It’s an obvious thing to say that Marketing your business is one of the most important things that you can do – It helps you to grow, secure customers and become the success that you hope to be.
Strategy is key
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, no matter the size of a company. 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, but making sure it’s relevant and ultimately going to drive the sales conversions you want.
The fundamental consideration for any Marketing strategy is ensuring that you achieve the best return on investment for your efforts, but there are other things that you need to keep in mind too.
Whilst you don’t want to become stale in what you are trying to say to your customers, you also want to stay away from sharing messages in a sporadic, unengaged fashion.
This is where consistency is key. But why, what makes consistency so important for your marketing efforts?
Depending on the industry that you are in, it can be hard to ‘stand out from the crowd’. This can ultimately mean that you are not ‘picked’ over other competitors of yours in the marketplace.
Rather than blending into the background, having a clear and consistent brand identity means that you are going to stand out. Your customers will know who you are, they will recognise you and they will be able to pick you out of the crowd.
Joining the dots with consistent brand messaging means consumers are more likely to trust your business proposition. When it comes to buying from a company, 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.
It gives you focus
Posting on a regular basis isn’t always the easiest thing in the world to do. It can be hard to think about what to say and the type of things to post. When you have a clear and consistent style of message it should make it easier to work out the type of thing that you should be saying.
Of course, posting the same thing over and over again will make things boring. Part of your marketing plan should be working out themes and subjects that will interest and inform your audience, adding to your credibility in the process.
It is important when developing the marketing plan for your business to ensure long term customer visibility and perceived value. Not only will this help to get a good return from your marketing spend in the short term, it will also help secure new clients in the future.