Consistency and Frequency Matter!

​​I love what I do. I always have. And, given my personality and that the creative wheels are always turning, I believe I always will.  For as long as I can remember, I have been fascinated with what makes people tick. Since college, I have been curious about different cultures, and the world around us.  I was drawn to classes in sociology, psychology and, was, in fact, a political science minor.  When I took my first marketing class, it was as if bells went off in my head.  I had found what made complete sense to me. 

As a marketing person, I understand why specific groups of people choose to do what they do. I have always looked at packaging and tried to envision better styles. I have always enjoyed slogans and words. And, aside from correcting the grammar (Apple’s Think Different is in fact grammatically incorrect), I understand the power of words and design. Merely looking at the FedEx logo will open your eyes to  - literally - what I mean.  I know I am in the right field. Marketing is all of this wrapped up into one neat package. 

Why do consistency and frequency matter? 

Understanding a company's image and how it is perceived is imperative to effective branding. And, if a company wants to develop and support its brand, it is vital that the messaging be loud and clear across all marketing and advertising channels. Is the voice the same? It should be! Is the design the same? It should be!  This explains why every two-year-old knows that the golden arches mean a Happy Meal and a toy.  

Let's talk about frequency. Yes, the squeaky wheel gets the grease. Right? Right! Regarding more traditional advertising vehicles, we are sold on the frequency of delivery as a means to gain top of mind recognition.  More so than ever, frequency and consistency are pivotal to brand recognition across social platforms. When a potential client tells us they post once or twice a week on Facebook, Instagram or Twitter, I cringe inside.  You see, the benefits of social media are undeniable. But, if you are not going to dedicate 100% of energy to these incredibly strong platforms impacting your bottom line, then don’t waste your valuable time.

If this approach is yours, I suggest you see what your competition is doing. Your competition will reach out to their social communities- and yours. They will  capture not only their attention but their dollars.  

Social platforms offer the potential to drive traffic to your website and support brand. They provide the possibility of conversation with those who like or follow your brand. Social platforms offer the exchange of photos, and an opportunity to tell your unique story. They provide a forum for discussion, and the ability to educate your customers. With direct messaging features, customers can privately ask you questions about your products and services. And, the marketing mechanisms available within social platforms are superior. There is boosting. There are ads. There are contests and giveaways. There is the ability to promote your business locally. You can access thousands of new customers with look-a-like audiences. The marketing dork in me will tell you that this  is pretty spectacular. 

But, none of this matters if you are not going to work the platforms to your advantage - this means you have to have a social strategy posting regularly engaging your community while enhancing your story.  Frequency and consistency of messaging matter. Without this commitment, it's like running an ad without a phone number or logo. You know how that would work. 

Want to know more? Reach out to us on Facebook or Instagram. You can also email MRpr at mary@maryraupr.com.

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