How can you adjust your brand voice and tone for SEM strategy changes?

1 Assess your current voice and tone

Before you make any changes, you need to have a clear understanding of your current voice and tone, and how they align with your brand values, mission, and vision. You can use tools like voice and tone guides, audits, surveys, or feedback to evaluate how your audience perceives your brand voice and tone, and how they affect your SEM performance. You should also identify the key attributes, emotions, and messages that define your voice and tone, and how they vary across different channels, platforms, and stages of the customer journey.

2 Identify the need for change

Next, you need to determine why and how you need to adjust your voice and tone. There could be various reasons, such as launching a new product or service, entering a new market or segment, responding to a crisis or opportunity, or testing a new hypothesis or strategy. You should also consider the external factors that may influence your voice and tone, such as competitors, trends, regulations, or events. You should have a clear goal and objective for the change, and how it will benefit your brand and your audience.

3 Define your new voice and tone

Once you have a clear rationale for the change, you need to define your new voice and tone, and how they will differ from your current ones. You should also consider how they will affect your SEM copywriting, such as your headlines, keywords, calls to action, landing pages, and ad extensions. You should use the same tools and methods that you used to assess your current voice and tone, but with a focus on creating a new voice and tone guide, audit, survey, or feedback. You should also test your new voice and tone with a small sample of your audience, and measure the results.

4 Implement your new voice and tone

After you have defined and tested your new voice and tone, you need to implement them across your SEM campaigns. You should update your existing copy, or create new ones, according to your new voice and tone guide. You should also monitor and optimize your SEM performance, and track the impact of your new voice and tone on your metrics, such as impressions, clicks, conversions, quality score, or return on ad spend. You should also collect and analyze feedback from your audience, and make adjustments as needed.

5 Maintain your brand consistency

Finally, you need to maintain your brand consistency, even when you adjust your voice and tone. You should ensure that your new voice and tone are still aligned with your brand values, mission, and vision, and that they are consistent across all your SEM channels, platforms, and stages of the customer journey. You should also review and update your voice and tone guide regularly, and train your team members on how to use it. You should also keep an eye on the market and customer trends, and be ready to adapt your voice and tone again if necessary.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?