Recently updated on October 30th, 2024 at 04:30 pm

Think of the first car brand that comes to mind—what is it? Chances are it’s a brand you’ve seen everywhere: on billboards, TV commercials, or even flyers. That’s no accident. It’s the result of an always-on marketing strategy that ensures they stay relevant and top of mind.

Just like in the physical world, your brand’s digital presence needs to be everywhere your audience is, whether that’s social media or search engines. In today’s fast-paced online world, staying visible is key to building brand recognition and remaining relevant to your audience. 

Let’s dive into how to build that consistent, always-on digital presence.

Always-on Marketing: A Game Changer for Your Brand

Always-on marketing is the continuous, consistent promotion of your brand across various channels to keep it top of mind for your audience.

Imagine scrolling through your social feed and regularly seeing content from a particular brand, even when no sale or special event happening. That’s the power of always-on marketing—it ensures your brand stays visible, building trust and recognition over time.

Unlike campaign-based marketing, which focuses on short bursts of activity around specific events or promotions, always-on marketing is about maintaining a steady, long-term presence. 

Both approaches have their purpose, but always-on marketing keeps your brand relevant 24/7.

How do you create Always-on Content?

LinkedIn’s concept of “Humming” is the secret sauce to maintaining a powerful always-on presence. Humming content marketing is all about keeping your audience engaged with consistent, value-driven communication. This content isn’t about making big, splashy announcements—it’s about staying in the conversation (being there whenever anyone joins, regardless of where they are in the purchasing process). It’s a vital tactic to employ since 95% of B2B buyers are not currently in-market. But that doesn’t mean they’re not engaging with your brand; they’re just moving along the funnel at their own pace. 

Examples of always-on content include daily or weekly updates, like:

• Customer Testimonials: Regularly highlight positive customer feedback or success stories to build trust.
• Employee Spotlights: Showcase team members, their roles, and achievements to humanise your brand.
• Industry News: Share updates on trends, reports, or major events that impact your industry.
• Day-in-the-Life Content: Offer behind-the-scenes glimpses into your company’s daily activities.
• Product Features or Updates: Highlight key aspects or improvements of your products/services in simple, engaging formats.

Having an always-on presence offers several benefits that go beyond just visibility. Besides keeping your brand top-of-mind, it helps build relationships and trust over time, making your brand more familiar and approachable. 

Another key advantage is that it provides valuable data and insights into what resonates with your consumers. By consistently engaging with your audience, you can monitor trends, preferences, and behaviours. This allows you to refine your bigger campaigns based on real-time feedback. 

Ultimately, this approach ensures your brand is always relevant and helps you optimize your future marketing efforts with data-driven insights.

Consistency is Key

Harnessing the power of always-on marketing means you’re not just promoting your products; you’re nurturing a community. You’re making sure your brand truly connects with consumers when it matters most, maximising its relevance and creating a lasting impact. Whether via organic or paid channels, it’s important to present a cohesive and coherent brand message to your audience.

So, embrace the shift. You have the potential to turn every interaction into an opportunity–creating a dynamic presence that keeps your brand top of mind in a crowded marketplace. 

If you need help developing a strategy to establish an always-on presence for your brand or company, our team of professionals are here to help. Send us an email and we can get started.