your values and goals.
So keep at it, keep showing up, and keep being the delicious donut that your customers can't resist. And hey, if you're not into saving money, at least you can appreciate the idea of free donuts for life.
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