Why consistent marketing is so crucial to your brand’s success

In a tough market, strategic marketing is one of the most important things a business can do. At Yellow Door we see daily how marketing supports businesses through challenging times; and in many cases help them thrive. We often have to explain to our clients that marketing is a long game. You need a 3-6 month plan to start to see actual results beyond a few quick wins.

Here are a few reasons why a well thought out marketing plan is crucial to your business.

  1. Social media is a key communication channel:

Before purchasing a product, consumers need to have a solid understanding of the benefits and uses of a product. This means that they need to see a history of consistent messaging, the last few posts on a Facebook or Instagram page are what users will judge your brand on before following it.

Social media is an effective way to inform and educate your customers about the products, or services which you are offering them, while creating brand awareness – so use it wisely.

  1. Marketing helps build and sustain a relationship between your brand and its customers:

Through consistent and strategic communication, marketing helps to build credibility, a sense of trust and keeps your brand relevant. At Yellow Door, we aim to develop long term relationships with our clients’ audiences, as loyal customers have more confidence to purchase products. We do this through different types of media: Paid, Earned, Shared & Owned (PESO). This is not a new idea but in 2014, Gini Dietrich coined this phrase in her book ‘Spin Suck’s, by adding Shared media to the already established list of marketing channels.

The idea behind PESO is that there are many different ways of communicating the same message and that your brand reputation/ image is at the centre of all of this. You can decide whether you own the message or whether your customers dictate it.

Using social media platforms strategically is one of the best ways to engage with your customers, strengthen the client relationship and provide relevant content about your products and business. Marketing is a tool to keep the conversation going ‘outside of the store’ and keeps your brand top of mind.

  1. Marketing your product supports sales growth:

While you may have an excellent product, poor branding can make your product irrelevant in the market.

It’s not the best product that wins but the best-known one that wins,” says Jaiden Vu, Founder and CEO of Vantura Cosmetics, a highly successful e-commerce business.

The goal of any business is to generate sales and profit. While your existing customers are definitely a priority, marketing efforts can help you expand your client base, through new customer engagement, supporting the growth of your business.

In order to do this, a consistent and ongoing brand awareness campaign is important alongside a sales strategy.

  1. Continuity in marketing is key:

As mentioned at the beginning of this article, you need to play a long game when it comes to marketing. Trying to rush a campaign through around big holidays and paydays isn’t going to bring longevity in your audience and essentially you’re setting yourself up for once-off buyers.

Create content weekly throughout the year, which accompanies your bigger campaigns along with consistent advertising spend on social media and Google to ensure that customers keep coming back.

At Yellow Door we offer solutions to support all aspects of marketing and our aim is to be your strategic marketing partner. If you are interested in how we can contribute to your business, have a look at our retainer packages.

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