Marketing Start Here
Have you ever looked at someone’s marketing, and the website doesn’t match the social media, or they are saying 2 different things? It's confusing, and it doesn’t help build confidence in the business.
When you’re looking at how to create fully integrated marketing, you can sum this up with the four C’s. Consistency, coherence, complimentary, and continuity. Each has its place in helping you make sure your marketing looks, feels, and sounds “together”.
We’re going to use an example of an end client ‘Joe’ who is interacting with your business on Instagram and also on your email database to demonstrate how the four C’s work.
The Four C’s
1. Consistency
You need to pick your primary message and continually reinforce it.
One of the easiest ways to ensure you’re doing this know your brand and what your regular messaging, design, and calls to action are. This is key to your end client getting to know who you are and keeping you front of mind.
Take Joe:
If you have a consistent brand design, Joe will eventually know that it is an Instagram post by you before he even realizes that it’s specifically you that has posted it. He will begin to recognize you in the marketplace. For example, if you go into the grocery store and look at the cleaning and washing detergent isles, you will notice that Ecostore has black and white packaging. Intentional – you bet. If you can easily identify them in a sea of packaging because they consistently choose black and white.
2. Coherence
Your messaging needs to meaningfully connect across every medium you’re using.
It’s vital that your messaging makes sense no matter how your clients are accessing it.
Take Joe:
Joe is interacting with you on Instagram and also receiving your email newsletter, you need to make sure that he is receiving the same message through each channel and that you’re not confusing him. For example, you choose to do a competition to drive sign-ups to your database. You have a landing page you send people to enter and win. On Instagram, you say that they can Win a $100 voucher, and on Facebook, you say they can win a $1000 voucher… confusing right. You bet. To avoid this, make sure you write a campaign plan. If you need help with this you can always book an appointment with us.
3. Complementary
Your messaging through one channel should enhance your messaging through another channel. If you get this right, you have a strong message!
Take Joe:
Joe saw your Instagram post advertising your long weekend sale. Joe then received your email newsletter with an additional 10% off coupon for newsletter subscribers in the long weekend sale. These channels have complimented each other and solidified in Joe’s mind that he should make a purchase in your long weekend sale.
4. Continuity
Your messaging should be connected through time.
You will confuse your end client if you are constantly jumping from one message to the next. Your content doesn’t need to repeat from one medium to the next, but it should always build on your messaging.
Take Joe:
If you’re selling food products and posting delicious food pictures on Instagram that Joe is seeing, then in your email newsletter you’re talking about a long weekend sale for Umbrellas, your messages are not connected.
By using the 4 C’s of marketing as the cornerstone for your marketing strategy, you can ensure that your messaging is strong. The upside of this is that all channels are working together to convert followers into clients. When your messaging is strong, people start paying attention to what it is you have to say. If you need help writing or creating innovative campaigns, book a one-on-one with us today. We offer 30 min free sessions.