When it comes to social media, consistency is key. If you want your audience to recognise your brand, you need to be consistent to remain top of mind. Consistency in your brand allows you to grow your audience, increase reach and build on engagement.
Tone of voice
Your tone of voice describes the way your brand communicates with your audience. It’s really important to have a strong tone of voice as it influences how people perceive your messaging. It’s more about how you communicate with your audience, rather than what; your tone of voice represents your brand’s personality and its values.
To be consistent with your tone of voice in social media, you need to first take a step back and really begin to understand who you’re intending to speak to. For example, the way you communicate with first-time homeowners versus long-time homeowners will likely differ as their demographics (age, location, interests and aspirations) are not aligned. Knowing which group of people you want to speak to allows you to choose a tone of voice that resonates with your intended audience.
Having consistency in the way you speak with your audience can help them recognise your brand and as a result, help you to build larger social media following and a loyal customer base. Aim to communicate with your audience in a way that stays true to your company values. You know who you are, what you do and how that helps people; use this to form your tone of voice to make your communications more authentic and relatable. People like to support businesses they believe in and the people behind them.
Content
Post content that’s relevant to your audience and that shows you as an expert in your field. Content that’s relevant and authentic will elicit a response that’ll draw your customers in and encourage them to engage with your content and your business.
This doesn’t mean you’ve got to create something new every time. You can still position as experts by sharing other’s trustworthy and relevant content on social media. As long as the content is accurate and ethical, you’re on to a winner.
Posting
You don’t want to spam your audience with content, but equally you don’t want to post too little. Finding the right balance between frequency of posting and different types of content is key. For example, only posting about your installations twice a day, every day can cause an imbalance with your other posts, like the services your business offers that only goes out once a month. Once you’ve established a balance, you need to be consistent with sharing that content. Try creating a posting schedule that ensures consistency in what you share and when. You can use social media scheduling tools, like Buffer, to schedule each post for each channel you use, which will help you to stick with it.
You don’t need to post every day, but the more consistent you are with your posting, the more your organic reach will increase. Each time you post is another opportunity to reach your audience and maximise your reach.
Visuals and imagery
People are naturally visual beings attracted to things that are aesthetically pleasing, so you want your profile to have visual appeal. Following a theme is a great way to start. Your profile should reflect your branding, so creating posts with a colour scheme that links with your brand colours is a great place to begin. This’ll help with brand recognition and create consistency and coordination in your images and posts, appealing to that natural desire for pleasing aesthetics.
