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Importance of Consistency and Marketing Plan on Social Media

Have you ever wondered how some bloggers can appear to be so consistently active on social media? I know I have. But the truth is, it doesn’t happen by chance. It’s because they either have a marketing strategy or a plan that helps them to get their posts out on schedule and more. Thankfully there are ways to ensure your consistency on social media so you can be as active as you want to be.

People often ask me “how can I be consistent with my marketing plan?” Consistency is one of the key factors to getting more followers, leads, and customers through your social media marketing. But how do you become consistent with your marketing plan?

Consistent Voice

To be consistent in the tone used in social media messages, you must first understand who it is that you are speaking to when sending those messages. For example, if you’re speaking to millennials, you wouldn’t use the same vernacular as you would if you were speaking to those in the baby boomer generation. Age, geographical location, gender, interests, aspirations–each of these segment groups of people, and knowing which group you’re speaking to allows you to choose a tone of voice that your audience will understand.

Consistency in the way you communicate online can allow people to recognize your voice in the same way you recognize your friend’s voice when they say “hello” over the phone. Brand recognition is needed to build a loyal audience and following on social media, so be true to your brand. You know who you are, what you do, and why it matters to people. It’s a balancing act. Aim to communicate in a way that stays true to your brand while also resonating with your audience. Keeping your mission, vision, and values in mind when selecting your voice and the content of your posts can help create the balance and consistency needed to market well on social media.

Consistent Content

Don’t be scattered in what you share via social media. Show what you know and share what your audience will find relevant to their lives. The goal is to be relevant and authentic. According to Facebook Blueprint Creative Best Practices, “You need to create content that does one of the following: makes me cry, makes me laugh or surprises/provokes me.” You want to elicit a response from your audience, to naturally draw them in and get them to engage with the content you create and share.

When sharing others’ content on social media, consider the source before retweeting or hitting ‘share’ on Facebook. Your posts should be accurate and ethical in content, meaning you need to make sure the news being shared by you comes from an accurate and ethical source. Double-check that a piece of news is accurate by cross-checking the article or post on other online sources. If other trustworthy sources have confirmed that piece of news to be true, it’s probably safe to share. If your shared content is consistently trustworthy, then, you are too. Think of this extra step in verifying the information as a way to safeguard your brand and reputation.

Consistent Posting

Find a balance when posting content. Make sure that you aren’t posting too much of a certain type of content and not enough of another. For example, posting videos about home maintenance tips twice a day, every day can cause an imbalance with your other posts, like house sales or information about your business that goes out only once a week. Once you find a good balance in the amount you post for different kinds of content, be consistent when sharing that content. Having a posting schedule ensures that consistency in when you post and what you share. Schedule out each day’s posts for each social media channel and make sure that you stick with it.

Post on social media every day. Organic reach, which is the number of people you reach without paying to boost an advertisement or post, can reach only a certain amount of people. Each time you post is another opportunity to reach your audience. Posting each day strategically and consistently maximizes your organic reach.

Consistent Aesthetics

Keep your posts to an appropriate length. Posts that are too long can be burdensome and aesthetically unappealing. The same goes for the use of excessive hashtags in posts. Hashtags are a great way to jump into the conversation surrounding a trending topic but too many can be cluttered and ineffective. A good rule of thumb is for the number of words in your caption to be longer than the number of hashtags used in the same post.

Your profile needs to have visual appeal. People are visual creatures and are naturally attracted to aesthetically appealing visuals. Make sure that your profile follows a theme. Have a color scheme for photos and use the same filter each time when editing pictures on Instagram. This creates consistency and coordination in your images and posts, which has a greater impact on consumers. Southwest Airlines uses these techniques on its social media. Its Instagram, in particular, maximizes its reach by having a cohesive, visually appealing theme that consistently reinforces its brand, which every business should aim to do when using social media to market to consumers.

Benefits of Content Marketing

benefits of using content marketing

1. Your audience will stick around longer.

Great content is an important asset. It can create positive experiences for your potential customers and compel them to come back for more. It’s your ticket to capturing your audience’s attention and continually reinforcing a positive brand impression.

2. You’ll have better traction on social media.

It’s one thing to increase your social media followers across channels, but it’s quite another to create trendy content. If you’re one of those businesses that doesn’t see much traction despite having a huge following, it’s time to use content marketing to your advantage. Quality content can help your business gain traction on social media.

3. Your audience will trust you.

Creating content helps your business build a relationship with your audience. You can answer their questions and interact with customers. When you create value without taking anything in return, your audience is more likely to trust your advice and recommendations.

Ultimately, when your content shows up at the right place and at the right time with the right audience, it’ll improve your brand’s reputation. The more quality content customers see, the more likely they will have a positive association with your company.

4. You’ll generate more and better leads.

Content marketing can also generate leads. When your audience views your content, they’re more likely to purchase from you in the future. Additionally, calls-to-action (CTA) placed directly in your content can generate new leads for your sales team.

So, how can content generate leads?

According to Lindsay Kolowich, the team manager of the HubSpot Academy Acquisition Content Team, “content is a great way to guide users to a landing page. Typically, you create content to provide visitors with useful, free information. You can include CTAs anywhere in your content — inline, bottom-of-post, in the hero, or even on the side panel. The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page.”

5. Original content can improve conversions.

The content you post influences conversions. It helps your audience connect with you and gives them the information needed to make educated purchases.

Even more, if you’re using blog content to bring in traffic, consider using original graphics rather than stock photos, as marketers report the former as least effective in helping them meet their goals. 

Additionally, your content should always include a CTA and guide your reader on what they should do next.

6. Your business will become more visible thanks to SEO.

The more consistent, high-quality content you produce, the better it’ll be for your SEO efforts.

7. Great content can position your company as an authority in your industry.

Creating quality content will also help build your authority online. If your business is established as a credible place to get information, you’re more likely to rank higher in search engines.

Plus, your customers are more inclined to trust you if they view you as an industry expert. Your content should demonstrate your expertise in your field and provide valuable answers to your audience’s questions.

Overall, content marketing is important. But, how can you be successful at it?

One way to tell is to assess the quality of your content. One particularly beneficial assessment of quality is content scoring.

As more businesses increase their content marketing budget, there’s never been a better time to incorporate content scoring metrics into your marketing campaign.

With the help of content scoring, you can measure and improve your content marketing performance and offer great value to your audience.

8. Quality content can build brand awareness.

Sure, anything can build brand awareness, but content marketing can do it uniquely.

Our HubSpot marketing experts have written about something called the Surround Sound strategy.

In a nutshell, this content strategy does more than just rank your blog article on page one. It makes your content (and therefore your brand) appear everywhere your potential customers are looking for your product.

To execute this strategy, write about topics your customers are interested in so they begin to associate your great content with your brand.

9. You’ll cultivate loyal brand fans.

Taking brand awareness a step further, all the people who raved about your content and associated all those great feelings with your brand are very likely to become brand advocates before ever purchasing your product.

10. You’ll save money on your marketing strategy.

Since HubSpot first assessed the cost of content marketing ten years ago, the practice has remained the most cost-effective marketing strategy available.

Upfront costs for content appear steep, and that’s a fair point.

Estimates for blog content range from $150 a post to $3,000 for a freelance writer, but you could go the route of hiring a full-time staff writer to create content for you regularly.

In the long term, when compared to paid advertisements, video marketing, and traditional marketing, content wins the battle with Frank from finance every time.


Social media is both time-consuming and monotonous. For your marketing strategy to be successful on social media, it’s important to maintain consistency and have a plan for the future.

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