Consistency in small business marketing – it’s vital and often missed

By Keri Stafford

Small business owners have a lot on their plate – accounting, managing employees, customer service, sales, maintenance, technology – the list goes on and on. Marketing is just one small piece of the puzzle that keeps a business running. One of the key aspects of marketing that often gets overlooked, not on purpose, but more often because of lack of bandwidth, is consistency.

Here are four very important reasons why consistency is important in small business marketing:

Builds trust

Being consistent with your marketing builds trust with your target audience. Developing a seamless look for your brand across your website, social media channels, emails, etc. along with a constant stream of communication offers predictability and makes consumers feel more comfortable. Consumers will know what to expect and they will like the outcome.

Interacting with consumers consistently will allow them to get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you and more likely to recommend you to their friends.

Fosters relationships

Marketing is not just about getting your name out there; it needs to be way more personal than that. It’s about helping consumers get to know your brand on a personal level. Purchasing is an emotional decision. Part of engaging the right emotions with your consumers is making them feel like they know your brand and that your brand can be trusted. Create a relationship with them, communicate and interact with them.

Demonstrates your expertise

You are an expert in your industry. By providing a consistent stream of useful tips and information related to your industry, you are demonstrating your expertise. Being the expert in your industry gives you credibility and builds trust with your customers and potential customers. Remember, your readers are NOT experts in the field so don’t assume that they know what you know. Share your knowledge.

Fulfills customer expectations

In today’s world of constant communication, your customers expect to hear from you, they WANT to hear from you. It would be weird if they didn’t. They would wonder where you are and what you’ve been up to, or worse, they might forget about you. Don’t let that happen.

So whether it’s by email, content creation or social media, agencies like Luminary Digital can help you maintain that consistency with your customers so they will get to know you, remember you and continue to purchase from you. Contact us today to get started!

About the Author

Keri headshot

Keri Stafford is Director of Marketing & Operations at Luminary Digital. She can find a reason to use a spreadsheet for just about anything and is so obsessed with content marketing that she won’t stop talking about it. Tweet to Keri: @keristafford.