Why Consistency Trumps Quality in Marketing
Picture this: You're scrolling through your social media feed. You see your competitor's ad—Slick visuals. Buttery smooth transitions. Eye-popping captions and graphics. Hollywood-level video production value.
You think, "I need to create something just like that!"
But let's be real for second — do you?
You don't.
And here's why: your goal isn’t to win an Oscar for best short film; it’s to grow your business.
The Sirens Call Of High Production Value
High-quality, polished promo videos give you a great WOW factor. There's no denying that. When people see those dazzling videos, they think, "This business must be the real deal!" But this isn't a movie premiere; it's your business marketing.
But After the WOW Factor, What?
Let's get down to the nitty-gritty. You blow a chunk of your annual marketing budget on that one fabulous video. What next? Even if that video gets initial attention, it's rare for a single piece of content viewed once to convert new clients or customers. Marketing is not a one-and-done deal; it's an ongoing effort.
The Power of Consistency
Here's where the magic word comes in: consistency.
Your target audience needs to see your message multiple times before they take action. It's not me saying this.
The marketing rule of seven states; a prospect needs to see your brand message at least seven times before they consider doing business.
Demand Metric, reports - Consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation.
If you've spent your entire budget on one or two big content pieces, how are you going to maintain that level of touch points?
Multiple Angles of Marketing
A well-rounded marketing strategy requires multiple angles—social media, email marketing, blogs, SEO, and yes, videos too.
But instead of making one killer video, consider breaking down that budget for a series of videos, blog posts, or email campaigns. This way, you're not putting all your eggs in one basket.
A Realistic Approach for Small Businesses, Solopreneurs, Real Estate Professionals
If you're a small business, a solopreneur, or anyone working on a tight budget, the last thing you want is to blow it all on a single, extravagant piece of content.
You want to maximize your resources for long-term, sustainable growth.
Consistency in messaging and frequent, regular engagement with your target audience are keys to this.
DIY vs Outsourcing
If your budget is tight, you can't afford to hire a professional for every piece of content you produce. But you don't have to. With the plethora of free and affordable tools available today, creating decent, consistent content has never been easier.
For certain crucial pieces, you can still opt for professional help.
With the overall marketing and content strategy, you can still opt for professional help.
Even with smartphones shooting in 4K, if you want script, production and direction guidance, you can still opt for professional help.
The point is, maintaining a balance between quality and quantity will give you a better ROI in the long run.
Practical Steps Moving Forward
Audit Your Budget: Know exactly how much you can afford to spend on marketing.
Plan a Strategy: Don't just wing it. Develop a strategy that includes multiple channels and types of content.
Quality Vs. Quantity: Aim for a balance. Not every piece of content needs to be a masterpiece, but each one should provide value.
Measure and Adjust: Track the performance of your content. If something isn't working, don't be afraid to adjust your strategy.
Final Thoughts
Look, you're not a Hollywood production house; you're a businessperson looking to grow your business. And I'm not telling you to produce sub-par content. I’m saying consistent, good-enough content beats occasional, high-quality content in the world of business marketing. It's not about creating a single wow moment; it's about building a relationship with your audience over time.
Your goal is to keep your audience engaged long enough to convert them into customers. Consistency allows you to stay in the minds of your potential clients. Each touchpoint is an opportunity to reiterate your brand message, to show your expertise, and to make that sale. It's not as sexy as a high-end promo video, but it’s way more effective. Trust me; your budget and your bottom line will thank you.
Here’s 4 things you can do right now:
1. LEADS (GET TO 6 FIGURES): PROGRAMS & COURSES
2. LEVEL UP (GET 6 FIGURES+ ): COACHING
3. LEVEL UP ACCELERATOR: ONE DAY DEEP DIVE
4. LEVERAGE (TIME BACK FOR 6+, 7 FIGURES): LET DARIN DO IT