Consistency of Message

The difference between successful marketing efforts and those that aren’t is consistency of message... and unfortunately it’s just this consistency that seems to be one of the greatest marketing challenges for small business owners. This couldn’t be truer than when businesses market online – whether it’s their website or their social media presence.  Professional service firms throw together a site that looks anything but professional, design companies throw up a one-page glorified place-holder site listing website design as one of their services or individuals use nick-names or photos on their social networking profiles that don’t support their business.

A consistent message over time helps you develop trust and familiarity with your target market – they know who you are, what you do, what you stand for and what you can be counted on for.  A consistent message over time therefore becomes more effective in generating leads and ultimately paying customers (have a look at a big brand example – www.schweppes.com.au – a great example of consistency across their online and offline campaigns).

An inconsistent message on the other-hand not only doesn’t achieve these benefits, but it actually costs you.  Potential customers don’t ‘get’ who you are, instead they see a mish-mash of ideas, thoughts, images or looks.... leaving them confused, unimpressed and looking to the next option.

So, how do you ensure you present a united front across all your marketing efforts?

1. Clarify your core marketing message to give you a solid foundation.
2. Determine the outcomes you want to achieve in your various marketing activities – online and offline. 
3. Identify marketing activities that best achieve these outcomes for you and for your business. 
4. Across the activities you choose, make sure your message is consistent.  You’re not necessarily saying the same words... but you want to communicate the same ‘essence’ each time.
5. Get an outside perspective... not just for each activity but for the overall strategy.  It’s hard to see inconsistencies when you know what you’re trying to say.

Take Action- Review your current marketing activities – online and offline – and ask yourself if they present a congruent, consistent marketing message.

Cat Matson is the Director of Client Development at Alito, a coaching, consulting and accounting practice for SME’s dedicated to igniting their clients’ performance.  Find more information and resources at www.alito.com.au or contact Cat on cat@alito.com.au or 3289 5500.