Episode 292: Consistency in Marketing
Rob Cairns talks about why consistency in Digital Marketing matters.
- Why Consistency matters.
- What big brands do.
- My thoughts on the social media algorithms.
Hey everybody, Rob here again in today’s podcast. I really wanted to talk about consistency in market marketing and I wanted to use an example I had recently with the client as a teaching example.
So in this case we’re promoting an item and I don’t want to say which because I don’t really want to call the client out. And they did a Canadian launch and they promoted for a month before Christmas. And then their comment was they weren’t getting enough traction, so they were going to stop. And we weren’t going to do anything digitally and on social media until probably February. Which was their US launch? Of the product. My advice to them at the time was this is a big mistake. And there’s a couple of reasons why.
First of all, marketing is A1, not a one month exercise. It’s a long term gain, so if you’re going to get into digital marketing and spend your money there, you should be in it for the long term, not to short term, not to quick viral fix. That doesn’t happen very often. That’s the first problem.
The second problem is the way social media algorithms work. So this particular client was promoting on Twitter and Twitter rewards consistency. In a big way. And actually, if you stop putting out tweets, it actually hurts your consistency and hurts your visibility. So when this particular client decides to start back up in February. It will be actually worse off than if they had never started before, which is an interesting problem to say the least. So that’s an issue as well.
And frankly, at the end of the day. That’s not a good thing. What we need to get past these clients is the number of videos that go viral on TikTok or on YouTube or on Facebook are far and few between. Most marketing is rewarded by longevity and being out there all the time. Look at traditional marketing companies. Look at companies like Coca-Cola, Kellogg’s Pepsi, General Motors, Ford. There’s a reason why they do consistent all the time marketing. We all know in the marketing. World that takes 5 to 15 touches to get somebody to even notice you. Let alone buy your product and the higher the price of the product, the more trust has to be built.
Before somebody buys and that is an. Issue as well. So what I would suggest to anybody who’s thinking about stopping, starting like that, the better approach in this case would have been to continue the market in January. Money aside. And frankly, as I say, marketing is a long term game that’s rewarded by consistency. So think about this in your future marketing endeavors.
Rob Cairns, CEO, founder and chief, creator of amazing ideas of stunning digital marketing, have a great day. Bye bye for now.