When you’re composing your digital marketing attack plan, don’t forget one of the most important (if not the most important) aspect: consistency! Both in building your brand and in marketing it to customers, consistency is key.
When your best friend answers your phone call, you don’t say, “Hi, it’s Steve. Can I speak to Bob?” because you recognize his voice instantly. You know each other, and there is familiarity. You have a relationship that lets you jump right into the meat of the conversation. When Bob picks up the phone, you say something like, “Hey, what are you doing?” or “Hi man, do you want to catch the 8 o’clock movie?” In the same way, digital marketing consistency builds familiarity, and a relationship, with your target consumers.
When your Facebook posts, emails, and blog posts all have the same personality, voice, and aesthetic, you build brand recognition with your audience. When it comes to ROI, brand recognition is golden. As you become more familiar to your target consumer, you become the name they recognize and trust and, before you know it, that target consumer is a loyal customer.
Consistency = Connection
Consistency, both in the type of content and marketing you do as well as frequency, forges a connection with consumers. One of the goals of honing the voice and personality of your brand is to bring about an emotional connection with customers.
“Emotional Connection” might bring to mind Super Bowl commercials that make us tear up and reach for a tissue, but all sorts of emotional connections are effective. Does your content include sarcasm, snark, or dad jokes? That works! Humor is a great way to bond with consumers and build connection. Need more examples?
- You can earn trust by turning out high-quality, educational content that shows you’re the expert in your field. Consumers trusting you enough to turn to you for information… that’s an emotional connection!
- Promise to beat any competitor’s price and following through on it. When your target customer is looking for a deal and you’re who comes to mind, you’ve made an emotional connection with him.
- Delivering superior service, treating customers like family, offering a stellar return policy, giving free shipping… all these and more are ways to connect with consumers. If you haven’t already, find the elements about your company that you want customers to know. Showcase things about your business that will spark an emotional connection, and consistently include them in all types of your digital marketing.
Once your voice is the same across the board, meaning your style is consistent between blog posts, emails, and social media, don’t forget the second part of the connection equation: frequency! You can’t show up on Facebook once a month with a killer post. You need to be there frequently, at least once a week, staying in your customers’ feeds, gently slipping your marketing in front of their eyes so you keep reinforcing that connection.
Basically, it all boils down to this: keep a clear view of the message you want to deliver to consumers and the style that fits your business. Use that same style across all digital marketing, and consistently produce content, and interact with those who take the time to comment on your social media posts.
We completely understand that sometimes this may be easier said than done. You might be thinking something like, “I just want to build swimming pools! I’m not really great at social media posts and writing emails.” That’s where The Get Smart Group comes in and does it for you! From Facebook and Instagram posts to articles and marketing emails, we work hard to convey your unique brand and your voice in every post. To get started, request a FREE 30-minute marketing consultation.