Why consistency, consistency, consistency (and repetition) is key to marketing: Phil Fraser

The guy’s an expert and his posts weren’t being seen.

And it was that post that reminded me of something I was taught long ago in my marketing career; ‘YOU are the only person who sees ALL of your marketing’.

And you have to remember that, because if you don’t, you’ll stray from the path of consistency.

Two weeks ago I launched the Leeds Business Podcast (www.leedsbusinesspodcast.com).

My marketing included PR, LinkedIn, Instagram, Facebook, Twitter, email marketing, direct messaging, third party marketing, WhatsApp and more. But in every marketing message there was consistency.

The same phrases, the same hooks, the same branding, the same calls to action.

So much so that I thought I was going into overkill repeating the same message over and over and over again.

But I wasn’t; only a fraction of the target audience saw multiple messages. Again I was the only person exposed to every message.

Take for example the PR.

The launch of the podcast was covered in these very pages, two weeks ago. Same media. Same audience. Same result? I don’t think so.

The same paper, the same section, the same reader (you!) but did you see the story?

Maybe, maybe not.

As another example, of my opted in subscribers in my email list (that’s people who have proactively asked to be told news about the podcast), only open around 40 per cent of the email that goes to them - and they asked for it! A total of 60 per cent didn’t open.

Despite consistent daily marketing on social media (and yes I’m aware of the vagaries of ‘the algorithm’) contacts of mine have told me they may have seen only one post in the last couple of weeks.

In marketing, it’s always about getting the right message to the right people at the right time.

But just because you’ve broadcast that message via whichever marketing methods you’ve chosen it doesn’t mean it’s been received.

We are exposed to thousands of pieces of marketing per day.

We don’t register most of them.

Because of this, consistency of message is the key. You have to keep telling the same message, selling the same benefits, highlighting the same features because your audience may not have seen yesterday’s, last week’s, last month’s, last quarter’s or even last year’s message.

So next time you think of saying to your marketing team, ‘Oh, god, not the same stuff again….’ stop yourself, and think ‘Great, we’re being consistent with our marketing and reinforcing our messaging again’.

And remember you’re the only one that’s seen 100 per cent of your marketing.

Phil Fraser is an entrepreneur and business coach behind the The Business Sounding Board. www.philfraser.co.uk