When you are looking to launch your business online in this day and age, there is a lot of stake in the way you present yourself and stand out from the crowd. The internet is a big place and you are not the only one trying to make your way in the world of business. If you really want to make an impression on your audience and really get that engagement you need to succeed, you need to find the right tone of voice.
Tone of voice describes the way you interact with the world and how you come across to your audience. Depending on the type of business you are, you could be talking in a very formal tone towards other businesses, or speaking in a similar tone to Buzzfeed which is lighter and more conversational. To find your tone of voice, this is what you need to think about.
When it comes to finding your tone of voice, the first thing you have to ensure is that you stay neutral with the tone you choose and be sure to never show any indication of beliefs or political stand points. As a business, you have a responsibility to be neutral and to try and gain as much respect from your customers as possible. Alongside this you cannot peddle a political or religious agenda because you will alienate a lot of people in the process. Keep your personal opinions close to your chest and keep your content light and positive.
Think of your target audience
The target audience will always have a huge impact on the type of content you will create as well as the way you speak to address them. Think about who you are marketing towards and what kind of things they are tolerant of, are interested in and the language they use. A great example of a company who uses their target audience in their tone of voice is Boohoo. They often add millennial references and relevant hashtags to their content to appeal to the right people:
This allows them to be part of their audience and to make a tangible connection with everyone who ships with them online. You can do the same by looking at who your target audience is and using their language and pop culture references to relate to them.
Are you business or consumer based?
When it comes to deciding on a light or a more business like tone of voice for your content, you need to decide whether or not you are talking to other businesses or straight to the consumer. If you are working with b2b sales you will likely need to be a little more neutral and formal than the same products being sold to the general public. Business owners don’t take well to jokes when doing business so you are best off keeping things simple and light.
Keep it light
Speaking of keeping things light: it is SO important that you keep your content positive, happy and in keeping with the theme of your business. It is sometimes tempting to talk about more serious things going on in the world and it is understandable that you may want to use your public image to peddle your ideas. However, this can often do a lot more harm than good. Leave the setups subjects for your personal accounts and keep everything else happy and positive throughout.
Relevance is a massive part of being online these days, because there are so many competing people and brands out there trying to steal the spotlight and make a name for themselves. If you are unable to stay relevant and with the times these days, you will disappear like a needle in a huge haystack and it will be difficult for you to really teach the successful heights that you are looking for. The best way to keep up with the times is to look at what is trending in the world and allow your brand to jump on the latest bandwagons when it fits.
As much as time of voice online is about being able to speak to your audience in a professional manner and stay in your audiences good books; it is also about being yourself and showing your personality as a company. Be yourself and let your story and your character shine through your content. This is the best way to build a relationship with your customers.