In my work as a social media manager, if I write social media posts for you, how do I make it sound as if you’re the person who is speaking?
How does it come across as authentic?
I’m often asked about this when clients are looking for social media management.
They are perfectly valid questions too, especially as the essence of using social media effectively is that it is personal, and it invites engagement and conversation.
If you want your social media copy to sound as if you, the business owner, have written it then how can someone who is on the outside recreate your authentic voice?
Now I appreciate that businesses will use automated bots to generate social media posts but what we’re talking about here is creating social content that informs, educates and entertains – not just content for announcing and selling. Having said all that, even these posts can have an element of the personal.
What helps me to write as if I am you? The answer isn’t that mysterious or complicated really. There is no magic formula. It involves something that every business owner should develop anyway as part of their marketing strategy.
It’s about tone of voice. This is an intrinsic part of branding.
What is tone of voice?
If the business is clear about the kind of language it uses, the style of communication and the use of particular words and phrases, then its tone of voice will be very apparent. We can call this verbal identity.
- Is your tone of voice formal, informal or even colloquial?
- Are there particular phrases your business uses regularly?
- Is your style friendly and familiar or practical and matter of fact?
Then on a deeper level:
- Do you talk to your customers in the way they talk about you?
- Have you asked them what they think about you through feedback and reviews?
- What kinds of phrases do they use to show what it is they like and value about you?
Yes, finding your tone of voice will mean having a conversation with your audience. If you put the time in with them finding out what they like about you, this information will help you to develop your tone of voice.
It will be more real and speak to them in a way that resonates and grabs their attention. Don’t forget, if you don’t hold onto their attention, they will start to drift elsewhere.
What does your tone of voice add to your marketing strategy?
If your marketing strategy is built on what your business stands for (your vision, your mission, your values) then your tone of voice will be easy to identify and it will be authentic.
Be sure to always keep your target audience and ideal customers at the forefront whenever you are speaking. Your style and tone should resonate with them as you need to be able to communicate with them clearly. Building that marketing focus of know. like and trust in a way they can relate to is key.
Once you have added your tone of voice or verbal identity to your marketing strategy, it will make creating content so much easier.
Then when you want to outsource it to a social media manager like me, I can easily replicate it.
If you’d like to talk to me about developing an authentic tone of voice for your business, how to identify your ideal client, do drop me a message on the Contact form.