This year you’re determined to be more consistent and intentional about your social media marketing, but where do you start? You could take a picture a day and stick it up on your favorite social media site. Or you could take a minute to think through your business’s goals, target audience, and brand to determine your brand’s social media personality.
Obviously, we’re hoping you’ll opt for that second idea.
Read the Room
Check back on any of our blogs about creating any strategy for any platform, and you’ll find they all start with the same advice: know your audience. Who’s buying your products or services? Who makes the first phone call? Who makes the final decision? Those may not be the same person. Write out a narrative or bullet points about each of them.
- Typical Age
- Educational Level
- Occupation/Job Title
- Where do they find their news?
- Where do they spend their non-work time?
- Common hobbies
What’s your company’s culture? A company’s inside voice often bleeds out into its outside persona. We’re not talking about who YOU are as a company owner, but who is your company? SEMRush has a great article on tone.
- Are you lighthearted or serious?
- Do you joke around playing pranks on one another or do you buckle down and get the work done?
- Are you even-keeled and easy-going or energetic and enthusiastic?
- Are you high-end or nitty-gritty?
Every one of those options presents opportunities for your company, but they also guide the words, punctuation, and sentence structure you use to engage your audience.
We recently signed a new retail client. In our first conversations, they told us what words and phrases increased phone calls and which ones they tried to steer clear of. Another client repeated two words over and over in her description of who her company is. We take those insights seriously and you should too.
Look back at your social media posts, traditional ads, and other marketing materials. Which ones received the most engagement or response? What words or phrases did you use? What words or phrases tend to elicit negative responses? Create a word bank of words, phrases, punctuation, and
While we’re talking about words, let’s also talk about emojis. Even companies with a formal, matter-of-fact tone can benefit from using emojis in their social media marketing campaigns. Which emojis best present your company? Maybe you have different ones to get across different messages or ideas. Maybe you have a limit of how many is enough or a minimum number you want to use in every post. Maybe you have a specific one or two that you want to include in every post. Now’s the time to think through how that fits into who your brand is.
Create a resource of words, phrases, punctuation, and emojis you want to use to create your brand on social media. It’ll make creating content easier and allow you to delegate that task as needed.
Speak without saying a word. Images, graphics, and videos show your brand’s social media personality before you say a word. One of our clients requested a nostalgic feel to their graphics and images. Our home improvement industry clients use actual project images instead of stock photos because it lends credibility to their work.
Regardless of the type of photos you use, think about how the images fit with your tone. Sunsets and ocean views create a calming laid back feeling. Bright colors and graphics add energy and youthfulness.
The colors and fonts you use also show your brand’s personality. Most brands include two primary colors, one neutral color, and sometimes additional accent colors to use for buttons and calls-to-action. But that’s not all your brand needs.
Traditional serif fonts carry a more formal tone while scripted fonts feel smoother and fancy. Block fonts have a heavier emotion tied to them. Thin fonts imbue strength without being imposing.
Write (A Lot)
The more you read and write the better you’ll become at both. Reading content similar to what you want to write allows you to feel the cadence and emotion behind the words. When laugh a social media post, consider why. When you click to read an article, consider why. The same words and phrases that draw you into a piece of content draws other people into that same content. What can you learn from it?
The more we write and edit our work the better we become. When we let our work sit a day or two then read it again out loud we can judge whether or not it tells the story the way we want to tell it.
Study what larger companies with large marketing departments are doing. What’s working? What’s not? What can you learn from what others are doing.
Creating your brand’s personality on social media is all about know who you are, who you want to reach, and how you want people to respond. Translating that into content takes practice, but it’s possible.
If you’re not sure you want to put the time into crafting your company’s digital personality, you’ve come to the right place. We spend every day helping our clients share their brand with the world. We’d be delighted to be a part of your brand’s story too. Start with a complimentary consultation. Email Hilary now.