Consistency In Marketing

by ljknechtel | Sep 3, 2024 | Content Marketing, Email Marketing, Local Search, Marketing Trends, SEO, Social Media

Find something that works. Keep doing it.

In a sea of fly-by-nighters, consistency helps you rise above.

Consistency in marketing might not sound all that flashy, but is absolutely crucial if you want your marketing efforts to actually pay off. Whether you’re sending out emails, posting on social media, running ads, or even just chatting with customers, staying consistent is what separates the pros from the “just getting by.”

Why Consistency in Marketing is Your Best Friend

Think of consistency in marketing like the glue that holds everything together. You wouldn’t build a house with mismatched bricks, right? The same goes for your marketing. When you’re consistent, your message becomes clear, and your brand starts to stick in people’s minds. It’s like when you hear a catchy jingle on a commercial—after a while, you can’t help but remember it. That’s the magic of consistency!

Trust and Credibility—The Dynamic Duo

Here’s the thing: people are more likely to trust a brand that’s reliable. If your messaging, look, and feel are all over the place, it’s going to be tough for anyone to take you seriously. But when you’re consistent, you build trust. And trust is everything in the world of marketing. It’s what keeps your customers coming back for more.

Think About It This Way…

Imagine you’re following a brand on Instagram because you love their fresh, modern vibe. But then, suddenly, they start posting content that feels like it’s from a totally different company—confusing, right? That’s what happens when there’s a lack of consistency in your marketing. It’s like being in a relationship with someone who’s constantly changing—eventually, you’re going to lose interest.

Across All Your Channels—Yes, ALL of Them!

Whether you’re emailing your subscribers, posting on Facebook, running Google ads, or employing SEO strategies, your brand’s voice, tone, and visuals should feel like they’re coming from the same place. This doesn’t mean everything has to look identical, but there should be a common thread that ties it all together. It’s like a band playing in harmony; each instrument is different, but they all work together to create something amazing.

But What About Experimenting?

Now, I know what you’re thinking—doesn’t consistency kill creativity? Not at all! Consistency doesn’t mean you can’t experiment or try new things. It just means that no matter what you’re doing, it should still feel like “you.” Think of it like cooking. You can try new recipes, but your unique flavor should always come through.

The Bottom Line

At the end of the day, consistency in marketing is what makes your efforts click. It’s what turns a one-time buyer into a loyal customer. It’s what makes your brand recognizable in a sea of competitors. So, no matter which channels you’re using, remember to keep things consistent. Your brand will thank you for it!

And there you have it—a simple yet powerful reminder that consistency is key. So, go ahead and spread your message far and wide, but don’t forget to keep it consistent.

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Marketing Analytics – Why & How to Measure Your Marketing

by ljknechtel | Nov 16, 2020 | Marketing Metrics, Social Media

MARKETING ANALYTICS

Why & How to Measure Your Marketing

Feedback. You can find it in every walk of life, at every stage of life. Sometimes it’s unsolicited, but most times, it lets us know how we’re doing – in school, at work, with our new fitness regimen, or when trying a new recipe.

Marketing is certainly no exception. Feedback is critical for the implementation of a successful marketing strategy. Bottom line: if you’re not measuring, you’re not marketing.

The problem is that metrics and analytics are not terribly sexy concepts, and the prospect of having to look at numbers and graphs sounds daunting and downright boring. So, you might not care much about marketing analytics, but if you like results and continuous improvement, it’s time to start caring.

Many businesses like yours are busy doing what you’re in business to do. As such, your marketing efforts consist of throwing money at the odd newspaper or magazine ad, saying yes to digital ad salespeople who visit you once a year to renew your contract, sporadically posting to social media, attending a few networking or trade events, and paying for a website whose content rarely or never gets updated.

But to what end? No company, large or small, likes to throw money out the window, but that’s exactly what you’re doing if no one is reporting back to you on the results of your marketing investment.

Monitoring your results does not have to be complicated. If something’s working, do more of it. If something’s not working, change course. And the nice thing about digital marketing? Unlike traditional marketing channels like print media, billboard advertising, and posters, you can easily and precisely assess engagement with native (built-in) or add-on analytics dashboards. Here’s a general framework for measuring your marketing:

Website Marketing Analytics

While some platforms have built-in analytics, there’s nothing more powerful than Google Analytics. Here’s how to get started using Google Analytics. This is a robust dashboard, offering the ability to dig really deep into web traffic metrics. We’ll be writing more on this topic soon, specifically about the most important metrics to track on an ongoing basis.

Email Marketing Analytics

All email marketing platforms (we use Constant Contact) include native marketing analytics, which are generally sufficient for learning what’s working and what’s not. If you want more in-depth analytics, most email marketing platforms also integrate with Google Analytics. Refer to the knowledge base for the platform you use for how-to information.

Social Media Marketing Insights

Each social media platform offers its own marketing analytics. Here’s a list of where to find metrics on the more popular ones:

Facebook

First of all, analytics aren’t offered for personal profile pages, but given that you’re a business, you have a Business Page, right? To access your page analytics, simply select “Insights” from the secondary menu.

Twitter

Twitter was late to the game with Analytics, but they finally added them in August of 2014. To access your analytics, simply go to analytics.twitter.com and log in.

Page Admins can access Company Page analytics about visitors, updates, and followers by switching to the Admin View and selecting Analytics from the Page menu. To get to the Admin View, simply select “Manage Page” from your main Company Page.

Instagram

Instagram is becoming a popular marketing platform choice for businesses of all types including those in the construction and home services industry. However, Instagram currently only offers analytics to accounts with high levels of engagement. So how do you find out how your Instagram posts are performing other than looking at each individual post? By using a social media management platform like Hootsuite. Not only does Hootsuite allow you to schedule and manage posts for all of your social media accounts from one dashboard, but it also provides analytics for all platforms connected to your account, including Instagram.

YouTube

YouTube account owners can access analytics by going to studio.youtube.com and selecting the Analytics option from the left-hand menu.

Analytics are available to Pinterest Business Account owners and can be found in the top Page menu with options to view an overview, or specific metrics pertaining to profile views, people you reach, or your overall audience.

While you can dive really deep into marketing analytics, measuring your results is not an all-or-nothing proposition. Every step you take to learning about which marketing activities are effective and which are not, is a step in the right direction where marketing ROI is concerned. So start with measuring website traffic sources and behaviour and add other channel analytics as you get more comfortable.

If you would prefer to focus on your core business and outsource your marketing management (which includes monthly marketing reporting) contact us to get started.