Coastline Marketing Group Newsletter GraphicMarketing is an ongoing process and many businesses lose sight of this. If all is going well and business is good, why would you market? The real question you have to ask yourself is why would you stop? The moment you stop marketing is the moment you have to worry about not having enough business next week, next month, or next quarter. Consistency is of the utmost importance.

Your Marketing Approach

If you’re like a lot of small to medium-sized businesses, you take the DIY approach to marketing. This means you’re doing all of the work on your own. There’s nothing wrong with this, but you have to be consistent with your marketing. Otherwise, you might not have the business when you need it the most. You might also lose customers to the competition because they’re not hearing from you as often as they used to, which could cause serious problems.

There are all sorts of different marketing tactics you might use, including:

  • Email newsletters
  • Social media posts
  • Direct response ads
  • Flyers
  • Print ads

Can you say that you’re consistently using all of them? You should have some kind of marketing schedule that allows you to know what you’re doing each week. If you don’t have a schedule, you’re probably not as consistent as you think you are with your marketing.

Keeping Your Brand Out There

Branding is what allows people to know who you are, what you have, and why you’re the best person to buy from. If you’re not consistent with your marketing, your brand never truly penetrates the community. People might see your marketing message in January, and then again in February but then not see you again in April or May.

Why is this a problem? People might see you in January and think about how they will want to contact you in a few months. They didn’t write down the name of your company or your website address because they weren’t ready to take action. Now that they are ready to take action, they can’t find you anywhere. They would know your logo if they see it, but you’ve taken a break from your marketing campaigns because you’re busy.

This means you’re saying “no” to new business without even realizing it. Is this really the kind of message you want to send? Of course not.

Building Loyalty

When you stay consistent with your marketing messages, you build loyalty. This is because you’re always communicating – with your current customers as well as new ones. This ensures they remember who you are so they don’t migrate to the competition.

If you fail to send out a newsletter every month, for example, people might assume that you have closed your doors. When this happens, they go and find another company to do business with.

You want to keep your customers with you and ensure they stay engaged. The only way to do this is to be consistent with your marketing. Keep a schedule so that your efforts don’t fall off the grid.