Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

178 | Macro and Micro Consistency Within Your Marketing Strategy

• Jenzaia • Episode 178

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Consistency is the backbone of a successful marketing strategy. Learn how to master both macro and micro consistency to elevate your brand’s presence and engagement. 

In this episode, I share...
✨  essential insights on maintaining a reliable marketing plan
✨  the importance of quality over frequency
✨ the components of macro consistency and micro consistency

Understand what consistency looks like for different aspects of your marketing plan, whether through community building, email marketing, or long-form content such as blogs, podcasts, or videos will ensure your efforts are both impactful and sustainable. 

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Speaker 1:

Welcome to Market Scale Grow. I'm your host, inze, and this is a Saturday strategy session. Hello, welcome, super excited to be here. You know that I'm always excited to be here. This is my first podcast episode that I'm recording in our new house. We moved in about 10 days ago and I am in our closet.

Speaker 1:

I used to record my podcast way, way, way back when I first started. I used to record in our closet and then I started making this like blanket pillow fort on our bed and I really like that, and then eventually, somewhere along the way, the pillow fort fell away and I would just record on the bed. But our new house we don't have any furniture. We are ripping out the carpets, but apparently the amount of carpet we need is going to take some time to come in, and so right now we're kind of in this like holding pattern Our furniture is just sitting in our garage and our mattress is on our floor and we have nothing else in the bedroom. So all of our clothes are in the closet. So there is a bit of that like soundproofing and stuff. But all of our rooms, like the children's room and my husband and I our room, are just so echoey right now. So I decided I was going to return to my roots and do a closet episode. So here we go.

Speaker 1:

Today we're going to be talking about micro and macro consistency and basically, just like what is the importance of consistency, why we're talking about it, and then, what is macro consistency, what is micro consistency, why do they both matter, and ways that you can bring some more of that into your marketing. So, first of all, consistency in this case is with your marketing strategy. So having a consistent plan, having messaging that is consistent, but also showing up on a regular, consistent basis. I've always, always said that it is more important to be consistent with quality content than to have a high frequency, and so if you can reasonably put out one piece of quality content a month and you're consistent in the quality of it and in that timing, then that's what you should be doing. If you can consistently put out high quality content more frequently, then that is better, but your consistently high quality is going to come before consistently frequently, if that makes sense. There are, in my mind, the two different types of consistency. We have our big picture macro consistency and what that has to do with is putting out regular content, and then the micro consistency is in the small details and that is in the messaging. So, macro consistency, big picture how do we create consistency?

Speaker 1:

The first part is knowing what consistency looks like for you. What are the different pieces or branches of your marketing plan. Pieces or branches of your marketing plan. One of my first mentors used a tree as her visual for the marketing plan, and I love that, because you have like the trunk, which is the solid main part, and then there's the big branches that break off and then each of those big branches will have smaller branches right, and there's all these different layers and pieces to the different parts of your marketing strategy. And so what are those big branches like the main branches of your marketing strategy? I like to look at it as a braid as well, and so for me, the different main components of a marketing strategy are going to be your community building, that's usually your social media, your email marketing, which is your emails, and then your long form content, and so that is probably going to be a blog or a podcast or video content. So you want to.

Speaker 1:

The macro consistency piece is looking at those three things your community building, email marketing and content marketing and figuring out what consistency is going to look like for you? How frequently are you going to be emailing? My recommendation is ideally once a week, ideally once a week. If that's not possible, then every other week or once a month are also really great options For your content marketing. How often are you going to be putting out content? Similarly, my recommendation is once a week. That's how often this podcast goes out, but if we can't make that happen, then every other week or monthly. If you are emailing every single week and you're putting out content every single week, great. If you are doing either other every other week or once a month, my recommendation would be for you to alternate between the podcast long form content and your emails so that, like, let's just say it's once a month. So week A you publish your long form content, week B, you skip. Week C, you email, week D you skip, and then you just repeat. So every other week you are going to be putting something out, but only once a month. Is that specific thing, right? So you have one podcast a month or one blog post a month and then two weeks later you have an email and then, two weeks later, your long form content, so that you're still spreading things out throughout the month and it isn't getting like clogged up and your audience can kind of expect things at a at a pace. And that's also another piece of the puzzle is that you want your audience to know when to expect you to be emailing, when to expect you to be putting out that long form content. Right, they come to expect something and if you can provide that consistency, then they will be able to rely on you.

Speaker 1:

There is a pretty big influencer that I found a couple of years ago and I have purchased a couple of her courses and I really, really like her content and she's great at teaching and she's a great mentor, but she is very, very inconsistent and I've really struggled, like I don't actually even follow her anymore because of her lack of consistency. And I totally understand. If you've been following me, you know that I'm not currently emailing and I used to email every single week For the past. I want to say like three or four months I haven't sent out a single email. I had a bit of a break in my podcast, right. Like I totally understand that things happen.

Speaker 1:

I did get frustrated, though, by the disappearing act. When it happened the second time, I was like okay, that this is weird, like this isn't the first time. You know, you get used to listening to somebody's content and interacting with them and then they kind of ghost and you're like, okay, well, what happened? And then she reappeared and then she ghosted again. And then she reappeared and she ghosted again. In these two or three years that I've been following her, she's probably ghosted at least five or six times and for me that was just like too much.

