There’s an old saying, “Amateurs practice until they get something right—champions practice until they can’t get it wrong.”
The quote, like a lot of quotes, has been attributed to a variety of famous people, but its message is clear: when it comes to becoming great at something, consistency is key.
In the digital marketing industry, we dream of viral videos shared by the masses (in a good way, not a watch-this-guy-fall-off-his-bike-into-a-dumpster way) or campaigns so clever they’re recognized by our peers. When creatives strike gold, it’s not because the content fell out of the sky into their hands; it’s because of consistent and regular marketing. An award-winning campaign is likely the 1000th thing they’ve written, shot, designed, or strategized.
For businesses, successful digital marketing doesn’t have to mean your ad makes it to Good Morning America. Successful digital marketing means that your company is top of mind when a customer has a problem that you can solve.
Here is how consistent and regular marketing activities keep your company, what it does, and why at the top of customers’ minds when they’re ready to find solutions to their problems.
We Have Short Attention Spans
There’s a new trend on TikTok. One TikTok features two videos playing simultaneously, side by side. An interview of Jennifer Lawrence next to a video of the popular video game Rocket League. Has Gen Z mastered the ability to control each eyeball separately? No, like all of us — they just want more stuff! I mean, how many people do you know that eat dinner while watching TV? If they say they don’t, they’re liars.
In the age of the internet, we love to multi-task and have multiple stimuli coming at us.
As digital marketing noise increases, your marketing efforts need to be consistent to have a chance to break through.
There’s a “rule of seven” in the world of advertising, marketing, and communications — someone needs to hear something seven times in order to take action on it. That was before the rise of endless social media.
According to a study from scientists at the Technical University of Denmark, Technische Universität Berlin, Max Planck Institute for Human Development, and University College Cork, “our collective attention span is indeed narrowing, and this effect occurs – not only on social media – but also across diverse domains including books, web searches, movie popularity, and more.”
As attention spans become shorter, simply communicating your company’s services or products and their benefits becomes a game of drilling home the message, which means consistent marketing activities.
Establishes Brand Identity
Consistent marketing is fantastic for communicating what products or services your company offers and how they’re valuable, but it’s also a good way to build up your brand’s identity and why your company does what it does.
Speaking of old sayings, Author Simon Sinek has a famous saying — “People don’t buy what you do; they buy why you do it, and what you do simply proves what you believe. In fact, people will do the things that prove what they believe.”
Think of a company like Subaru. People buy their vehicles for reliability but also because of what they signify — love and adventure. Their branding, from their sporty exteriors to their earth-tone color schemes, marketed with imagery of groups of people and their dogs camping, hiking, and kayaking, makes you feel like you could lead a life akin to Bear Grylls or Lewis and Clark. Even though you’ll just end up driving to Target 99/100 times, they make you believe you could lead a more interesting life because that’s what people believe the vehicle is built for.
Instilling that brand identity doesn’t happen overnight. It takes regular marketing with a consistent message that’s also consistent with your product or services. Subaru, for example, struggled as a company as recently as 2005 — that’s when they decided to revamp their marketing with the “Love Campaign,” which paired a new brand identity with their products.
When your brand identity and your products or services align, you begin to build a dedicated and trustful audience.
Builds an Audience + Trust
When you appeal to a certain segment of people, say, adventure-seeking car drivers, consistent marketing is key to maintaining that audience. Imagine if Subaru decided they wanted to broaden their reach and began to market toward drivers who want the cheapest car available. This would weaken Subaru’s identity and its trust among its core audience.
When a company spends time building an identity, they’re trying to attract a certain segment of people, but it also hopes with a strong enough identity — they’ll stick around.
According to a study by PwC, a data and analytics service provider, 71% of consumers say they’re unlikely to buy if a company loses their trust. And according to Forbes, consumers are four to six times more likely to purchase, protect, and champion purpose-driven companies.
Last year, Subaru Ranked “Best Brand Loyalty in the Automotive Industry” for the third year in a row.
While corporate actions, product quality, customer service, and more all play a factor in determining consumer trust, marketing is most companies’ best means of communication. You may have heard from a significant other or ex-significant other that communication is key to building trust. Consistent marketing ensures your message is being heard.
Keeps Your Sales Team Happy
There are probably salespeople reading this article saying, “Branding is great, but can the marketing team help me out?” Beyond educating customers about products or services and building your brand up, consistent and regular marketing activities are the best way to feed your sales team quality leads. For many organizations, delivering quality leads is the primary reason the marketing team exists.
According to a survey by LinkedIn, 94% of the top-performing salespeople surveyed called the marketing leads they receive either “excellent” or “good.” This means, despite the old stereotype of sales and marketing being on separate wavelengths when they are aligned — sales and marketing can make magic.
So, how does an organization create an environment where sales is happy with marketing leads?
You guessed it — consistent marketing. One of the best ways to achieve high-quality leads is through a marketing technique called lead nurturing.
Lead nurturing is all about building a relationship with prospective customers, educating them on their problems and your solutions through consistent marketing activities. According to Oracle, best known for their cloud applications, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads.
Sales cycles can be long, especially in B2B. In order to move a lead from what we call the awareness stage to the decision stage — it takes messaging that builds upon itself, leading them toward your sales team.
Even if your marketing campaigns never go viral — like playing alongside a Rocket League video on TikTok viral – consistent marketing efforts will help you break through the noise, build your brand, audience, and trust, and keep your sales team happy. Need assistance staying on top of your marketing efforts? Hivehouse Digital can help!