At Cole AD we are firm believers in using your voice for good. But, often when it comes to a company voice, many people feel a tad uneasy about what that should be. Can I say that? Will Legal & Compliance have an issue? What do we stand for? What does our audience want to hear?
“Sorry, what did you say? I didn’t hear you”. I don’t think there are any of us who didn’t hear that from a close family member growing up. The same can be said of your company voice. Is it authentic? Is it clear? Is it consistent? That can be a hard set of targets to hit when there are multiple people and personalities behind it.
So, if you have something to say, then you need the confidence to say it loud and proud. Putting out a handful of half-hearted statements that nobody will take any notice of won’t get your brand anywhere.
Below we’ll briefly talk through some key points when it comes to knowing what to say and how to say it. After all, communicating with your audience is one of the key ways to nurture relationships and begin to understand what your audience truly values. Building towards a two-way dialogue is invaluable for your business in so many ways.
What are you talking about?
When you communicate with your audience you should offer them something of value. Are you regurgitating an already common narrative or are you going to engage them with something fresh that is of added value to them?
How are you talking about it?
How you talk to your audience will depend on how you generally interact with your audience. If you have a physical shopfront, for example, then you can verbally and visually communicate in a variety of ways. If you’re an online business, then it follows suit that you communicate digitally. Or, you might be a service business such as a financial services or technology firm. The common communication method that connects all types of businesses is online.
But which online platform?
This is where many businesses can make a pivotal mistake. Deciding which online platforms and methods to use should be driven by where your audience is, and not by where you are most comfortable. For example, Facebook has a majority of mature users aged 50+, so if you’re speaking to Millennials or Gen Z that probably won’t be the primary place for you to start. If your audience is B2B (business to business) then LinkedIn is the natural stomping ground for your core conversations.
You’ve got mail
Don’t forget that email communication remains a force to be reckoned with, but it is imperative to be consignant that subject lines, content and even the time of day they are sent plays a huge role in their success. If there is one thing that many consumers have valued during the recent pandemic, it’s their favourite brands keeping the conversation going. For people isolated at home it’s like a friendly check-in from a friend. Anything else is just a pushy sales email. The online payment merchant Klarna has been particularly successful by teaming up with other companies to offer their clients valuable lockdown resources. Receiving emails from Klarna with discounts on wellbeing brands tapped into the demand for at-home physical and mental wellbeing during a challenging time. That is something their audience will remember with positive sentiment.
For us at Cole AD, the key takeaways are having a clear and valuable message, taking the time to understand your audience, and then having conversations in the right places. To chat in more detail about how we can help you amplify your voice, get in touch with us.