Have you noticed the first weeks of January when the gyms are super busy with the “new year, new me” crowd, and then weeks later it is back to normal? These people might be fully engaged those first weeks, but results will not show without consistency. The same goes for marketing.
Most people know that powerful marketing efforts are essential when launching a new product or service. Marketing serves as the tool to communicate your brand’s value and convince customers to choose you over the thousands of competitors. For that reason, creating strong promotions and having a unique brand image is necessary for a successful company. For long-term success, however, consistency is key. With so many competing brands, consumers need to be reminded about why your brand is better. Not only when you want to attract new customers, but also to keep the ones you already have and establish a position in the market, whether you have many clients or not. There are a few different ways to do that.
Brand consistency
Consistency builds trust. Trust creates loyalty. Loyalty generates revenue. Consistency is, therefore, a critical element of lucrative brands. Consumers want to know what they can expect from a brand. Creating this sense of trust and credibility takes time, regular marketing efforts, and brand consistency. Brand consistency entails presenting your brand in a coherent and unified way –including visual elements, voice, and tone – throughout your marketing channels. This creates brand recognition, and when customers recognize and positively associate with the brand, the likelihood of sales, positive word-of-mouth advertising, and long-term loyalty increase.
Reputation management
Creating and maintaining a positive reputation is another crucial part of brand success. Reputation management, the process of monitoring and influencing public perceptions of the brand, is another reason for consistent marketing efforts. From big-budget campaigns to word-of-mouth, all these influence a brand’s reputation both positively and negatively. A reputation takes years to build but can be destroyed in minutes, and therefore it is very important for both large and small brands to create reputation management strategies.
Social media marketing
Social media is one of our most powerful marketing methods. It provides us with many useful tools, especially when used on a regular basis. We can engage with customers, get feedback, and develop meaningful relationships. We can gauge what type of content drives engagement and insights can provide powerful information for future content creation. Therefore, brands with a strong, consistent online presence gain a substantial advantage.
Blogging
Similarly, blogs that publish content regularly are proven more successful. Reasons for this is that consistent blogging can allow search engine optimization (SEO) to work in their favor and drive more traffic to their page. Frequently posting also strengthens your digital footprint, with a library of content navigating back to your website. Consistent blogging also adds to the reliability of a brand, as customers know what frequency of content to expect.
Consistency is, indeed, king. Even though consistent marketing requires time and effort, especially high-quality content, the rewards are often fruitful and worth it. Of course, marketing is important to reach more customers, but more importantly, it is important to continuously promote your brand, develop a market presence, and sustain long-term relationships with your customers. So, unless you want to be like those gym goers with no results, invest in your consistency.