Like any good relationship, being consistent is the key to success in the business world. Whether you’re building a new product, or creating a newsletter, consistency can be the deciding factor in whether your efforts are a success or a flop.
Here are three specific reasons consistency should be a top priority for your organization:
Strengthen Your Brand
Every time you share information, post on social media, update your website, or provide commentary on a subject, you build your brand – but only if you’re consistent in your messaging and how it’s delivered. Audiences begin to expect things from you that help differentiate your organization from others: a sense of humour, new products announcements every quarter, photos from charity events in a monthly newsletter, colourful posters that match the website, and so on.
Consistency makes it easy for your audience to recognize your brand and sets you apart from the rest.
No one likes it when their favourite product is suddenly discontinued. There’s no feeling of confusion and betrayal quite like the ones we find ourselves in when we are staring at the shelf in our neighbourhood department store, wondering what on earth we’re supposed to use now because the go-to has been replaced by an unknown.
Your customers feel the same way about you and your services, so when build a routine you are also building expectations, and your customers trust you to be consistent. Whether it’s calling to remind them of an upcoming appointment; offering automatic refills; checking-in after a new purchase; or even just producing a new, valuable piece of content for them every Sunday – once you’ve created a routine, it’s crucial you stick with it.
Doing so will build trust and brand loyalty (irreplaceable aspects in a customer); but inconsistency will create confusion, frustration, and eventually, a lost prospect.
Move Prospects along the Buyer Journey
Providing your clients and target audience with valuable content will help them identify you as a thought leader in your industry, but once you’ve made the initial connection, it’s important to continue to nurture the relationship – particularly if they’re a new prospect. You want to be sure you help them move along the buyer journey by always have something new for them when they need it, and by always following-up with them after a milestone (whether they’ve downloaded a whitepaper, or made a purchase). By consistently having new information for them, they begin to see you as a thought-leader. By consistently following-up with them, they come to expect a certain level of service from you. And by consistently delivering quality products or services to your prospects, you turn them into returning buyers and life-long clients.
A consistent content marketing strategy will help in all of these areas, and there are many great tools available to help you ‘set it and forget it’ when it comes to producing and disseminating content (like Marketo and Hubspot)
If your content strategy isn’t up to par or you’re looking for more guidance on setting up a content management system, let us know! We’re experts on content and can make sure your clients see you for the experts you are, too.