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From Football to Web Strategy, Consistency is Key If you’re a (true) Cleveland sports fan then you’re all too familiar with “The Shot”, “The Catch”, “The Drive”, “The Fumble”, “The Streak”, and “The Decision”.

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If you’re a (true) Cleveland sports fan then you’re all too familiar with “The Shot”, “The Catch”, “The Drive”, “The Fumble”, “The Streak”, and “The Decision”. Unfortunately, what they all (painfully) have in common is “The Disappointment”. Yesterday was no exception when we learned that not only was last year’s first-round pick Trent Richardson traded to the Colts, but also that our third-string quarterback (not the #2 guy) would be starting this Sunday’s game.

NOTE: This video contains a four-letter word and is mildly NSFW.

If you look back to 1999, when the Browns came back into the NFL, we’ve reached the ridiculous total of 19 starting quarterbacks. We’ve also made the playoffs one time!

If you look at who Trent Richardson was traded to, the Indianapolis Colts, you’ll see a team that has one Super Bowl victory and 12 playoff appearances over the same timeframe.

Why the big gap in success? Consistency at the quarterback position. From 1999-2010, the Colts had one QB: Peyton Manning. In 2011, when Manning was out due to injury, they rotated three QBs (and won 3 games). Last year, with a new starter solidly in place, the Colts made the playoffs again.

In other words, consistency translates to success.

This truth about consistency also applies to business. Over the years I’ve had countless conversations with owners, marketing professionals and IT departments that all want one thing: Growth!

Generally, the businesses that achieve desired growth are the ones who 1) know their audience well and 2) consistently promote to that audience across all communication channels.

As a web services company, our focus is to promote your company by leveraging existing (and creating new) content. The same content/information that you’re already using in your sales, marketing and customer service departments.

If you’re reading this blog but aren’t an Aztek client, here are some questions you can ask yourself to incorporate a consistent message into your web strategy.

  1. How is my website providing valuable contributions to my company’s bottom line?
  2. How does the sales team pitch the business?
  3. How do my coworkers describe the business?
  4. If applicable, how do my other marketing efforts promote the business?
  5. Who is my intended audience?
  6. What does my target audience really want to know about my products and/or services?
  7. What are barriers to the sale?
  8. Why do people in my target audience choose to do business with our competitors?
  9. What do our competitors do better than us?
  10. What do we do better than our competitors?

Admittedly, some of the questions aren’t going to be pleasant to answer. But in the long run, because they force you to think about the relationship between your website and the rest of the company, you’ll be able to present a strong case to your prospective customers. Additionally you’ll do so in a consistent way, regardless of the communication channel.

Consistency translates to success, whether it’s football or business.

Are you struggling to find consistency in your web strategy? Have you overcome the challenge? Leave your comments below!

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