Marketing is about being where your prospects are, using the right channels to communicate with them, building relationships, and leveraging those into a strong client base. With so many digital options out there, you are likely reaching out across a number of channels and platforms. You run the risk of diluting your key selling points through inconsistent messaging. How do you make sure that your communication is always on point, regardless of the platform?
Why Is Consistent Messaging Important?
Your marketing messaging is often the initial point of contact with prospective clients. If interested leads find your social media campaign relevant, they might opt-in to your mailer or have a look at your other profiles. If your messaging is inconsistent across platforms, they might not see the things that piqued their initial interest. If your Facebook page says one thing and your mailer says something else, leads will end up confused about what you are, what your service does, and whether it’s the right fit for them. Focusing on a single audience touch-point won’t help either.
Building a Great Second Impression
Interested leads will research you thoroughly before they consider making a decision. Often, this goes beyond just visiting your website. You can expect leads to subscribe to your social media channels, consume your content, and reach out directly. Successful brands communicate the same, consistent message across multiple touch-points, reinforcing your key benefits and keeping your brand at the top of prospects’ minds.
For marketing teams, the implications are significant: you need to be able to say the same things, consistently, regardless of the platform. You cannot afford to have different marketing channels work in silos. You need synergy between your social media, email, and physical marketing presence, a well-oiled machine that speaks the same language and shares the same messages across multiple platforms. How do you make this happen? Let’s walk through some of the ways you can ensure consistent messaging across your campaigns.
Why Strategy Matters
You need to hit the drawing board and work out a big picture strategy and plan. This needs to go beyond “I should post on LinkedIn or Instagram consistently.” When building your high-level plan, focus on the who, what, why.
- Who are you selling to
- What do your audience demographics look like?
- What are you selling?
- What does your solution do and how does it help solve audience challenges?
- And why does it matter?
Using these three major aspects, craft a high-level messaging plan for your marketing strategy. This establishes what you actually want to communicate to your audience, regardless of the platform. Once this is in place, it’s time to consider different communication channels and to build content that aligns with your high-level message.
Leverage the respective strengths of each channel to promote your key message. On Instagram, think of images and videos that convey the themes you’re working with. On LinkedIn, a thought leadership article would work better. Whatever content they’re working on, make sure your marketing team keeps that high-level message in mind.
If your organization is spread wide—geographically or in terms of your product offerings, having this clarity can be transformative: it lets you align all your communication towards one axis, helping you build a strong, consistent brand identity.
Create And Follow A Planning Calendar
Having a calendar in place is a great way to ensure that your messaging is properly aligned. Even if specific messages, posts, and emails might be crafted by the different people in the content team.
If you have a common calendar, with wireframes and deliverables in a single place, it makes collaboration far easier, leading to more consistent messaging. A detailed calendar can turn into a great alignment tool for the whole team. It helps answer questions and eliminate ambiguity by ensuring that everyone’s on the same page.
Break Silos, Inside and Outside
When it comes to content consistency, it’s critical to take a look at how your team works together. In order to facilitate cohesive messaging across platforms and media, there needs to be a collaborative effort behind the scenes. This effort should involve not just the marketing and content teams but sales, too, so that they can provide inputs and help to align the messaging.
Breaking silos within the marketing department is a key step to take. When different teams are out of alignment, it’ll show in your messaging, too.
The onus is on leaders to ensure that every team within marketing collaborates to create content that’s in alignment with the high-level messaging strategy. It’s a great idea to collaborate right from the start, including co-creating the strategy itself. This would help make sure that there’s a diversity of thoughts, experience, and perspective, for a well-rounded approach.
Leverage Digital Opportunities
The plethora of digital marketing tools make the job of aligning your messaging easier than before. Use digital communication suites to schedule content, analyze the results, and optimize campaigns – all in one place. Collaboration tools, including group chats and pin-up boards, can ensure that everyone has a clear picture of what’s going on across the marketing department.
Digital tools also allow teams to monitor not just the messages themselves, but audience engagement as well. This will help to iterate and improve your messaging in the long-term.
Making the best effort and sharing the best content might still not be enough to drive prospects to your business if your messaging is inconsistent. We are all working in a world where attention spans are low — competition for eyeballs is intense. Leads don’t have the time or interest to interpret an inconsistent set of messages. You need to make sure that every piece of content and every approach, across all channels, reinforces your key messaging.
Having a clear idea of the message you want to drive and planning in advance is key. Remember that each channel has its own strengths and weaknesses: tailor your key messaging to best fit particular channels to ensure success.
At Flying V Group, we help clients craft and deliver effective and consistent messaging, through marketing campaigns that turn leads into clients. If you’re looking for a reliable partner in your marketing journey, give us a call!
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.