Actions Speak Louder Than Words
We have all muttered those words before. It usually has to do with a personal experience with a friend, foe, lover, family member or whatever, but it’s relatable to marketing as well. Have you ever had someone tell you they would do something and then they do something else? That’s called inconsistency. And when all is said and done, it is the action that we tend to remember, not what we were told what was going to happen. So why don’t brands remember this in marketing? Sure, words themselves are very powerful when marketing your brand [insert slogan here,] but if there is no consistency, then what is the point? When your actions don’t match up, the words are meaningless.
Small Businesses and Marketing
I see this problem a lot with small businesses, especially those that don’t have a real marketing team. A lot of times, marketing gets pushed to the side when budgets are tight and small business owners tend to think that they can handle it themselves. Au contraire! What happens is about 10 people get their paws on an idea, logo, marketing piece, website, et cetera and it turns into a hodge podge of ideas. Marketing by Committee leads to inconsistency and a message that leaves the customer confused. Are you promising something that you cannot follow through on? Or something that your employees cannot live up to? Do you promise to deliver on a certain timeline but are always late? You better shake those habits.
Not only is consistency important in the message, but in the look. Lately I’ve been seeing TV ads for a law firm that were clearly made in the early nineties. When I see the ads I always wonder who would hire this firm: if their ads are so old and outdated, then they must practice law the same way. Similarly, have you ever come across an advertisement, been intrigued, and then gone to the website only to wonder if you were on the right site? Great ads with no follow through will lead to zero conversions. Instead, why not create a targeted landing page that hammers home your message? It is said that the average person sees 3,000 ads per day, so clearly it is important to send the same message over and over again so that it sinks into the viewer’s head. I have come across so many people that don’t see the power in this. Whether you are marketing to the masses or a specific niche/industry, those that are interested in your product will see your message if you are consistent.
What To Do?
Building a marketing team or hiring even one dedicated person is really the best way to make sure your message is clear, concise and consistent. If budgets are tight or you don’t need a full time marketer, then contract the work out to a professional as a low-cost, high-return alternative. There are many aspects of marketing (design, pr, writing, etc.) and if just one aspect is neglected then it can screw up the whole plan. Contractors, consultants or full-time marketers will have the right tools to make sure every marketing piece, website or advertisement will look professional and not homemade.
If hiring a new employee, consultant, or contractor isn’t an option, remember to at least keep your message consistent (can I say consistent one more time?) and keep in mind, what worked for you 10 years ago isn’t going to work today. The rules and trends in marketing are ever changing. This advice seems simple, but like I said, so many small businesses end up with a muddled message because they pull information from many different places. By keeping all aspects of your marketing plan consistent you’ll have a better chance of establishing your brand in the marketplace.
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Editor’s Note aka shameless self promotion: I’m sure many small business owners reading this article are in no position to hire a full-time/salaried/benefited employee, let alone build a multi-faceted marketing team. I’d like to offer you an alternative. The creative minds behind The Daily Anchor are also available as niche-specific Consultants covering Online Marketing, Sales, and Print & Online Advertising, and we’d love to talk to you. Throw out your preconceptions about consultants, contractors, and their bloated rates and archaic methods. We’re a new crew with a new way of doing business. Say hi: andrew@thedailyanchor.com
Regards,
Andrew S. Lennon
Editor-in-Chief | The Daily Anchor
Online Marketing Consultant | SEO, SEM, Web Development & Design, Social Media
{ 1 comment… read it below or add one }
Ella—a wonderful and insightful article.