The Importance of Consistency in Building an Online Presence


While you may have specialty programs, strong carrier relationships, competitive rates, and plenty of experience to offer clients, marketing your services is crucial to sealing the deal. Unfortunately, posting once in a blue moon on social media or writing a great blog post every quarter simply doesn’t cut it.

To win over new clients and ensure that your services stand out, your online marketing efforts must be consistent. Today’s online users face a barrage of daily media, and only by dedicated, regular posting will you be able to stand out from the competition. Consistent branding across all marketing efforts is also crucial in customer retention.

Maintaining an Up-to-Date Website

First and foremost, it’s important to maintain an up-to-date agency website by posting consistently and adhering to consistent branding across all website pages. Routine blog posts will encourage clients to return to your website for information and help with SEO (Search Engine Optimization) results, prioritizing your website in Google searches. You should also set reminders to refresh links, images, and videos so that nothing is broken, ensuring your website is fully functional.

Additionally, consistent branding is necessary for professionalism and customer recognition. All your website pages should match with the correct logos, headers, and footers reflecting your specific offerings. This subtly reinforces your business and will help users recognize your brand on other platforms.

Creating a Reliable Newsletter Schedule

You can move on to your agency newsletter once your website has matching assets and a routine posting schedule. Design a newsletter incorporating your visual brand elements, and stick to a delivery schedule. This way, recipients will anticipate your newsletter and trust your business.

If you have blog posts on your website, you can push these out through your newsletter. You can also send short newsletters featuring social media posts, small business updates, or helpful insurance tips. Newsletters don’t need to be wordy, and you don’t need to send them every week—but maintain a routine so that clients feel a connection to your brand.

Why Consistency Is Crucial on Social Media

Finally, consistency is perhaps most important on social media. Across all social media platforms, it’s easy to disappear in the noise — but regular posts in your brand tone and style will lead to client growth and engagement. Most social platforms allow you to schedule content in advance, so you can easily look at the “bigger picture” when it comes to your online social presence.

Create a content calendar to map out what and when you’ll post. This ensures that your content is appropriately spaced out and organized rather than crammed together in the span of a few days followed by weeks of silence. You should also create a brand voice document with visual guidelines on colors and logos and notes on your tone of voice for captions. This will help form your posts and train audiences to recognize — and interact with — your content.