A top objective for any social presence is to stand out and be remembered. This can be accomplished with stellar content, spectacular visuals, spot on formatting, and more. The one aspect that regularly gets overlooked is voice
Finding the right voice for your social avenues can be more complicated for a multitude of reasons, especially on accounts where more than one person curates content and copy. Not to mention, a tone or voice that works really well for one company may be the completely wrong voice for another. So while you might love how Wendy’s interacts with other fast food restaurants, it might not be the best tactic for your non-profit organization.
It’s important to define and refine your voice. How do you want your customers to perceive you? Are you a silly company? Funny? Serious? Edgy? Remember, the behavior consumers MOST want from any brand on social is HONESTY.
How do you choose a voice for your brand?
1. Cast a Critical Eye on Your Current Content
Gather together a wide variety of the content you already have. Videos, web pages, social calendar, email blasts – and take a long look at what you’ve already got. Which of these are so generic they could be from your competitors? The idea is to narrow them down to pieces that are unique to your brand. These are the examples of the brand voice you want to embody.
2. Create a Life for Your Voice
Look over the pieces you singled out in step one, and find the common themes across all the content.
If your brand was a person, how would you describe its personality? It’s also a good idea to discuss how one would describe your competitors personality as well. Are they forceful? Jovial or serious? An optimist or realist? President of the pep-squad? Then decide how your brands traits make you different?
Break it down even farther by deciding how these traits show up while communicating with your audience.
Go as far as naming this persona! Give it life! This makes it easier to “get into character” when creating content. A few name suggestions to get you going: Maisy, Annabelle, Blaze, Freya, Gertrude, Darrius, Captain Thunder…
3. Make a Voice Chart
Now that you have a general definition of your brand’s voice, demonstrate how it will appear in real life branded content. This chart will be an important point of reference to visit over and over as your team changes and as time goes on.
4. Instruct Your Writers
Make sure your team is ready to put your brands defined voice into action by meeting with team members who may be creating content or communicates with the public via social channels. Walk them through your new Voice Chart.
Create some examples to show them the intentions of the chart, and demonstrate how you would change some other content to better fit the newly defined voice.
Be sure to give them access to, and encourage them to use the Voice Chart for a quick reference.
5. Think of the Voice Chart as a Living Document
It is imperative to revisit and revise the brand chart as the company changes over time. Don’t think that just because you’ve created this chart it has to be this way until the end of time. A company’s voice can change and adjust depending on the growth and direction of the company itself.
It’s also important to update the chart with common writing problems your team comes across.
Once the voice chart is established, consider writing a more in depth document that details the specificities of certain situations. Some companies have been known to have voice reference documents that are over 100 pages long!
Have questions? We’d love to hear them. Reply in the comments below or email us at firstname.lastname@example.org
In today’s ever-changing digital marketing landscape, there can be a big temptation to put your money, time and energy on the latest technology. However, we can’t forget email. Here are few key points as to why email is a vital part of marketing for your food brand:
You can actually own your audience. What does that mean? When you have an audience that you’ve worked hard to build on Facebook, Instagram or Twitter, those platforms can change the rules. When they change the rules, that changes how many people you can reach. Although not 100% of people will open every email you send, you still have the direct ability to reach and engage with them. You can even follow up with them!
It’s a very direct connection with people. Everyone has email, everyone checks their email on a regular basis, so you’re really able to get directly in front of the person that you’re trying to reach and communicate with. As a food brand, you’re at an advantage! Get creative and descriptive with your copy. There’s a good chance that someone’s stomach is growling as they’re checking their email throughout the day.
It’s transferable! If you have an email list for one brand and you launch a new food brand, you can promote that brand to that list, so it’s easily transferable.
Another form of communication. It’s never a great idea to go all in on one platform for various reasons, but one of the things you can do with email is really curate and aggregate content from other platforms to increase your reach. If you have great posts going up on social, you can then highlight that in email. If you have a blog, you can also highlight that in email. It’s a solid way to communicate with your customers and give them multiple options as to how they want to consume your content.
eCommerce. It’s still one of the top ways to convert sales. According to MarketingSherpa, over 72% of customers prefer email as their mode of business communication and 91% of Americans are eager to receive promotional emails–that’s huge! Here are a few types of emails you can use to drive sales:
Welcome email – get new customers for your food brand by sending a coupon code
Abandoned cart email – encourage interested shoppers to pick up where they’ve left off
Upselling – show them add-ons or products with a higher price point
Cross-selling – recommend similar products that they’d be interested in
Post-purchase emails, such as an upsell or cross-sell email, are very successful because the customer is already familiar with the brand and has shown a willingness to buy. If you have it all set up and tied into your eCommerce platform, you can see the average order value, how many things they’ve purchased, which products they purchased, when they purchased, and other information. This allows you to segment and communicate with your audiences in a much smarter and more direct way.
