What Strategies Ensure Consistent Messaging Across Channels?
Martech Interviews
What Strategies Ensure Consistent Messaging Across Channels?
To help you maintain consistent marketing messages across various channels, we asked marketing specialists and brand managers for their best strategies. From using a PIM solution to centralizing your content calendar, here are the top four strategies these experts shared.
- Use a PIM Solution
- Develop Comprehensive Brand Guidelines
- Implement Channel Tailoring
- Centralize Your Content Calendar
Use a PIM Solution
Maintaining consistency of information across a multitude of channels is key for building consumer trust and brand integrity. Our clients are companies that have portfolios of hundreds or thousands of products. Their challenge when it comes to omni-channel marketing is bringing consistency across multiple channels. If product information is being managed through manual data entry and scattered across countless versions of spreadsheets, the process of maintaining an omni-channel marketing strategy can be daunting. By using a Product Information Management (PIM) solution, you can ensure uniformity in product descriptions, specifications, and imagery across all your marketing channels. Whether it’s print catalogs, e-commerce websites, social media, or mobile apps, you can rest assured that your product information remains accurate and up-to-date at all times.
Develop Comprehensive Brand Guidelines
My organization is currently navigating a re-brand, and developing a set of solid guidelines for both the visual and written parts of the brand is integral to launching a successful brand and maintaining consistent messaging across channels for years to come.
As the customer journey becomes more disconnected, brands must prioritize consistent messaging across every channel—from email to social to paid and search.
To create a brand guide that works for your business, you need to include everything from logos to typefaces to specific post language for different social media platforms.
Answer questions like, "How does my business talk about a specific service?" and "How does my business respond to negative reviews?" to make it easy to adapt your brand to any situation.
With a comprehensive brand guide, your business will never have to worry about a new employee not understanding the nuance of your brand, and consistent messaging practically writes itself.
Implement Channel Tailoring
As a tech CEO, I prioritize marketing consistency through a strategy we fondly call 'Channel Tailoring.' It's the practice of creating core messages and then expertly tweaking them to suit different channels. For instance, a LinkedIn post may require a more professional tone, while a tweet would be more casual and concise. It's like dressing the same person in different outfits for different occasions. In this way, regardless of the channel, our brand identity and values remain intact, creating a harmonious, consistent representation of our brand. It's been a game-changer for us.
Centralize Your Content Calendar
We make sure we have a centralized content calendar. By having one source for all our marketing activities, we can make sure they are all aligned. To do that, we have our team plan out our content, whether it's social media, emails, blogs, or adverts. And we do that in one big calendar, making a note of the key theme or core message we want to convey across all platforms. For example, if we’re running a campaign about a new service we’re launching, we’ll outline the key points of the service, include any visuals we’re considering using, and then make sure that message—and those images—are used in every campaign we create. One of the best things about doing it this way is that not only do we then have consistency in our marketing, but we also have great content that resonates with our audience and sticks to our branding (building trust).
