1. Overview The Content You Typically Post
The first tip is to collect all of the content that is unique to your brand. It is important to isolate what your business posts typically look like – stuff that is original and true to the your brand — and not the type of content that your competitors post. Once you’re able to do this, begin to think about how others might perceive what you put out in the world, and how you would like them to perceive your brand.
2. Personify Your Brand
One unique aspect about businesses and consumers using the same platform, is that consumers are more comfortable following business accounts if its feels like ‘just another person’ in their feed. One way to play off of this tendency, is to personify your business. To do this, you can acknowledge all of the characteristics of your business as if they were traits your best friend possessed.
(EX: driven, energetic, calming, friendly, kind, outdoorsy, dependable, etc.)
These are the qualities that you should always emphasize when creating content. Never forsake these core qualities.
3. Identify Your Audience/Their Values
Next, identify who your desired audience is, and what they care about. If you haven’t sat down to take a look at what your audience values, then you’re missing out on a great marketing window. For example, if you are a Yoga instructor looking to market yourself, you’re likely marketing to other people who like Yoga and want to learn more. These people have values that you can capitalize on – holistic health, energy, exercise, peace, relaxation, self-improvement. If you know their values, you can better target them in your speech and the types of pictures you post.
** TIP: focus on where your values align with your customers, and always try and speak from those characteristics and traits.
4. Determine What Platform You’re Posting From
Even though at this point you may have figured out what values and traits you want to display through your business, one of the most important things to do, is to tailer each caption depending on what platform you are posting from. Below are the basic rules to live by for each platform.
Instagram – Instagram is a creators platform. People who spend a lot of time on here are looking to consume new and exciting pictures, and generally want shorter captions. These captions can be comedic, energetic, or professional, and can often benefit from a “call to action” (a question/request for response)
Facebook – Facebook business pages tend to take on a more professional tone, and are used as a way to communicate what your business is up to on a regular basis, as well as share articles and relatable news. It can be used to keep the followers informed on any changes happening within the business.
Twitter – Twitter is the most informal, commonly used platform for businesses. Each post can contain a picture, GIF, or video and have a blurb of up to 120 characters. These blurbs can be funny and witty, and more spur of the moment.
LinkedIn – LinkedIn is on its way to becoming the #1 platform for brands and businesses. LinkedIn makes it easy to write and publish your own original content. This content is differentiated from other social platforms by the type of content posted – long form paragraphs of text are preferred over short text combined with picture and video content. This type of content pushes you higher in the search results so more people can find you. The key here is consistency. It is important to share industry-adjacent content that could be helpful to clients or customers. News relating to your business, industry trends, informative tips, etc. will all help your business and brand become a promoted thought leader in your field.
Finding your brand’s voice can take time and requires consistency and testing. Once you establish your brand voice and tailor it to each social platform, this will allow customers and other businesses to interact and relate to your brand/business online – creating valuable and highly engaging profiles.
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Alves, Chelsea. “5 Tips to Create a Consistent Marketing Voice.” Classy, 27 May 2016, https://www.classy.org/blog/tips-create-a-consistent-marketing-voice/.
“5 Easy Steps to Define and Use Your Brand Voice.” Content Marketing Institute, 20 Apr. 2018, https://contentmarketinginstitute.com/2015/10/define-brand-voice/.
Bam Creative. (n.d.). How to create (& manage) an engaging LinkedIn company page. Retrieved from https://www.bam.com.au/blog/social-media/engaging-linkedin-company-page/.
Landis, T. (2019, February 28). 10 LinkedIn Post Ideas That You Should Be Doing Right Now. Retrieved from https://www.outboundengine.com/blog/10-linkedin-post-ideas-that-you-should-be-doing-right-now/.