For the purposes of this article we will assume that you have proven marketing material, a clear business brand and a clear understanding of what your business stands for. Also remember, a business brand needs to tell a story about the company, what they stand for, why they do what they do and what is important to it (your brand should be what people think of when they hear your business’s name). A strong brand will not be made overnight and can no longer be told to the consumer, instead the brand is built by the business’s consistency in services/products provided, actions, the way they treat their customers and through their marketing. We will look at how consistency with marketing can help build on a business’s overall brand.
In order for there to be consistency in marketing the business needs to pick what message(s) they want their target market to see and learn about them. A business can choose multiple messages, as long as these messages are consistently being understood by the consumer (through each form of marketing by the business). A business can decide they want their message to be, “We have great customer service, best prices and highest quality products”, or it can simply be, “We have the largest selection of home improvement products.” Whatever the business decides the message(s) are going to be they need to be consistent in their marketing, making sure that all marketing efforts build on these messages. It’s important not to confuse keeping a consistent message with keeping the same marketing. A business can change a TV commercial or newspaper ad, as long as the new ad provides the same message(s) as previous ads. By keeping the same message(s) you are more likely to build a connection with your target market by building a strong, memorable brand. It’s also important to remember that if your message(s) change as your business grows it’s okay to change your marketing to build on the new message. (Changing your message(s) too often will weaken your brand and confuse consumers, make changes wisely and only when you have to.)
Being consistent with where you market your business’s message is equally as important as keeping a consistent message. If your business has found that it’s target market spends several hours a day watching TV and put together a TV commercial, run it long enough to be effective. If you don’t receive immediate results with your marketing continue running it. It might take 6 weeks or 6 months to be effective, if you stop the commercial right away you just wasted all the time, money and energy putting it together. And just like it’s okay to have multiple advertising material, it’s okay to market your business using multiple platforms, as long as your message is consistent on each platform. The average consumer needs to hear/see your message anywhere from 1-20 times before they will take action in contacting you, visiting your website or store front. If you do not consistently market on the same platforms you are likely losing several consumers by not staying on top of mind.
Consistent Marketing & Social Media
When you first got involved in Social Media you should have made a plan for your Social Media Networks (if you didn’t, stop reading this article and create a plan). This plan should have outlined how your networks would be used to build and support your overall brand. (Some examples would be; for customer service, educate clients/potential clients, news announcements, etc.) In order for your networks to preform according to the plan you will need to be consistent with your status updates and the way you manage your accounts. If you are wanting your customers to use the platforms for customer service you need to be consistent and tell your clients where to go to get questions and concerns answered. Then you need to be consistent with answering these comments and handling compliments. If you are using your network for customer service one week and then switching it to a place for announcements the next, your customers will become confused and ignore the network altogether. Keep your responses, messages and updates consistent on your network to ensure that your followers, fans and connections know what to expect from the network, making it a powerful tool to grow relationships, business and your brand.
Do you see how important it is for your messaging and marketing to be consistent? Make sure you share this article with your networks, it’s easy just hit one or more of your favorite network buttons directly below!