Consistency is a superpower
For your audience to recognise your business, engage with you, build a relationship, and ultimately buy from you, then consistency is a superpower for your marketing, according to Chris Ashton, director at Time54.
The construction and interiors sectors are crowded markets: every day, there are lots of marketing messages out there fighting for attention, whether it’s over social media, press releases in a magazine or email shot.
Building product manufacturers are promoting new product ranges to architects to help their projects comply with UK Building Regulations. Sub-contractors are endorsing their services to facilitate an easier and more effective specification process for contractors.
Is your target audience going to buy from you from one or two social media posts, or an email shot every now and again?
Highly unlikely.
Consistently working towards your marketing goals and consistently spreading your message in the marketplace builds trust in your audience.
Construction is currently on a high, and professionals are busy. They don’t always remember to do things in a timely manner, even when it’s of benefit to them.
With that in mind, presenting your company’s message or sales promotion every now and again just won’t cut it.
Trust is the major barrier to a sale. The only way to build trust is by being consistent with how often you communicate with your audience, while also making sure your message (eg, tone, language, benefits) is consistent too.
By being consistent with your marketing goals and communications, you’re telling your audience and prospective clients that you are reliable and crystal clear in how you can benefit your audience. This builds trust for your business, and ultimately will increase your sales.
Some of the most successful businesses that get their products or services specified are relentlessly consistent.
If your brand is well known among architects, contractors, engineers and other specification professionals, you have more of a chance of being specified.
Purchasing is done with emotions and justified with logic. Let’s say you manufacture balustrade handrails and an architect has the choice between your product and your competitor’s. If both yours and your competitor’s products are essentially the same aesthetically and technically, how will the architect choose between the two products?
They will generally choose the brand they have a relationship with. But if they don’t have a direct relationship they will opt for the brand they have more trust with.
This could be they have read the brand’s thought leadership articles; they have seen and engaged with their social media posts; they have read email shots from them; and they have found the brand high up in a Google search.
All of these elements combine to build trust.
In summary, ‘doing’ social media for two or three months isn’t ‘doing’ social media. Build consistency and routine into your marketing habits to bring about the best results. And think about the long term.
And it is important to be consistent with your message. It needs to feel like your audience recognises your business’s personality to help build that relationship.
Bad marketing is product-focused or self-focused. Good marketing is customer focused and problem-solving focused. So don’t just list your product’s features, tell your audience how they will benefit from using it.
Don’t be disheartened when you’ve been carrying out your marketing for a few months and you feel you’re not getting any results. It takes time to build trust with your marketing communications, and the benefits of being consistent will compound over time.
If you are interested in how we can help your business grow with consistent marketing, get in touch to organise a Power Hour zoom meeting.
This is a one-hour zoom meeting where we listen to your plans and ambitions to understand your products, services and route to market. It is aimed at directors, marketing managers and business owners within the building, construction and interior industries who are looking to raise awareness of their business, generate leads and improve sales.