Consistency is Key
Consistent marketing is rather like painting the Forth Bridge, isn’t it? Just when you think you’re done, there’s more to do!
The thing is, just like those persistent painters who keep plugging away with their paintbrushes, you must do the very same when it comes to marketing your business. After all, how bad would the Forth Bridge look otherwise? And how effective would your marketing be if you weren’t consistent?
Consistent Marketing: a double meaning
When we talk about consistency in marketing, there are two things we could mean:
- A consistent approach: avoiding sporadic scattergun marketing followed by long periods of nothing at all
- Consistent branding: ensuring everything from your tone of voice to your visuals are consistent throughout every piece of marketing
This post focuses very much on the first meaning, and why it’s so important to get right. After all, it’s our responsibility to get great results for our clients through their marketing – and that’s only possible with consistency.
Make a plan and see it through
The best ideas always start with a plan. Some people love sitting down with a blank sheet of paper or a ready-and-waiting spreadsheet, while others prefer to jump in with both feet!
Ultimately though, in order to adopt a consistent approach to your marketing over a period of time, you need to plan ahead. Think about your objectives and how you want to fulfil them. Then, start thinking about the nitty gritty: “Who will implement this?” “When will it be done?” “How will I measure it?”
Your plan may change over time, but it’s always important to start with something to guide you through the coming months or year. And if this doesn’t sound much fun to you, or you just don’t have the time for it, get us involved!
Timetable your marketing
If you’ve designed a plan with specific timings, it’s so important to schedule these into your diary. Whether it’s a blogging timetable, a leaflet to send, or even posting on social media, schedule it in and stick to it. We all know how easy it is to forget things once life and work take over – so don’t let this happen with your marketing.
And it’s not just about planning when that newsletter will be posted or that blog will be shared. Remember to schedule enough time for them to be created, reviewed and edited in the first place!
Don’t expect immediate results – and banish discouragement!
As marvellous as it would be to see outstanding conversion rates with every piece of marketing, it doesn’t always happen like that – particularly if you’re just starting out. Statistics suggest we need seven interactions with a business before we actually consider using them, so if the phone isn’t ringing after that third tweet, don’t be disheartened.
This is when consistency is more important than ever. It can be tempting to put your marketing efforts aside temporarily or even stop altogether when we don’t see immediate results – but that approach has zero benefit! Keep following your schedule, keep implementing your strategies, and the results will come in time.
If you can’t do it yourself, get someone who can
The upside of consistent marketing? It gets results over a long period of time. The downside of consistent marketing? It takes time, planning and commitment – all of which can be tricky when you’re also running your own business.
This is when it’s time to call in reinforcements, like Garda. If you can’t do it yourself, we’ll do it for you – from start to finish. We’ve already helped many clients just like you get their marketing on track and keep it consistent, so why not let us share our strategies and experience with you?