How do you build and maintain a consistent and authentic B2B social media voice and tone?
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Before you can craft your voice and tone, you need to have a clear understanding of your brand identity. What is your mission, vision, and value proposition? What are your core values and beliefs? What are your strengths and weaknesses? How do you want to be perceived by your audience and the market? These questions can help you define your brand identity and create a brand persona that represents your ideal voice and tone.
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If your identity is real & strong and true then your Audience will find you. People like to research and do their own investigations and so this allows them to build confidence in your brand.
Your voice and tone should also be aligned with your audience's needs, preferences, and expectations. Who are your ideal buyers and what are their pain points, goals, and motivations? What are their demographics, psychographics, and behavioral traits? How do they communicate and consume content? What tone do they respond to best? By knowing your audience, you can tailor your voice and tone to match their language, tone, and style.
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This part of the process is absolutely critical. We all know what it feels like to receive marketing messages, whether it's from a b2c or b2b lens, that's not relevant. Doing some basic research can go a long way. Basic research can include diving into your website analytics, leveraging industry articles (Gartner, Forrester, IDC, etc.), hosting 1:1 interviews with key customers, focus groups with sales serving key customers, and more.
Once you have your brand identity and audience in mind, you can choose your voice attributes. These are the adjectives that describe how your brand sounds on social media. For example, your voice could be professional, friendly, humorous, authoritative, or creative. You can choose three or four attributes that best suit your brand and audience, and use them as a guide for your voice and tone.
While your voice should be consistent across all your social media platforms, your tone may vary depending on the context. Your tone is the mood or emotion that your voice conveys in a specific situation. For example, your tone could be more formal, serious, or empathetic when addressing a customer complaint, or more casual, playful, or enthusiastic when sharing a success story. You should adapt your tone to the purpose, channel, and audience of your social media content.
To ensure that your voice and tone are consistent and authentic, you should create a voice and tone guide that documents your brand identity, audience, voice attributes, and tone variations. You should also include examples of dos and don'ts for each platform, as well as tips and best practices for writing and editing your social media content. A voice and tone guide can help you and your team maintain a coherent and credible voice and tone across all your social media channels.
Finally, you should monitor and refine your voice and tone based on the feedback and results of your social media marketing. You should track and measure the engagement, reach, and sentiment of your social media content, as well as the feedback and reviews of your audience. You should also conduct regular audits and surveys to assess how well your voice and tone align with your brand identity and audience expectations. By monitoring and refining your voice and tone, you can ensure that they remain relevant, effective, and authentic.
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