First impressions are important. When it comes to marketing, so are the second, third, fourth, fifth, sixth, seventh… (you get the point)
At Web Marketing Therapy, we remind our clients that when it comes to messaging and experience, consistency is key. It begins with the first impression and follows with all other experiences to help communicate, connect, and convert customers. Whether that messaging be in an Instagram post, an ad, a website visit, video, or blog post, marketing is meaningful and memorable when there is continuity.
Continuity is defined by the Oxford Dictionary as “an unbroken and consistent existence or operation of something over a period of time.” When Web Marketing Therapy diagnoses a business’ marketing needs, our examination process often begins with messaging – looking at how clearly a company communicates who they are, what they do, and whom they serve. This applies to the home page of a website, social media profile descriptions, a website about page and so much more. We often find breaks in continuity that can be easily optimized to help our clients get more out of their marketing efforts.
When we are making clients’ marketing better, our team first analyzes how well messaging voices their value and values. And it’s not just in text, The use of images, photography, colors, text, and fonts is critical and must work cohesively to develop a storyline that is both palatable and memorable.
There is often so much push to get more visibility TO a website via search engine optimization, but not enough attention on getting a visitor THROUGH it. That is where messaging and user experience come into play. More on that in our Is Your Website Outdated? post. It’s so important to critically evaluate the continuity of your messaging, search visibility, social media marketing, and advertising. Our founder, Lorrie Thomas Ross reminds our clients that in relationships, you have to “date first before you get married so when potential clients are experiencing your brand online and offline, there needs to be continuity. Messaging needs to tell ‘em, tell ‘em what you told ‘em, and tell ‘em one more time.”
In order to create a relevant digital identity that connects to your audience and gains their trust, there are three main factors to consider: clear messaging, consistent branding, and continuity in marketing.
Clear Messaging
A simple, straightforward statement, that provides a solution and engages your audience is the ideal clear message. The same message should be thematically distributed throughout your website and across your marketing platforms. Using specific and consistent language will improve search engine optimization, and build the digital value of your brand.
Web Marketing Therapy has worked with companies that have all the right messaging – but misplace those juicy tidbits of information on secondary pages or only on social media. Our team helps clients identify clear messaging and place exciting language front and center, then peppered throughout the rest of their content.
Consistent Branding
The purpose of branding is to elevate the image of your business through strategic color, typography, and design. One of the best ways to develop and maintain consistent branding is to work with an experienced designer to develop a style guide. A well-planned style guide will streamline the design elements of your business to promote a clear visual narrative that compliments your messaging.
Working with a team that takes the time to really understand you, your business, and your objectives is essential to developing your brand’s true digital identity. Implementing your unique design elements across multiple platforms can help your brand develop authenticity and distinguish it from competitors.
Continuity in Marketing
Leveraging your business’ visual narrative and phrasing across all content areas develops brand validity and closes the gaps between platforms. Consumers on Instagram should have the same brand experience as consumers who are on your website. The key is to maintain high-quality, congruent content across each platform to build trust and engage more potential customers.
“The way we reinforce the power of a brand is via content.”
– Lorrie Thomas Ross, CEO, Web Marketing Therapy Inc.
At Web Marketing Therapy, our team works closely with each client to harmonize their unique marketing strategy in order to optimize their credibility, usability, visibility, sellability, and scalability. We show our clients how they can leverage existing website content and identity to maximize brand authenticity and impact without recreating the wheel.
A well-constructed website that tells who you are, what you do, and who you serve, is central to the development of a successful digital identity. Web Marketing Therapy looks at a business holistically and determines how to highlight the distinctive nature of your brand with clear messaging, consistent branding, and continuity throughout your marketing. To do so, we listen, understand, and advise, helping you learn and take ownership of your marketing goals.