With the right tools and a steady flow of content, creating a consistent brand can help your business become recognizable to a growing audience.
What does it mean to be consistent?
Consistency means putting out a steady flow of similarly curated content that keeps you at the top of your audience’s mind. When you think about the companies and people you currently follow on social media – what keeps your interest in them peaked? What has you intrigued by them?
Often times, successful businesses are backed by a great social platform that provides a steady stream of content, pushing them to the forefront of their audience. This consistency creates a continued “reminder” to consumers that you’re here and you have something to offer them.
Less is more and more is less.
While no one wants to be bombarded with multiple posts a day – having a consistent flow of content allows for a greater reach. The more you post, the more of a platform you create which allows more people to see who you are and what you offer. But there’s a catch.
So how often should you be posting? Many industry experts say to aim for one, maximum two, times a day. Once you start filling up feeds with too many posts, most algorithm’s will start to slow down on pushing your content to the top of people’s feeds.
Frequency vs Consistency
If you’ve already done some social media marketing, we’re sure you’ve heard the old adage “only post between 4:59 and 5:01 AM on Wednesday’s when the temperature is between 6 and 12 degrees.” OK, maybe not that intense but it does feel like there are 800 right and wrong ways to nail down those “peak hours.”
Truthfully, consistency is far superior to frequency. The more consistent your posts are, the better. If you make a plan to post once a day, four days a week – your followers will come to expect (and look forward to) those posts. Simply ensuring content is up and available to the public is a far better goal to achieve than working to hit those “hot spots” of online users.
Consistency Creates Your Brand and Elevates Your Presence
When you are consistently putting out curated content that’s reflective of who you are and what you do – you are creating brand recognition.
In reality, you’re probably not the only person doing what you do. So what sets you apart? Allowing consumers to see you’re a real person and not just another sales tactic creates a great sense of trust. When you showcase what makes your business different from the rest, it creates a sense of understanding with your audience. People buy from people they feel they know, can trust, and relate to. Creating that brand recognition identifies your growing audience and caters to potential consumers.
So what kind of content is “good” content?
There are so many different avenues to take when coming up with content to share with your audience. This is where smart positioning is helpful and allows you to know what your consumers want to see and learn how you can ensure they are seeing it. Every great business starts by taking a problem and finding a solution for it. Your content should highlight the who, what, when, where, and how’s of how your company is doing that. Curate content that answers questions like:
- Who are the people behind your company?
- What makes your business different from the rest?
- What do you offer that isn’t just a product or service?
At the very basis, you want your content to be original, insightful, and in line with your company’s offerings. Funny GIF’s about Monday’s, cute puppies wearing your eyewear company’s latest frames, a testimonial your most recent client gave. All of these are solid ideas you can curate content out of! Additionally, there’s no shame in the recycle game. Find out here the best ways to take advantage of re-purposing old content.
The Good, The Bad, and the Downright Ugly.
It’s best to keep invasive sales tactics off social media and instead market your story, your “why.” That doesn’t mean you can’t post sales related topics! Social media is the perfect place to post upcoming sales, store events, or a great new product you are offering. Just play it cool, keep it casual, and ensure posts directly requesting people to spend money with you are kept to a minimum.
Make the Page PG. Stick to posting things that speak to your brand and ensure posts are professional at all times. Overall, it’s best to avoid polarizing topics, obscene language and anything that may come off as lewd or overtly sexual in nature. The old rule of thumb: “if you wouldn’t show it to your grandma, don’t post it!”
You’re already posting frequently. Now what?
If you’re already putting out beautifully curated content that consumers love – keep up the good work! However, there’s a bit more work to do…
Reputation Management and tracking analytics is a great way to not only interact with the audience you’re reaching but also to monitor what content they’re enjoying. Utilizing Insight features such as those on Facebook or Instagram, you can see just how well your posts are doing. This in turn helps you create more well-received content and further draw in the masses.
How can Ello help?
Content management and social media marketing can be daunting. Taking the time to research, curate, and manage insights to ensure you know what to post and when to post it is no easy task. Whether you’re seeking a boost in consistency or just needing some content to post – Ello Marketing + Design Co has your back. Contact us to learn more today!