For any business, your brand is your most important asset. It’s your organisation’s personality, after all. The way you look, sound and act can directly influence how current and potential customers perceive your business. Taking that into consideration, it’s no surprise that your brand’s social media marketing presence is vitally important.
There are many elements that contribute to a brand’s success on social media but one of the most valuable factors is consistency. Whether you’re putting out a LinkedIn update or replying to a customer in a Facebook comment, your content needs to maintain a consistent style and tone of voice. Building a foundation on consistency is the key to any successful digital marketing strategy.
Why Consistency Is Key
Whether your business is posting on social media once a week or everyday, it’s crucial to choose and adhere to a schedule. The content being posted should be consistent in appearance and tone, and the frequency at which your posting should be consistent. Keeping up with a social media strategy not only helps to create an overall better customer experience, but it can also help build credibility, improve your brand’s reputation, and increase the trust your audience has in your business.
Consistency builds momentum. When it comes to content, being consistent on social media is the key to growing an engaged audience and building brand awareness. In the fast-paced environment that is social media marketing, consistency is what makes your content relevant. There are a few elements to take into consideration when building a consistent social media presence:
Social Media Marketing – Tone of Voice
Whether you’re interacting with your audience in the comments on Instagram or posting a tweet, ensure that you’re using a consistent tone of voice. In many ways, your tone of voice portrays the personality of your brand and can help to build brand recognition. In the same way you may recognise a text from your best friend based off the tone of voice and way of communicating, your audience will start to recognise a post from your company when they read it. The tone of voice should not differ wildly between posts.
When deciding on what your business’s voice should be, you’ll want to consider your audience and target market. It’s important to have an understanding of who you’re talking to, for instance if your audience are largely millennials, you may not want to communicate with them the way you would with an older demographic.
Social Media Marketing – Aesthetics
Your audience is constantly being bombarded with high volumes of content when they’re scrolling through social media, so it’s crucial to stand out. Ensuring visual consistency can help your audience recognise and take notice of your content. This can be done by using the same colour palette and fonts in every post, across all of your social media marketing.
Social Media Marketing – Posting Schedule
While posting consistently can be pretty challenging, it’s crucial for driving engagement, building brand awareness and creating a strong brand image online. By nature, social media marketing is fast-paced and content can become obsolete very quickly. Posting regularly is essential if you want your content to stay in the public eye. It can be easy to fall into the trap of posting consistently for a short period of time, then to stop entirely and go weeks without any content. This can cause your organic reach to decline rapidly, as your audience doesn’t know when to expect content from your business and the algorithms (which favour consistent posting), are no longer pushing your content out as much.
Make Social Media Marketing A Habit
Many businesses make the mistake of not treating social media marketing as a priority and, rather than creating a long-term content strategy. They have “tactics” of when or where to post, with little rationale as to why. Social media is often not thought of as well as other marketing channels and, as a result, the plan is undefined and unmeasured. Content creation should be a regular habit, with long-term goals and an overarching strategy.
One way to ensure your social media strategy is on its way to becoming a habit for your business is to create a shared document that holds all of your content ideas with a set publishing schedule. Assign due dates for projects and give important tasks to each team member, electing one person to oversee the strategy. It’s crucial to ensure everyone’s on the same page or you’ll be at risk of putting out muddled, inconsistent content.
Even if maintaining a consistent brand and content strategy is a challenge, it really is a challenge worth taking on. If you’re looking for some guidance on how to build a consistent social media strategy for your business, get in touch with the team to book a free consultation.