Speaker 1:

I wanted someone who could be consistently relied upon and who was going to be there, because I have no idea what the back end of her higher level programs, which I was looking to get into. I filled out the application and just never sent it in probably three times, and I'm noticing she's ghosting on the front end. I'm very curious of, like, what happens in the back end. Maybe that's where all of her attention goes when other things are happening. I'm not really sure, but again, it was just not for me. So I just want to put that in your mind as well. If you can be consistent and showing up consistently, that allows your audience to really trust you, rely on you and to build that relationship.

Speaker 1:

Okay, consistency type number two is micro consistency. And the way you're going to create micro consistency is having a messaging plan. Microconsistency is having a messaging plan. So this is going to involve you sitting down and really thinking about what your values are and coming up with a brand statement or a brand message, depending on like I know that there's different ways that people like to write it out but just knowing what those values are for you so that when you're speaking to your audience, whether you're creating that podcast or you're writing an email or it's a social media post that you have consistent messaging that you're using again and again, and again and I know it sounds like repeat and that you're saying the same again and again. And I know it sounds like repeat and that you're saying the same thing over and over again and I'm sure I sound like I'm repeating myself, because this isn't like my idea, right? This is just pretty standard marketing advice to continue repeating yourself. Continue saying the quote, unquote same thing again and again and again, because it takes people multiple times to hear it.

Speaker 1:

But you want consistency in what they are hearing, so you want to talk about the same things, just differently, right? That's the other thing. You don't want to be that person who just re-records the exact same blog post or re-records the exact same podcast every other week and has, like a quote unquote, different spin, but really it's exactly the same thing. No, you do need to have enough variety in the things that you're talking about so that there is good value, so that there is good value, quality content coming out every single week, but you want there to be consistency. So, while, yes, every time I talk about something and every time I create content about something, there is a change and I've learned something new and I've grown and I want to share it in a different way, absolutely, there still is consistency between what you're saying.

Speaker 1:

So a great example of that marketing braid that I talked about earlier, where I talked about the three different pillars there's the email marketing, content marketing and social community building. I've talked about those in many, many podcasts. If you go back to episode 44, it's one of my most listened to episodes that's where I first explained the holistic marketing strategy for the very first time and ever since then I've just, you know, talked about it again and again and again, because it is one of my pillars. And having that consistency from week to week and content piece to content piece also helps to build that trust and build those relationships and make sure that people can trust you and value you. So if I didn't make it clear enough why this is important and why both macro and micro consistency is important and why they both matter, it's so that you can build those relationships.

Speaker 1:

You've definitely heard of well, maybe not definitely, but you've likely heard of building the know, like and trust factor with people. You've probably heard that people need to know who you are and they need to like you and they need to trust you before they're going to buy from you. Absolutely. You've probably heard me say that buying cycles are getting longer and relationships are getting more important.

Speaker 1:

And by having this type of consistency, by showing up and people knowing when they're going to be able to listen to that new blog post or when they're going to be able to read that email, or that you're going to be creating quality content on social media on a regular basis, by knowing that they can trust you to show up and by knowing that your content is going to remain consistent and that message that they're getting from you is the same, and it's not that one week it's saying, oh, do this, and then the next week it's saying don't do that same thing. And then the next week it's saying, oh, but do it this way. And then the next week it's saying, oh, do this. And then the next week it's saying don't do that same thing. And then the next week it's saying, oh, but do it this way. And then the next week it's saying, do it a different way. Right, you're not flip-flopping everywhere. That is going to help people build relationships and build that trust in you. I didn't have this in my notes, but it did come into my brain as I was saying that and it's just a bit of a disclaimer for people, especially if you're newer in business, there is a little bit of throwing spaghetti on the walls when you're first getting started and really trying to figure out your messaging, figuring out who you're talking to and what those consistent pieces of content are going to be absolutely and not that it isn't okay to be doing that, because it absolutely is part of the process more just being trying to be cognizant of. Are you contradicting yourself? And yes, absolutely. I've probably contradicted myself in this podcast. You're probably going to contradict, but just trying to be as consistent as possible and find that messaging and really stick with it and build on it and not go back and forth and wishy washy and try and speak to every single person, because then you speak to nobody. Okay, I hope that this was helpful.

Speaker 1:

Next week's episode is a case study episode. I'm really excited about it. I've been wanting to do another case study for a while and so I'm finally there and I am really, really excited to record that for you. So thank you for being part of this journey and I'll be back next Saturday with a new Saturday strategy session. Thank you for listening to this episode of market scale grow. Every week on saturdays, we release a new saturday strategy session, sometimes with amazing guests, and I'm so thankful that you've taken some time out of your busy schedule to make me part of your journey. If you love this podcast, don't forget to share it with your friends and then head to your favorite podcast app to subscribe so that you won't miss next week's episode or any of the upcoming ones. And if you loved it, be sure to leave a review on Apple Podcasts so that other people can find this podcast and we can impact teachers and teacher business owners around the world. Thank you so much for listening and I'll be back in your ears next week with another Saturday Strategy Session.