At the end of Secondary 1, my form teacher remarked in my report book: “Siew Fong is a co-operative and reliable pupil. He is good-natured and is a consistent and conscientious worker.” Well.. other than showing off how much of a teacher’s pet I was (and probably still am), my purpose here is to emphasise on the word “consistent” (as highlighted in bold). So being consistent is a good thing, but other than getting praised by your teacher, what good does it serve, especially in digital marketing?
The Big Yellow M
Let’s look at something we’re familiar with – Mcdonald’s. If not for consistency, they wouldn’t have become one of the biggest fast food chain in the world. No matter which Mcdonald’s you’re visiting, it is certainly expected that you get the same taste, enjoy similar environments, and see the instantly recognizable big, yellow “M” that represents Mcdonald’s across the world. It allows customers to feel at ease when stepping into a store because they can expect a consistent quality food and service, encouraging their purchase decision.
Consistency is not a hard concept to grasp, and yet many companies fail to get it. And how do we exactly apply it in digital marketing? Reading through various online articles (this, this, and this) leads to the following summarized steps:
1. Imagery: What you see is what you get. Images posted on various platforms – from the cover photo of your facebook page, the background image of your website to the signature of your email – should have a cohesive vibe. One way perhaps is to have a colour scheme to stick to (possibly the corporate colours you’re currently employing)
2. Voice and tone: What kind of message are you trying to send out? Is it a serious one, or a friendly one? This should be uniquely yours and once you’ve established one, stick to it!
3. Mediums: Once decided on the consistent imagery and voice and tone, it’s time to spread the word! Some social media platforms has been introduced in my second post in this blog (take the polls if you haven’t).
4. Set a schedule: Since you’ve set an expectation for people to see your content, set a schedule/plan to churn them out. Some questions to ask:
- How often are we going to write a new blog post? (Once a week, twice a week? When you decide, create a schedule.)
- How often are we going to post to social media sites?
- How often will we send out an email newsletter?
- How often will we create new content offers?
- Who is going to be responsible for creating the content?
Of course, not forgetting about search, make sure that the pictures and texts are in-line with your search engine optimisation plan (guide)
Lastly, make sure you avoid some pitfalls in driving consistency!
A Little Experiment: MRSIEW Comes to Life!
Since I’m advocating consistency, mrsiew is going to walk the walk as well! Let’s hope that this particular blog can generate some discussions amongst people (esp digital marketeers) in the online space.
To see whether it really helps in increasing awareness, let’s follow the above framework:
“MRSIEW — a serious marketeer who likes to keep things light-hearted.”
Colour tone of main images should be kept monotone (to represent the seriousness) with graphics that are a little whimsical (to represent the light-heartedness). If you have noticed, the header photo used is similar to this as well.
Voice and tone: discusses topics of interests — ranging from digital marketing to design. Prefers keeping topics “understandable”, and insist on high quality images.
Schedule: Blogs once every 2 weeks, posts on instagram almost daily.
Well, the next time I post would probably be after my exams (from now till 9 May) 😦 and hopefully I get approval to blog about my marketing internship which starts right after exams!
Now back to the topic of consistency; if you have noticed, the words “consistent” and “consistency” have all been highlighted in bold to keep everything CONSISTENT (not to annoy you, but to further emphasise it’s importance). But whatever term is used, be it ‘cohesive’, ‘integrated’, ‘connected’ or even ‘united’, it’s definitely something marketeers should be aware of.
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