How can you use brand voice and tone to increase sales on social media?

If you want to boost your sales on social media, you need to communicate with your audience in a way that resonates with them. That's where brand voice and tone come in. Brand voice and tone are the expressions of your brand's personality, values, and emotions through words, images, and sounds. They help you stand out from the competition, build trust, and influence buying decisions. In this article, you'll learn how to use brand voice and tone to increase sales on social media.

1 Define your brand voice and tone

Before you start posting, you need to define your brand voice and tone. Your brand voice is the consistent style of communication across all channels, which should reflect your brand’s identity, mission, and values. Your brand tone is the variation of your voice depending on the context, audience, and goal of your message – adapting to the mood, situation, and expectations of your followers. To define both voice and tone, you can use a simple framework. Identify your brand attributes – what are the core traits that describe your brand? Then write down your voice guidelines – how do you want to convey your brand attributes through words, images, and sounds? Finally, create a tone matrix – how do you adjust your voice for different scenarios, emotions, and outcomes? These steps will help you craft an effective brand voice and tone that resonates with your audience.

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Xandrina Allday

Sneak Peek of the 1st Social Retreat now LIVE! 📖 Author of Dear Social Media Manager 🎤 Award-Winning International Social Media Speaker, Leading Social Media at LabX Media Group (Science Comm)🧪
This is such an underestimated element to social media. A lot of brands are jumping on the trend of ‘let’s be fun on social media’ but that’s not the right way to position every brand. Tone of voice also needs to be consistent across all platforms, even though content can change, you’re still the same company.
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2 Align your brand voice and tone with your audience

In order to align your brand voice and tone with your audience, you must first research and segment them. Your audience consists of those who are interested in your products or services, share your values, and can benefit from your solutions. You should look into their demographics, psychographics, behaviors, needs, pain points, and desires. Segmenting your audience into smaller categories based on characteristics such as age, gender, location, or interest can help you customize your tone to each segment. Depending on their expectations, motivations, and objections, you can adjust the tone accordingly; for instance, a more casual tone for younger segments or a more emotional tone for segments with high involvement.

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3 Choose the right platform and format for your brand voice and tone

In order to increase sales on social media, it is essential to choose the right platform and format for your communication. Different social media platforms have different features, audiences, and best practices. To select the platform and format that best suit your brand voice and tone, your audience, and your goals, it is important to analyze the platform strengths, weaknesses, opportunities, and threats. Additionally, you must match the types, sizes, and specifications of the content formats available on each platform. Finally, you can optimize the content format to showcase your brand voice and tone, engage your audience, and drive action by using captions, hashtags, emojis, stickers, filters, or call-to-actions.

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4 Create a content calendar and strategy for your brand voice and tone

To use your brand voice and tone effectively on social media, you need to create a content calendar and strategy. A content calendar is a tool that helps you plan, organize, and schedule your content in advance, while a content strategy is a plan that defines, creates, and distributes your content to achieve your goals. To create a successful calendar and strategy, you need to set specific, measurable goals for your content. Then choose relevant topics using the 4E's framework - Educate, Entertain, Empower, or Engage. Finally, plan your frequency of posts using the 80/20 rule: 80% of your content should be informative or inspiring while 20% should be promotional or sales-oriented.

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5 Monitor and measure your brand voice and tone performance

The final step to use brand voice and tone to increase sales on social media is to monitor and measure your performance. This helps you track progress, evaluate results, and improve actions. To do this, you need to utilize analytics tools such as Facebook Insights, Instagram Insights, or Twitter Analytics, or third-party tools like Google Analytics, Hootsuite, or Sprout Social. Additionally, you should track key performance indicators like reach, impressions, engagement, clicks, conversions, or revenue. Moreover, you can use data to optimize your strategy by using A/B testing, feedback surveys, or competitor analysis to identify what works and what does not work and make the necessary changes.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jordan Tennenbaum

Head of Social Media - Talkdesk
1. 83% of people trust recommendations made by someone they know 2. 77% of consumers are likely to buy after hearing from someone they trust 3. 75% of B2B buyers use social media to support purchase decisions 4. 70% of brand perception is determined by experiences with people 5. 59% agree that an organization’s thought leadership is a more trustworthy 6. 90% of B2B buyers are more likely to engage with thought leaders 7. Leads developed through employee social marketing convert 7x more 8. Employees’ content gets 8x more engagement than branded content
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Ibrahim Aqel

An Authentic Marketing Strategy Pro | From Business to Valued Brand | Simplifying Marketing For CEOs 🖊
Here are my 5 - points framework as a strategy professional: 1. Define a consistent brand tone that resonate with audience values. 2. Understand the audience is key for point no.1, and for content 3. Highlight specific unique value proposition (UVP). 4. Connect always with empathy and authenticity through the designed voice and tone. 5. Humanize the brand through brand voice.
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How can you use brand voice and tone to increase sales on social media?

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1 Define your brand voice and tone

2 Align your brand voice and tone with your audience

3 Choose the right platform and format for your brand voice and tone

4 Create a content calendar and strategy for your brand voice and tone

5 Monitor and measure your brand voice and tone performance

6 Here’s what else to consider

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