Language is a powerful tool in the real world and the digital world. It affects how people interact, how they perceive, and how much they trust your brand. The tone of voice, in particular, is an aspect of language that’s crucial in marketing—a good business knows how to attract new customers and retain loyal ones with the right words.
As a digital marketing agency in Los Angeles and Orange County, we know just how important it is to use the right tone for your brand. Let’s take a closer look at its advantages.
1. It States Your Values
One of the first things you need to figure out as a business owner is your brand personality. What image do you want to portray? What are your company’s core values? How would you like to interact with your customers?
For example, Nike is known for being active and confident, and it’s reflected on their website with their bold statements accentuated by colorful pictures and fonts. Meanwhile, H&M oozes youth, quirkiness, and a bit of mischief, and so they employ a conversational tone most of the time. With mere words alone, these companies translated what they stand for and who they’re standing for!
2. It Can Be Used on Multiple Platforms
You’ve probably been encouraged before to advertise on as many social media platforms as you can. Well, developing a tone is also important because you’d learn how to pose on each of these social media platforms! While it’s important to be consistent, you also need to make slight changes in behavior on certain social media sites.
For example, on your website, you might want to be more professional and confident with your words. You’re selling a product, after all, and you want to put your best face forward. However, when you’re on sites like Twitter or TikTok and just interacting with your customers, then you can let loose and joke around a little bit.
Think of it as the difference between meeting your partner’s parents for the first time and catching up with old friends. You use different voices but are ultimately still the same person.
3. It Reaches Multiple People
Another important thing you need to think about is your target audience, and according to Los Angeles SEO experts, one of the most effective ways of catering to your target audience is proper tones. If you use the same language your customers are using, you’re more likely to connect with them and generate leads!
For example, if your target audience is people from the older generation, you might want to be more polite and pleasant with your words, while if your target audience is Gen Z-ers, you’ll want to be more funny, entertaining, and witty.
Of course, you shouldn’t go overboard with this. You don’t want to be stick-up-the-butt serious in the emails and life-of-the-party on social media. Again, we want to have the same personality but just change our tones depending on the context.
4. It is Opinionated
These days, people want to bring change to society. They want to make the world a better place and will actively support brands that support the same causes they do. So, as a business owner, it would help a lot if you voiced your opinions and stand up for what you believe in.
This will give you an edge over your competitors. Having an opinion humanizes you, making you more than just a company that sells products. Your customers will naturally gravitate towards you because of your relatability, even if your competitors have better products or prices.
For example, Shein is known for its fast-fashion and affordable deals. However, it’s also known for stealing artwork and exploiting child labor. Lots of people have boycotted Shein and opted for companies who swear by ethical practices instead, even if it means spending more.
5. It Helps You Write Content
Once you’ve established company values and tone of voice, creating and writing content will be a lot simpler. Trust me, this is coming from personal experience!
It really helps to have personality in your article because it’s consistent. When I first started, I was all over the place with my work. I wasn’t sure who I was writing for, what I was writing about, what kind of images I wanted to display, etc. And that’s totally fine—there’s a learning curve.
Finally, after a bit of trial and error, I developed a tone that was comfortable for me and the company. Writing articles has been easier since, and the best part is I can use the same tone for email marketing, social media campaigning, and more!
So, just keep working and improving, and eventually, you’ll get your bearings.
Conclusion
It’s important to note that having a personality and a tone of voice shouldn’t be forced. You do not need to write about things you don’t believe in or say things you don’t want to say. It can be quite obvious to your customers, and it’s not sustainable in the long run.
Instead, just look within yourself. You, of all people, know your business the best. You, of all people, understand your customers the most. You just need to learn how to say it properly and confidently.
