One of the most important things to understand about marketing of any kind is that ultimately, your message is everything. It’s more than just language, word choice or tone of voice. It’s the core value that your business was founded on and a key part of the user experience you’re offering to your clients.
If you change that messaging and that user experience from site to site or from collateral to collateral, it WILL put a damper on your marketing results. End of story.
Think about things from the perspective of a client who lands on your Facebook page because they were referred to you. This person, at the moment, has no intention of clicking on a link to your website. Does the message on your Facebook page represent your organization in the same way your larger website does?
Because it should.
The fact of the matter is there’s just so much noise on the internet these days that it’s easy for clients and prospects to get lost. Building trust and a tight relationship with people, by association, becomes harder and harder. To make matters worse, your unique identifiers — those colors, logos and messaging choices you’re making — can make your business get lost in a sea of competitors, blending into the abyss along the way.
You spend hours upon hours of your time being responsive to clients and helping deliver positive financial outcomes. How do you communicate this professionalism online in an era in which people are making their final judgment of you in a fraction of a second?
With consistent branding and messaging, of course.
The Power of Consistent Branding
With consistent branding, your tax and accounting practice can accomplish a few key things, all at the same time:
Without consistent branding, you have exactly none of these things.
We know that advertising agencies are out of the budget for most small- to medium-sized accounting practices. The good news is that there are a few easy ways to keep your branding and messaging consistent across all your channels, such as the following:
As an example, take a look at the work we recently did for a client. Starting with their logo, we then designed the color scheme of their website — from the backgrounds to the icon colors and everything in between.
Once that foundation was created, we then took those same elements across to his social media sites — allowing both channels to feel like they were a part of the same entity, even though they were two totally separate parts of this client’s grand marketing experience.
Essentially, we were able to generate ad agency results without the ad agency expenditure — just because we focused on consistent branding across all marketing funnels.
Changing the messaging and user experience for clients from site to site can put a damper on your marketing results, yes. But the good news is that keeping these things consistent can help in a countless number of ways. They better your message position, your brand and yourself in a meaningful way that clients won’t be able to ignore — in the end, that’s the most important thing of all, and it’s something you can’t afford to overlook.
If you have any questions or would like to learn more about how to ramp up your marketing or improve your online presence, contact us today at 1-800-442-2477 x3 or set up some time to speak with one of our digital marketing experts. We’re here to help!
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