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One of the biggest shifts in digital marketing is the need for an authentic brand voice. Regardless of your industry, you’re going to fall behind the pack if you don’t take advantage of social media and the engagement opportunities that come along with it.
To be truly successful, though, you need to really think about how you portray your brand to customers and prospects. Whether you’re just getting started or need a social media facelift, here are seven tips on how to humanize your brand and create a personalized experience for your audience.
Create a Persona
The first step in humanizing your brand on social media is to create a persona. Without a set social media voice, your posts will be inconsistent and very likely lack any flavor or interest for your followers. Start off with any branding materials you have for your broader marketing campaigns since those can be easily translated for digital marketing as well.
If you don’t have any voice guidelines, it’s time to create them. Figure out how you want your company to engage with your audience: friendly, authoritative, aspirational? An effective exercise to determine the best tone for your social media persona is to build your ideal customer profile. From there, it’s easier to develop the right voice guidelines for posting, no matter who does it.
Capture Content From Your Offices
Your social media content can come from a variety of sources, but the most authentic and engaging posts are those that come from your own company. Use real photos of what’s happening at your office rather than generic stock photos purchased online. This is especially helpful if you’re a local company or bank that has strong ties to the community.
Social media platforms are also an ideal place to showcase your community outreach events or sponsorships. Here’s a great example from Service Credit Union in New Hampshire.
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