Make Them Hear You: How to Create a Strong Brand Voice Across Social Media
Setting up a website and a social media presence are now mainstream business practices, as more and more of our lives enter the digital realm. What most businesses don’t think about (or realize too late) is that they need to create a consistent and unique “brand identity” to help make them identifiable through social media as well. Think about it as a personality for your business.
Think About Who You Are
Is your brand funny? Fresh? Professional? Serious? If you’re marketing a new start-up, you may want to take a light-hearted approach. However, if you’re marketing a fertility treatment clinic, you’ll want to be a bit more somber and compassionate. Aside from what you do, you’ll also want to consider your values when determining the tone of your brand voice.
Think About Who Your Readers Are
As with everything related to social media and marketing, understanding who your audience is can make the difference between them listening to you, merely hearing you, or even skipping past your posts altogether. Remember to make use of your analytics. You can study the numbers to see who is clicking on which posts, and what they are looking for. Catering your content to your users is how you grow your customer base and get them to share your content.
Define Your Unique Style
You want your content to stand out. You want your audience to be able to read your posts and know who you are without even having to click on your page. This is where the term “voice” comes into play. When you’re speaking to friends or family members, you can close your eyes and know who is speaking because each person has a unique sound. This is what you are aiming for when defining your style. Your business “personality” should shine through both in what you write, and in the selection of content that you share.
Keep it Consistent, but Tailored to the Platform and Users
This is where having one person dedicated to your social media brand is useful. You want to make sure that your audience is hearing the same “voice” every time they interact with your business, no matter what platform it is on. At the same time, you want to make sure that you are targeting your audience with your content selection, staying focused on your brand image and message, and making sure that your posts are appropriate for the platform you are using. You don’t want to use Instagram to showcase your blog posts or fill your Twitter feed with videos.
Listen to Feedback
One of the biggest mistakes that people make when they’re building a brand is ignoring crucial feedback from their audience. Remember that the key to increasing traffic and sales is to appeal to the group of people most likely to spend money on your product or service. If you accidentally offend your audience, or just don’t engage them well enough, they’ll click the unfollow button and you’ll lose out on potential revenue. Remember that people are following you based on a specific reason. Make sure that your content remains focused, and that you are engaging with your audience to find out what works—and what doesn’t.
Creating your unique brand voice and letting your customers know who you are is one of the most easily overlooked aspects of social media marketing. Make sure that you get these plans in place before you begin your social media campaign if you want to be able to see your efforts pay off quickly.
About the author: Zoe Anderson is an avid blogger deeply interested in unique and original ways of promoting business. She is also a staunch supporter of self-improvement and with her background in education, she supports Study Select – training experts from Australia.