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  • Writer's pictureHannah Williams

The Importance of Consistency in Marketing

Consistency is crucial in any aspect of life, and marketing your agency is no exception.


Whether you're promoting a product, service, or brand, your marketing efforts should be consistent across all channels and platforms. From the tone of your messaging to the visual elements you use, everything should be aligned to enforce your cohesive brand proposition.


However, to our surprise, findings from our Agency Marketing Report show 38% of agencies have no rhythm or consistency in their social posting. If you are inconsistent with your marketing, you may appear unprofessional and unestablished, resulting in a negative perception of your agency.



The report also highlighted that 44% of the agencies scored are unclear who their audience are and 73% don’t explain the challenges they solve. We all know that people buy from people, so it should be a priority to make your brand feel like a well known friend, someone who understands your problems and challenges. To do this, consistency must be key. If you are consistent and clear about who you are and what you do and who you do it for, your target audience will build trust in your agency.


What good consistency looks like


There are a myriad of ways to speak to audiences and marketing professionals need to take advantage of these touchpoints whilst recognising people are bombarded with information every day, and it's easy for messages to get lost in the noise.


By consistently promoting your agency brand, you can break through the clutter and make an impact.


Fail to plan, plan to fail


Creating a consistent marketing plan can be challenging, but there are some tips to help.


Define your goals


What do you want to achieve through your marketing efforts? This could be anything from increasing website traffic to generating qualified leads. If you know what your goal is, your game plan can be tailored to support this. As discovered in our research, 32% of agencies post social media content that is irrelevant to their work and their proposition, they are ultimately alienating that familiarity which can be so imperative.


Own your (tone of) voice


Your voice is a huge part of your brand. Having a consistent tone across all marketing efforts helps to build a strong brand recognition with your target audience. With 30% of agencies scored in our research not having a consistent tone of voice across their channels, there is clearly work to be done. Having the confidence to maintain your uniqueness gives your brand individuality. Pair this with the right rhythm and consistency when posting and you’ll be heard, loud and clear.


Know your audience


Who are you trying to reach? What is their challenge? What are their interests and pain points? This information can help you create content that's relevant and engaging for your audience. Less than half of the agencies included in our research were clear as to whom they were offering their services to. If you don’t know them, how will they know you?


Choose your channels


Which channels will you use to promote your brand? Will you focus on social media, email marketing, earned media, or all of them? It's important to choose channels that are relevant to your audience and that you can consistently use. If it is overwhelming to be consistent across all options, narrow down where your audience most likely hang out and go for those channels first, with vigour.


Create a schedule


When will you post on social media? When will you send out emails? When will you create new content? We found that 38% of the agencies we reviewed had no rhythm or consistency to their posting. Having a schedule can help you stay organised and consistent with your marketing efforts. It also allows your audience to start to expect your content. Look out for it. Anticipate it and eventually – look forward to it! When people see your brand consistently, they're more likely to remember it when they need your product or service.

If doing a little each week is unmanageable for your team, set aside more condensed time each month to create content in bulk then drip feed it.


Consistent marketing efforts are crucial for the success of any business. By consistently promoting your brand, you can increase website traffic, boost engagement with your audience, and drive more conversions. From social media to email marketing, there are many strategies you can use to keep your brand top of mind and build a loyal following.

As our report finds, we should all think strategically about how content can help us to reach our agency’s goals and how we can utilise variety with consistency!


Want to read more of our report? Download our Agency Marketing Report here.

 

Download our Practice What You Preach report

Agency marketing is hard. Our research with over 100 UK agencies proves it. Download the report to learn how to become your own best case study.



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