How to Build a Reputable Brand Voice Online

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60 percent of small businesses are online, and out of that, about only 12 percent have a reputable brand voice online. This is according to a global Redshift survey conducted in 2015.

Small businesses are not as connected as we think, and for the majority of those who are connected, they are not doing a good job of building a reputable brand voice online.

The most common excuse given by small business owners is that their business is too small. No business is too small to create a reputable brand image. In this blog, we are going to teach you four strategies for building an online voice.

Create value

The first step to building an online brand is to understand the value you bring to your customers. This goes beyond sales, deals and price. How do you change your customer’s life? Which pain-points are you solving?

People become big advocates of products they believe in. If you’re truly making a difference in your customer’s minds, they will spread the news like wildfire online.

Research your audience

This step is probably the most important step of them all. To create the right content pieces for your brand, you need to research your audience.  Some questions you should be answering are:

  • How old are your ideal customers?
  • What are their main pain points?
  • What age range are you targeting?
  • Are they married or single?
  • What is their household income?
  • What do they like?

Based on your research, you can give your brand a voice. Some businesses prefer to be quirky and funny, while others prefer a more serious approach. It all depends on the audience as well as your offering. If you’re speaking to a bunch of young adults, for example, you can get away with a more relaxed approach. But if you’re speaking to retired folks, perhaps you’ll be better off remaining a little more professional. Nonetheless, however, we believe that every brand should have a little bit of humour in their content. This is because everybody likes a good laugh. To learn more about using humour in content, read our previous blogs here.

Keep the following in mind:

  • Remain consistent with your brand voice.
  • Don’t try to be someone that you’re not.
  • Build content pieces that speak to your audience, not at them.
  • Have an open mind and let creativity flow. It’s okay to go with trial and error.

Choose the right online channels

Work to build your brand through the right channels. There are many small businesses who make the mistake of using all online platforms to advertise their services. This not only wastes time, but it is also not ideal for a small business with limited resources. Choose one or two online networks where you know your audience frequent.

Have a content strategy. Know when you will post and what you will post. Build your brand through repetition and put your ads in front of your audience using behavioural targeting. Don’t make the mistake of leaving your social media pages or your blog dormant.

From an SEO perspective, make sure that your brand name and tags can be found in your meta descriptions and profile bios. This will help your business appear in search engine searches. Also, create paid or sponsored search engine ads to reach a wider audience.

By creating consistent messaging throughout the buying cycle, you allow consumers to recognise your brand and identify with your voice.

Keep feeding your online reputation offline

When sending emails, make sure you direct prospects to your website and social media pages. If they don’t purchase from you, at least they can follow your brand and remain informed about new products.

Also, leverage any existing offline partnerships you may have. Ask people to share your Facebook page or a tweet you just posted. This will help put your brand out there.