BREAKING – the social marketing landscape is crowded and getting more crowded by the day. Ok, now that we’re covered off the obvious, let’s move on to the less obvious – it’s more important than ever to establish a strong brand voice for your audience to latch on to.
Most brands understand the need for content but still do it poorly. Layer on the slow painful death of organic reach and you’re left with a challenge to stand out from your competitors.
But all is not lost – there are still ways to stand out that don’t involve spending gobs of money on advertising. One of the most important – and fundamental of quality social content – is a solid, well constructed brand voice.
That is – how you sound on your social channels, how you interact with people, what your imagery looks like, the types of words you use, etc. All of these aesthetic qualities that go into creating a brand that stands out from the crowd.
Create a persona to capture your brand voice
Step 1, spend the time to build something your target audience can relate to. With a lot of the clients I work with that means literally turning your brand into a person. Are they young or old? Male or female? What sort of things do they like? What are their interests?
All of these questions are answered by the type of audience you’re looking to connect with. You need to create someone your reflective of your audience, so be sure they either relate to the persona or aspire to be them.
Keep your brand voice consistent
One big miss is being inconsistent with the voice and tone you’ve created. Your audience’s time is brief and that consistency is what will help you stick in people’s memory.
You’ve spent the time to create the persona, so maintain that voice in all situations because people will absolutely notice when you don’t.
Try and sound like you’re having fun
This is probably one of the most important things you’ll do, and one of the easiest to stray from. Sometimes creating content feels like you’re trying to feed the beast and it stops sounding fun and starts sounding clinical. This is when you lose people.
Keep things loose and have a good time with it. It’s social media not a medical journal, and people expect a certain amount of entertainment. That’s not to say you can’t talk about serious issues – but just approach them in way people will want to engage with.
Talk to your audience the way you would talk to your friends – like human beings.
Ultimately social media is about conversations, and you should try and approach it that way. Engage your audience – talk to them like people and not with jargon or tag lines and they’ll thank you for it.