Recent discussions I’ve had with a financial planning firm about its marketing program regarding consistency when it comes to producing marketing content is emblematic of a common issue businesses face when it comes to designing a content marketing strategy.
The principals of this firm believe the messages they were taking to market were inconsistent and not in keeping with how they wanted their business to be identified.
While this firm is generating some valuable content, the jumbled nature of its delivery isn’t generating useful client leads.
Whether it’s a financial planning business, a construction company or recruitment firm, a lack of consistency in the delivery of content is a common problem.
For your marketing program, consistency is crucial; especially now, when you have more competitors than ever fighting for the same client dollar. Augmenting this challenge is the fact we now operate in a multichannel marketing world, where there are more tools and platforms to reach out to clients.
Be clear and consistent
Regardless of the channel or medium, maintaining a consistent message will earn you brownie points and sales with your clients.
Failing to maintain messaging consistency is where countless businesses get it wrong. By trying to be ‘original’ or ‘different’, some companies fall into the trap of chopping and changing their messaging. All this (non) strategy achieves is client confusion. Moreover, if your messaging is erratic, this error makes it easy for a consumer to dismiss your brand and, worse, move on to your competition.
Informing a client of your services is the goal of your marketing activities. Sounds simple right? Therefore, if you stray from a consistent message, how can you expect a client to work out what you can do for them?
Wandering messaging can also baffle your employees. As your firm’s frontline, your planners must be clear about the value you’re offering. If your employees lack this clarity and use inconsistent messaging, how can a client genuinely understand your value?
How to do better
There are several tactics you can employ to ensure you have a strong, multichannel message:
- Do the basics well: This is Marketing 101, but you must understand your firm’s value proposition and the unique selling points you provide the market. Ensure these fundamentals underpin all your marketing and are consistently presented through your messaging.
- Don’t go it alone: Sitting in an echo chamber is hardly conducive to good marketing. Road-test your ideas with your colleagues or, better still, involve them in the process. If you’re a sole trader, ask a trusted adviser or mentor for an opinion.
- Build communication guidelines: Giving everyone in the business an essential messaging guide to use is a practical measure and incredibly helpful. You’ll find that your team is more likely to use your messages consistently. Include messaging such as your ‘Why’ or mission statement, your values, and your key selling points.
- Live it: You want everyone in the business to buy in. To achieve this, make sure you live your business, too.
