Branding, web development and social media management all play a role in how people view your company in the physical and digital realms. Keeping a consistent “voice” and “image” across every aspect of your digital and traditional marketing creates a cohesive and familiar experience for your audience and clients.
At times upsetting that familiarity is a good thing, but it is important to remember that first impressions can happen anywhere a customer finds your company, even online.
Build to Break the Boring
Breaking from pattern can be a good thing. Stepping off the beaten path can simply be climbing out of the rut. Changes to marketing strategy and brand evolutions are designed to be a relief to the familiar. For example, an old advertising campaign can be revamped to springboard a new logo or slogan. Do not be afraid to build off of what is familiar to your customers to keep them engaged.
Keep It Active
Because not everyone is going to get a notification when you make a post or upload a picture, it is important to stay active on social media. Prepare, plan, post and repeat as needed without crowding the feed or dashboard. Bombarding your clients is just as bad, or worse, than updating irregularly.
When posting, make sure to play to the advantages of each platform. Different social media companies have grown because each of them have different aspects that make them useful in reaching your demographic.
Cohesive Does Not Mean Complacent
Having your old logo on your website and your new logo on your Facebook page is not a good idea. The same can be said for the kind of content you are creating or the “image” you are trying to present. Continuing to be active in maintaining your image online and across social media is a good way to engage new and existing customers.
Bring It Back
Nostalgia is a powerful tool. If you have an old campaign that is a favorite of your customer base (think Christmas commercial re-runs) do not be afraid to use it in a new way on social media and in the digital space.
Change and consistency do not have to work against each other. The most effective way to stay consistent across platforms is to be mindful of and purposeful with the content you are creating.