Let’s resolve to build your brand voice!

As we dive into a New Year you have likely begun tackling some resolutions. If you haven’t chosen one for your digital marketing yet, or even if you have, I recommend increasing your brand’s voice as a top priority! The best way to get started is to create and post content around your subject matter expertise and build a connection with your audience in a genuine conversational style that grows over time.

For many business owners, that’s easier said than done. I’ve come across many who freeze at the thought of expressing themselves on social media. 

You likely have a plethora of information to share. But perhaps you are not sure how your audience will react to what you have to say or if they even care to hear it. Well, I can assure you that if your content speaks to them, they will care.

In most cases, what seems to get in the way is analysis paralysis. You’ve certainly heard this term before, but how does it relate? 

Analysis paralysis develops when we worry about the outcome so much that it blocks our creativity and courage to say what we want to say. When I say “outcome,” I’m referring to the reaction that we hope to receive from our audience through any digital marketing activity. Naturally, when the engagement rate is low, we feel disappointed!

Don’t get me wrong! Posting on social media shouldn’t be done carelessly. You should use these channels to establish your brand’s voice and hopefully establish a strong following.

You just need to keep in mind some basic ground rules that can help you post confidently and consistently! Here’s my list of do’s and don’ts when posting on social media channels:

1. Adapt to the tone of the channel. For example, Facebook is casual, LinkedIn is professional, and Twitter is conversational. Try to adapt your content around these styles.
2. When writing your content, think about its value to your reader. Keep it meaningful and fun and be sure to apply humor and wit (thoughtfully, where it’s appropriate).
3. Relate, don’t sell! Promotional content doesn’t do well with a social audience. Instead, your tone and style of language should build a connection.
4. Write a draft first and proofread before you post. Don’t hurry, or else you’ll likely drop the ball!
5. Answer people in real time. This can be a challenge during a busy day, I know! But you can delegate and have your team members respond on your behalf.
6. There’s no need to post every day. For B2B business owners, once or twice a week is more than enough. Keep your content meaningful.
7. Show interest in what others are doing. Follow, share, like, or pin what is relevant to you.
8. Use hashtags wisely. Don’t go overboard or you’ll distract the reader.
9. Keep your social media profiles up to date – Check your profile picture, title, description, and links.
10. Increase your reach. Tag people and organizations so that they can share and repost to get more visibility.

I hope this list serves as an icebreaker to help you get started engaging with your social audience. Be open to learning and adapting and reinventing as you go, to keep your content fresh. Always be genuine and honest with whatever you say. 

You’ll do great! Feel free to reach out to our team to share your experience or get your questions answered.