Why Consistency Is The Key To Your Marketing Strategy

“Quality is more important than quantity.”

This is the benchmark of almost every creative art course or content marketing agency. How can anyone deny it? Long before you plan to venture into marketing, people are already trying to keep up with the non-branded content. The overstuffed Netflix queues are proof of it.

To just sort the “good” from the “must-watch” can seem as tedious and emotionally draining as watching a period drama. With brands eager to push add content to convert unwary viewers into customers, it is sure to kick in exhaustion.

With more than a million ad agencies operating across the globe, lack of content is never going to be a problem. In the overcrowded creative market, just being good is not enough.

The quantity has challenged quality, which is indicative of the need to discover new strategies to elevate your business.

Maintain Consistency

By 2022, video is approximated to comprise about 82% of online consumer traffic. It is indicative of the importance of maintaining a good video marketing strategy for all companies and brands seeking to create a lasting impression on leads and customers. While umpteen options are available for your video’s SEO or brand loyalty-building using video content marketing, one sure short concept to make an impact is Consistency.

The “Rule of Seven” covers the value of consistency which argues that before taking any action, the average prospective customer needs to notice something at least seven times.

Consistent posting enhances the rule of seven and keeps the image of your company fresh among potential customers.

Brands that are consistent in posting content and maintain their voices consistently are considered of 20 percent greater value than their unorganized peers. Posting fresh and consistent content, your brand attains and retains its place in the minds and hearts of audiences across the globe. This way you’re able to build an anticipatory sense for every new content, continuously drawing in the audience and giving the impression of brand stability.

For many brands, posting consistent and fresh content can seem to be a whole lot of work than just posting anything any time comfortable. This should not be the case. With a small amount of planning and research, a consistent posting strategy is easier to figure out.

Study the Figures

Ahead of launching your new and consistent video content strategy, you need to research and analyze and formulate a detailed strategy. It might seem to be the obvious first step but data show that only less than 40% of B2B organizations prepare a documented strategy beforehand regarding the creation and distribution of their content. This indicates that just formulating a detailed strategy in advance will give your brand an added advantage as compared to your competitors.

The question of “Consistency” arises once you start documenting the strategy. It is important to decide the frequency of posts to maintain consistency which can only be done if you’re well versed with the statistics. Once you attain a good understanding of the data, only then you’ll be able to draw up a strategy for your specific requirements and capabilities.

Different distribution platforms have a different set of metrics and parameters take into account. Having a general-purpose approach will prove to be less effective as compared to the strategies specially tailored for different platforms. For some platforms, there is a very thin space for the “Habitable Zone” between too much and just not enough, where marketing can be utilized to its full potential.

Taking Facebook as an example, it is advisable to post not less than thrice a week. The frequency of posting depends on the brand’s following as well—a 50 percent drop in engagement for every post might be observed if the posting is done too often (more than once per day). Where Twitter supports an average of 15 posts per day for optimized successful results, LinkedIn and Instagram benefit from a single good post per day. Any more or less than this can pose the threat of overwhelming your audience.

Once you’re decided on the no. of daily posts, you need to decide when the post is to be done. The time of the days is almost as important as the frequency, if not more. It helps you reach your target audience easily. But remembering the best times for different platforms seems impossible. Fortunately, Sprout Social has put up the ideal posting schedule on various platforms. Find some of their infographics below:

Take a mental note of these figures while planning when to post where. Once you have the final product in hand, you can formulate a clear strategy for the creation/distribution of your video content. And lose out on the fact that consistency matters more than frequency. This means you have to figure out the most appropriate strategy for you and then stick to it for as long as possible. It’s better to have a tryst with your goal with less but constant posts than to flood posts one week and forget the next.

Mark the Calendar

Undoubtedly Calendar is the most crucial tool for video content marketing. As challenging it is to create a good piece of content, equally challenging is to find the perfect time and space for the content to put. Most of the brands fail to adhere to their plan and fall apart as a result. It requires a lot of mental capacity to remember every tiny detail about what to post when and where.

Thankfully, a properly thought and planned editorial calendar comes to the rescue here. With proper long-term scheduling and team efforts, the results will speak for you. You can consider using any of the top-rated calendar tools available online to keep track of your posting schedule.

Nevertheless, schedule posting is not all. Upon consistent posting, you need to track if the current schedule is working for you and giving the desired results. Corrective measures need to be employed if you find that certain content is not efficient in generating the expected engagement at a given time or on a given platform. Consistent posting will also fail to give the desired outcome if you are doing it wrong. Think of it as putting the right efforts in the wrong direction which will result only in exhaustion.

Keep on Course

Consistency is much more than just a marketing catchphrase. It is a promise you make to your existing as well as potential customers that your brand is aware and considerate of what you’re putting across to them. It is a confident way to establish and maintain an effective market presence. So, dive into this ocean of endless possibilities of putting video content to the best of use for your brand.