When I audit a new client’s digital footprint to find out why their marketing efforts aren’t working, a lot of times the number one problem they have is consistency. Consistency in branding, consistency in posting content to their social networks, and consistency in the messaging. Consistency is a key element in a business’ success. Of course, there are other important factors, but consistency is what will create name recognition. Consistency is what will build your tribe so you can develop a trusting relationship. Consistency is what will showcase your expertise to new followers.
Consistency in Branding
When you go to the website or social media network of an expert in your field, you will notice that they normally use the same style elements all through their digital assets. They use the same logo, the same picture of them, the same colors, and sometimes even the same fonts. Whether you look at their website or Facebook, you can recognize immediately that it is their digital asset.
When it comes to branding, consistency and repetition will help develop brand recognition. If you always wear clothes that match your website colors, people will make the connection. If your trademark is a purple stripe in your hair, don’t go changing it to fire engine red; your followers won’t recognize you! Be consistent with your brand image and colors both online and offline so you’re always recognized.
Consistency in Posting
Here’s an example: You go to your favorite store’s Facebook page. You look through and they have a lot of deals and images from their products. A few days later, you go back and notice that they haven’t posted anything new. You maybe check back one more time, but that will be it. Their lack of consistency in posting to Facebook will now leave doubt in your mind about that particular store.
Doubt in a clients’s mind generally means you have to rebuild that trust again to show that they should continue doing business with you. It’s not impossible to earn their trust again but you’re basically starting from square one. Making sure that your branding is consistent and you post regularly will help to keep your clients trusting in you and coming back again and again.
Consistency in Messaging
Imagine that in your Instagram page, you only talk about your cute cat and in your Facebook page you talk about cosmetics, but your website is about healthy living. Wouldn’t that confuse your potential clients? It is not a problem to mention your cat or your cosmetics if they fit in with your healthy living business, but if that is all you talk about, you will confuse people. It is important that you share your message consistently. Yes, you need to adjust it to the different channels, but it needs to be consistent to penetrate the market.
Consistency will not only make your potential clients recognize you immediately, but it is also easier to produce posts and content when you already know the colors and message you will be using. Why make it harder?
Wishing you all the best,
About the Author
I help coaches, entrepreneurs and service providers to jumpstart their online visibility by providing social media marketing strategy, social media training and social media management. I am in business since 2008. You know you are making social media work for you if you are still in business after 10 years and thriving!
Aside from my continuous education in social media, my claim to fame is that all of my clients find me on social media. They contact me. Can you imagine what that would do for your business if prospective clients are contacting you? No cold calling involved.