You can get specific with your messaging. This is one of the coolest parts! Unlike social, you can segment out certain customers that have bought specific products, signed up for certain events, or really whatever data you choose to capture. This will increase your engagement, your open rates, and your click-through rates with email. There are even ways to give an email a personalized touch for one specific customer.
Tracking & Analytics. Emails are a great way to see open rates, click-through rates, and engagement with your brand from an individual basis. With social media, you don’t get that one-to-one information. You do get that with email. You can see one subscriber that came from that trade show in Anaheim and they’ve opened every single email, but they haven’t bought anything yet, then you can communicate with them in a very specific way. It’s a great tool for segmentation, which helps you then craft your communication for better results.
Ad Retargeting. You can leverage a dedicated email list to retarget users on other ad platforms including Facebook, Instagram, Google, Twitter, Pinterest and YouTube. You can also use an email list to build a lookalike audience to find people similar to those who have signed up.
What’s next? Collect emails!
Take the next step by adding a sign-up form on your website, acquiring emails from customer’s purchases on your site, and creating events. Don’t forget that the goal here is not just quantity, but to build a trusted relationship with the customer. Once you do this, you’ll be one step closer to utilizing one of the most powerful tools in digital marketing!
Have Questions? Ask us! We’re happy to dive in and help.
Does this sound like you? You are wondering what you should be doing to increase your email subscribers. You feel like you have tried everything but haven’t seen growth. Before you go spending thousands of dollars on advertising or buying lists (please don’t do that) there are a few simple adjustments you can make to change this outcome.
First, what value are you offering?
First, why should people sign up to receive your company’s email? This might sound simple, but at the very baseline, you need to give them something for subscribing.
Think about it as a simple value exchange. They’re giving you their email, which has value. What are you giving them in return? Ideally, whatever you’re giving them in return should have significantly more value than their email address.
Give Subscribers Coupons
One example of what you can do here is giving them a coupon. This is a very common and efficient tactic that food brands use. Include a coupon that is good to get $1 off, get $2 off, buy-one-get-one-free, whatever it might be.
If it’s eCommerce, give them an instant coupon, so as the subscribers sign up for the list, they get a coupon code delivered that they can use right away.
Create a Recipe or Tip Ebook
If you have a product that can be put into recipes, create an ebook that can be downloaded immediately. In general, with this approach, you want to have the delivery happen in the email. You don’t want them to fill out the subscription form and then they have to go to a page to get it or be redirected right away.
The reason for this is that if they get it in their email, then they have to go and actually pull up your email, open it, click it to download it, or view the video or whatever it might be. That will help with your deliverability. It also gets them comfortable with the behavior of opening emails that are coming from your brand.
Depending on the product, a few other ideas along these lines are:
Meal prepping tips
Healthy cooking tips
Video series that helps the subscriber create kid-friendly meals
Create an Informative Email Series
An alternative idea to the single ebook is creating an email series that is delivered over a few days. For example, it could be something around clean eating. You’d have a series of emails revolving around a five-day kickstart to a cleaner-eating diet. Once the potential customer submits their email, they get a welcome email, then one email per day for the next five days covering different ways to incorporate clean eating into their life.
This is great tactic because it gets people into the habit of checking their inbox to get the next email in the series. The subscriber is getting used to engaging with your brand, and you in return are providing a value to their life.
Use a Signup Form Pop-Up Box
An easily overlooked way to increase email signups is by simply having your signup box be prominent. A lot of brands that we are in the early stages of working with will have a signup in the footer or on the sidebar somewhere. Using a tool such as a lightbox pop-up to design and time your popups, works really well. Sumo and OptinMonster are great resources for that. You can also get fancier with things like Exit Intent Popups, so when somebody’s leaving your website they actually get a pop-up to subscribe.
Focus on putting that call-to-action front and center. Often you will only get one chance to hook people when they come to your site. Give them a reason to sign up! This is also where a compelling offer can come into play with that popup, so don’t hide it.
Embed A Signup Call-To-Action within Your Blog Posts
If you have written content on your website that people are finding through search or social, strategically include a call-to-action to sign up for your email list. Remind people while they are looking at your content, that if they like the content, and if they want to get more content or a premium version, then they should sign up for the email list. This is an incredibly easy and natural way to add some more subscribers to your email list!
These are just a few ways that you can increase your conversions and get more email subscribers, but there is a multitude of additional tactics that you can implement.
To set up a consultation on building your email list, reach out to us at email@example.com or click the button below!