Solidifying your brand voice is one of the most IMPORTANT things to master when it comes to marketing your business. What you put out into digital hyperspace for your loyal followers to absorb is crucial to defining who you are, what you do, and keeping your audience interested in what you have to say.
If you’ve been tuning in with us on FB LIVE every Friday, you’ve probably heard us mention that nailing down a content strategy is a big deal, and it should be a goal for your team to come together Avengers style to hone in on the voice for your brand, or your client’s brand.
This can all be summed up in one single marketing term called Content Integration: an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise.
As always, we have some awesome tips to share with you! So let’s dive in.?
1. COLLABORATION. Star it, circle it, highlight it…whatever you need to do to make this a priority! Bringing in multiple departments with different expertise can help establish the right voice and keep it consistent EVERYWHERE. Whether it’s ads, newsletters, websites, graphics…you want to make sure that everyone/department is on the same page when it comes to brand messaging.
Here at Get Community, brainstorming sessions are necessary to keep each client’s voice uniquely theirs and consistent on every piece of content material. Everyone in our office has a different expertise, from graphic design and copywriting, to brand management and analytics – so it’s important for all of us to be in the loop.
2. The Four “R’s”. As I dug deeper into this rabbit hole, I came across an article from marketingprofs.com about implementing the Four “R’s” into your content strategy:
- Right messages
- Right channels
- Right times
- Right audiences
This a great guideline to keep in mind moving forward with your planning! Always make sure to keep up with the right times to post on social media and when people are most likely to engage, what kind of content you should be posting on Twitter vs. Instagram, and what audience demographics would be mostly likely to engage with particular topics.
3. Less selling more educating. “Shift from constantly trying to sell to actually educating your audience. Don’t sacrifice long-term relationships for short-term measurement gains.” www.kapost.com
As part of your integration strategy, make it a general rule of thumb to scale back on salesy content. You want to gain that trust with your audience and share how-to’s, advice that relates to your brand, and answer their burning questions. Give them something THEY can gain by reading what you put on the web.
4. Get personal. Although it’s important to establish what you do as a company, it’s also important to establish WHO YOU ARE. This will also help with building trust – show off what you’re up to in the office, share fun company outings, or have a coworker/employee do a fun Instagram takeover.
If you follow us on the regular, then you know we LOVE keeping you guys up to speed with what we’re doing in the office, whether it’s our book of the month, our travels, or fun bonding activities. ?The next time you do something fun in the office, share with your audience!
5. Style. As a copywriter for our company, I like to keep the content style consistent for each of our clients. This could be something as small as including emojis in social media posts, formatting Instagram posts a certain way, or keeping Facebook posts short and sweet for one client, but lengthy for another. Start implementing those small touches to make the brand voice even more distinct.
Go forth and let your voice be heard!
Lindsay Gerner is a Senior Digital Copywriter at Get Community. She studied Creative Writing at Concordia University, Irvine and got her MFA from Pepperdine University.