Why you need to keep your marketing tone consistent

marketing tone consistentThis is another one of those subjects where I’ll forgive you for reading the title and saying huh? The question should really be – when you look back over the blogs and social media posts you’ve written, do they all sound like you? When you keep things consistent you’ll get better results from your marketing and your life will get easier.

Getting to know you

The phrase ‘know, like and trust’ comes out of my mouth with alarming regularity. That’s because it’s one of the key things you should focus on as a small business owner. It’s rare for people to see an advert or a post and respond immediately. Generally speaking, you need to build a relationship with your audience.

You’re probably already well aware of the importance of consistent visual branding. Using the same colours and fonts makes it easy for your customers to spot you in their news feed. It’s the same with your copy. People stop and read because they know what to expect. If your posts are generally chatty and fun a sudden run of bland and boring ones will be a real turn off.

Easy outsourcing

Do you have brand guidelines? That sounds very formal, but it doesn’t have to be. It’s basically having a strong sense of how you want to come across. I use the same colours throughout my marketing and choose images that I hope my audience will like. I also aim to write in quite a natural and friendly way. All of my guidelines are in my head but if I was working with a graphic designer it would be quite easy for me to brief them on the style I’m aiming for. They could also get a pretty good idea from looking at my social media feeds.

You might not be ready to outsource your design or writing to anyone else yet. But having a clear idea about how you want to come across will really help when you are ready. You can send a brief that says “I aim to appeal to professional women and want my copy to be chatty and friendly.” Simple, right?

Consistent shouldn’t = boring

The last thing you want is to send your customers to sleep. Just because they want to know what to expect from your posts doesn’t mean they all need to sound exactly the same. Just because you mostly talk about light hearted things it doesn’t mean you can’t throw in something serious now and again. If anything, it gives the serious stuff more impact.

You can keep things varied by telling your customers something surprising. Cover the same topic in different ways. If you find that all of your posts start with the same few words, try some different ones. As long as it still sounds like you, it’ll be fine.

Review your marketing

Are you good at keeping your tone consistent? To find out, one of the best things you can do is to review what you’ve already done. When you read your blogs or look through your social media feeds, do they all blend into one? Maybe you’ve gone in the opposite direction and everything sounds as if it was written by a completely different person. This can be a problem in bigger businesses where content is often written by lots of different people, but sometimes it can just depend on what mood you were in when you wrote it. When you’ve finished, think about how you actually want to sound. What will work for your audience?

If you’d like to get back to basics with your blogging and make it sound like you, no matter what you’re talking about, join me for my last ever blogging workshop on 4th June. All of your refreshments are provided and you’ll have time to write so you’ll go home with a finished blog and a plan for more. Along with a renewed sense of your own ability to put your personality into your marketing. Click on the image to book your place!

Further reading

If you need to do some work to help you work out who your marketing needs to talk to, start here.

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