Why Consistent Marketing is Key

Have you ever wondered why some brands seem to dominate the market while others fade into obscurity?

A brand’s success is often the result of a carefully considered marketing plan, delivered in a consistent fashion. Not only does consistently marketing to your target audience build trust, it also ensures that your message reaches the people you want it to when it matters the most.

This helps you reap the rewards of enhanced brand visibility, allowing your business to grow, secure new customers & set yourself up for long-term success.

Strategy is the Foundation for Success

Coming up with a marketing strategy isn’t always high up on a businesses ‘to do’ list as it’s not the easiest of things to do. For a smaller company they might not think they have the time or resources to dedicate to the task and for a larger company there might not be a consistent vision or understanding amongst the ‘decision makers’ in management.

This is where a lot of companies ultimately falter as a lack of visibility in their market place means they subsequently fail to get enough of the business they need to attract. By visibility I mean not only actually getting content out in front of an audience to be seen, but making sure it’s the right message that will ultimately drive the sales & conversions you want.

Without this your marketing is likely to fall flat, regardless of how much money or effort you put into it.

Consistency in Marketing

When businesses think about marketing, they often focus solely on return on investment (ROI). While ROI is naturally important, there are other things that you need to keep in mind too like what structure of messaging are you going to use.

Whilst you don’t want to become stale in repeating a message to your audience ad nauseam, you also want to stay away from sharing messages in a sporadic, unengaged fashion.

This is where consistency is key. So what makes consistency so vital for your marketing efforts?

Enhancing Customer Recognition

One of the biggest challenges online is standing out from your competitors. Not standing out can ultimately mean that you are overlooked by a potential customer.

When you foster & maintain a consistent brand, from your messaging, visual elements, design etc, you create a recognisable and memorable identity that customers can connect with. This recognition builds familiarity, making your brand the first choice when they’re ready to make a purchase decision.

Your customers will know who you are, they will recognise you and they will want to pick you over your competition.

Building Trust

Joining the dots with consistent brand messaging means consumers are more likely to trust your business proposition & trust is the cornerstone of a successful business relationship. When it comes to buying from you, customers need to feel trust when making their purchasing decision.

Building this trust is a key aspect of marketing for any business and one great way that you can do it is to be consistent in your brand messaging.

When your customers know what to expect from you, for instance in what you post on social media, this will give them confidence and help them to trust in your company overall.

For instance, if your social media accounts have a consistent tone, style & message, it signals reliability. It tells your audience that you’re dependable, reinforcing trust in your brand. On the other hand, erratic or disjointed messaging can create confusion, leading to a lack of trust and ultimately less customer interaction with your marketing.

Focusing Your Efforts

Posting on a regular basis isn’t always the easiest thing in the world to do. It can be hard to know what to say and the type of themes to post about. This is where a marketing strategy becomes invaluable. By taking the time to work out a consistent tone and key themes, you can streamline your content creation process & ensure that every post or piece of communication serves a purpose.

Of course, posting the same thing over and over again will make things boring. Consistency doesn’t mean monotony. Plan for a variety of content types, for instance educational, entertaining & promotional. This will help keep your audience interested while staying true to your brand identity, showcasing your expertise & helping to position you as a thought leader.

We Can Support Your Marketing Strategy

Many businesses fall into the trap of short-term marketing efforts where they expect instant results. While quick wins are great, more often than not they’re not sustainable.

At Fettle Digital we understand that developing a consistent & effective marketing strategy can really help in achieving long-term business success. We collaborate with brands across the UK, enhancing their online visibility & driving meaningful conversions from their target audience.

When you’re ready to take your video content to the next level, we’re here to help.

Fill out our contact form here, or drop us an e-mail at hello@fettledigital.co.uk