Consistency is Key in Online Marketing . . . Repetition, Not Necessarily

Consistency is often the lacking feature in an otherwise solid online marketing campaign.  Strategizing and planning tend to be what trainers, consultants, and professional coaches want to tackle but consistent execution can be elusive.  That said consistency can become repetition which is a sure way to lose audience interest.

Consistency is born from a marketing calendar and a company brand outline.  Following the template and schedule generate consistency.  The content can also help generate cohesiveness through follow on topics or offers that build on one another. Consistency is a proven advantage in that many potential clients will need many touches (for most people it’s 7 or more) before credibility is built up to a point where they will consider calls to action.

Strive for consistency but be wary of message repetition.

A client of ours ran monthly events.  They had a particular topic and a set way of doing their event.  Truthfully, it was a powerful topic and an impressive presentation.  The problem was that the marketing material was just as repetitive.  The description and the bullet points would change some but the title and calls to action were always identical.  What was initially a very successful promotion became tired.  By the 10^th time they ran the event the email list and social followers completely tuned it out. Registration was poor and something needed done to rejuvenate their attendance levels.

So the event was revamped.  We didn’t go back to the drawing board, we just modified it: New title, new incentives, new target audience.  The consistency remained in that the landing page, email invitation, and social posts were all recognizable as part of our clients campaign but interest was renewed because the audience perceived it as something different.

Consistency is good but it can lead to a lazy approach which results in repetition.  Have a close eye on metrics and if you see interest has plummeted in a recurring offer or message, it will need to be revamped.