Did you know that over 60% of Aussies have an active Facebook account and YouTube had over 15 million unique Australian visitors in March 2019? With the rise of social media, businesses have so many opportunities to communicate directly with their audiences online. Not only is it a great way to gain feedback straight from your customers – it’s a chance to acquire brand crusaders – people who create a buzz because they genuinely love your products or services and want to spread the word online!
So, how can your business acquire brand crusaders? It’s all in the way you communicate with your audience! Here, our Communications Manager Annette Micallef points out five ways to enhance your business’s communication strategy to generate a strong online following.
1. Create buyer personas
One of the first steps to creating a strong online presence is identifying who your ideal customers are. Research is extremely important here, so take the time to analyse any existing customer data you may have access to, including demographics, buyer behaviours, motivations to purchase, and ways they communicate.
Once you have gathered this information, you can create fictional customers (aka buyer personas) based on your findings. This will help you to understand your audience better, so you can create powerful communication pieces that hit the right cords.
If you need some inspiration to create your company’s buyer personas, check out this free online tool from HubSpot.
2. Show your personality
Yes, your brand really does have a personality of its own and it’s essential that it shines through when communicating with your customers. Why? Because it’s these human qualities that express who your brand is, helping shape the way people feel about the products or services you’re offering!
There are five core brand personalities with common traits including:
Sincerity (down-to-earth, honest, wholesome, cheerful)
Excitement (daring, spirited, imaginative, up-to-date)
Competence (reliable, intelligent, successful)
Sophistication (elite, charming)
Ruggedness (outdoorsy, tough)
So, once you’ve determined who your brand is, it’s time to start bringing it to life (read my next tip to learn how).
3. Find your tone of voice
Tone of voice (TOV) is your brand’s unique language style, allowing you to express your company’s messages, emotions and show its personality!
Mastering TOV can be tricky especially in written communication – not only do you need to think about what you’re saying, it’s also about how you’re saying it! Ensure you select words that your brand would use, think about how words sound when pronounced (try reading your copy out loud) and check syntax (how words are arranged).
Lastly, whether you’re writing a social media post or responding to a comment on Facebook, it’s critical that you adjust your tone to suit the circumstances and audience – this will ensure you evoke the right emotions and communicate your message with the intended meaning.
4. Be real
Brand crusaders are genuinely excited about the products or services they’re sharing online, so it’s equally important that, as a brand, you are just as authentic in how you communicate with them too. When a customer shares their positive experience, don’t just reply with a simple “Thank you” – spark a one-on-one conversation with them! Don’t forget to check that your words flow naturally and articulate your brand’s personality – perfect for making an impression on your customers.
5. Relevancy is key
When it comes to social media, don’t just post for the sake of it – post with a purpose. Whether you’re communicating about a new product or service or sharing a behind-the-scenes picture of the team, make sure it’s relevant to your audience.
It’s a good idea to test your content on a regular basis to learn if your followers are engaged and to see if and where you need to improve. Things to consider here: reach and engagement scores, times of post, type of content, and copy and imagery.