If you struggle with converting visitors into customers, it may have something to do with brand consistency. Did you know that only 22 percent of businesses are satisfied with their conversion rates? That means there’s a lot of room for improvement.
When you run a business, you need to maintain consistency across all channels. Your website, email, social media, and marketing campaigns should have the same message and vision. Otherwise, it’ll prove challenging to guide your customers through the sales funnel.
You need to build brand awareness and trust with your audience before they can turn into customers. Being consistent in your marketing practices is the perfect way to do so. Embodying the same values and mission throughout your brand shows your audience they can trust you enough to move forward and purchase.
It can be tricky to maintain consistency as your business grows. With additional personnel, products, policies, and more, it’s easy to understand why it’s a challenge. But keeping your branding consistent doesn’t have to be difficult.
Here are a few tips to help you get started if you want to maintain consistency alongside brand growth.
Many businesses create brand guidelines or style guides that help different departments create clear marketing messages. They also exist for employees to refresh their knowledge about the company’s branding and how best to translate it to customers.
As your business grows, it becomes more essential for employees to understand the company’s style guidelines because details can get lost in the sauce. And when it comes to your image, it’s the details in custom branding that make your business stand out.
Dropbox uses a consistent design and message throughout their website and email marketing:
If you adopt one persona on your website and then adopt a different personality on social media, you’re sure to confuse your audience. They won’t understand who’s speaking or if they’re the ones being spoken to. When posting content or engaging on social platforms, you need to use the same elements you use on your website.
Around 43 percent of people use social media to research products and services they’re interested in. If a potential customer visits your social profiles and doesn’t recognize your brand through its many elements, there’s a good chance they’ll go elsewhere.
You’ve already decided how your brand will present itself through your website, so now you need to move those ideals over to social media. If you embody a fun, lighthearted personality on your website but you’re serious and stern on social media, people will turn away in confusion.
When using social media, refer to your branding guidelines to ensure you’re using a consistent tone and personality. It’s also essential to spread the same marketing message and express the same values to build brand authenticity. When promoting new products or content, embodying the same tone and voice makes room for more conversions.
It’s important to maintain relevance in your content to ensure you’re spreading the same message across all marketing channels. Businesses choose consistency because it easily leads customers through the sales funnel and produces conversions. And seeing as 81 percent of business owners put content at the core of their marketing strategies, it’s easy to see why staying relevant is important.
If your campaigns, blog posts, emails, landing pages, and other content don’t accurately reflect your brand and its values, it shows your audience you don’t have a clear vision. No one wants to do business with a company that’s unsure of what it’s doing, and this pushes customers away.
The best way to ensure you maintain relevance throughout your content marketing is by tracking your progress every step of the way. This means:
As your brand grows, you want to ensure it maintains consistency. Sometimes, rapid growth in a company causes confusion that leads to inconsistencies, but this doesn’t have to be the case for you. How will you remain consistent in your content marketing efforts?