Killer content, amazing visuals and customized formatting are some of the many ways to stand out on social media. But what often gets overlooked is your brand voice.
News flash: consumers don’t want to have brands talk at them as if they were dollar signs. Instead, they want authentic communication that they can resonate with.
Finding a voice for your social media marketing campaigns can be difficult because the concept is somewhat unlike other optimization strategies. Your brand voice is not a statistic you can track or a design element you can tweak. Your voice goes much much deeper than that. Rather than tracking and analyzing, you can plan and practice.
What’s the difference between voice and tone?
When you jump into the discussion of voice in social media marketing, you can’t help but touch on tone as well. The two actually go hand-in-hand and are often used interchangeably. But, for the sake of definitions, here you go…
Voice: your brand personality described in an adjective. ex: positive, professional, innovative
Tone: a subset of your brands voice that adds flavor based on audience, situation and channel
Essentially, your brand has one voice, but many tones. Think of it as your voice is your mission statement while the tone is the application of that mission.
Your brand voice can be broken down into 4 categories: character, tone, language and purpose. When you understand what your brand voice is broken down to, you can effectively engage with consumers online.
Why is a brand voice important to social media marketing?
Let’s see… traffic is nice, but conversation with the consumer is so much nicer. I mean, a glorified RSS feed is a complete waste of your time…and effort.
Your brand voice humanizes your brand and lets you take part in conversations, naturally. I mean, a social media marketing voice can lead to others doing your marketing FOR you. Yeah, I’ll let that sink in.
How it works:
1. You cultivate a voice that delights your customers
2. Delighted customers talk positively about your brand, essentially creating new content
3. This content reaches other customers and potential customers, driving your brand’s message for you
Think of it as giving consumers somebody to talk about, not something. In other words, put a face onto your brand and let that real personality shine through. Consumers want connection, not information. Do this right and you could end up with an army of fans who will gladly grow your brand for you. #winwin
How do you find your voice?
An analogy we often use is that social media is like a giant cocktail party or networking event. This is the perfect way to look at finding your brand voice. At a networking event, I wouldn’t walk up to someone and say “Hey, I’m Carolyn. My printing services are 40% off. Come buy something.”. I would get laughed at, right? What you DO is ask questions, tell stories, listen and relate to people.
This ties back into the idea that consumers don’t want to be talked to as if they were dollar signs. No one should want to be telling everyone about their low, low prices. Instead, it’s critical to find that unique voice that is evident in your marketing campaigns.
When you are looking for your voice, you’re looking for adjectives. Find the adjectives that best describe your brand, and you will find your voice.
Developing a voice for your social media marketing can lead to a better overall experience for your customers — and for your brand. A voice helps you connect with your audience in an endearing way. And, not to mention, the payoffs can be huge.
Need guidance on developing your brand voice and implementing a variety of tones? Schedule a FREE 30 minute consultation with a Tepsi Social Media Expert — no commitments, no tiny fine print, just guidance into developing your presence on social media.