Marketing is, of course, one of the most important things for any company to get right, regardless of the particular field they operate within, or the general tone and style of their branding.
Ultimately, marketing is the art of consistency and effectively communicating with a target audience. It can take many forms ranging from things like White Label email marketing for agencies, to a traditional flyer campaign — but the fundamental point remains the same: marketing is about you conveying something to your prospective customers, as succinctly and convincingly as possible.
A lot has been said and written about the best ways to market effectively, which channels to use, how to phrase marketing slogans, and so on.
Ultimately, though, one of the most important considerations for marketers to get right might simply be to aim for consistency in their marketing efforts.
Here are a few reasons to aim for consistency as a marketer.
Consistency develops familiarity
Effective marketing isn’t necessarily just something that convinces the casual observer to make a purchase immediately.
Certainly, it’s great if this does end up happening. But more important than making one-off sales — even many of them — is developing a familiar brand identity that people are comfortable with, and are likely to find themselves coming back to, time after time.
In marketing, consistency is a major factor in developing familiarity.
It’s unlikely to do you much good in terms of creating a strong and familiar brand identity, to just launch the occasional campaign. Instead, you need to try and saturate particular channels with your brand image, slogans and motifs, as much as possible.
Effective marketing often best pays off over time, with volume of exposure
Marketing is always a numbers game in many respects — with a relatively small number of all the people who see your marketing campaigns ending up making a purchase either now or later on.
Effective marketing is the kind of thing that often best pays off over time, as you generate more and more visibility, and reach a greater number of people — and it’s difficult to be able to expand your campaigns in this way if you aren’t fairly consistent with your marketing efforts.
Consistency and time convert prospects to leads in many cases
When marketing, one of your core objectives will be to identify and speak directly to prospective customers — people who might be interested in purchasing your product or making use of your service for one reason or another.
Obviously, though, only a relatively small number of these prospects will turn into buyers outright. Significantly more, however, are likely to become buyers over time.
Consistency in your marketing can have the effect of converting “prospects” into “leads” and then customers, as you continue to develop and nurture the initial interest that you might have hooked them with, through your marketing campaigns.
Mailing lists are famously very powerful and effective when it comes to converting people with an initial interest in your business into buyers over time — but the general principle in play here is consistency over time.