Keynotes Lesson 5

Key takeouts

Your TOV is a key element of your business’s identity,

and will help you stand out from your competitors

Your TOV should be unique to your business

it’s how you interact with your audience

Be consistent, but give yourself room

to adapt your TOV depending on the situation

Create a TOV Guideline Document

to share with other employees

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Lesson 1 - How to Defining your target audience

1. Some useful expressions 2. Why is it important to understand your target audience? 3. Making your social media marketing more effective 4. Informing your social media marketing strategy 5. Defining your target audience 6. Key takeouts Quick Links Digital Marketing Target Audience Social Media Marketing Online Presence Content Marketing Audience Traffic

Lesson 5 - How to find your brand voice?

An introduction to the tone of voice with s ome useful expressions The tone of voice how your business speaks – the expression of your values and identity through spoken and written language. Shortened to TOV. Conversational - This is used to describe a personal TOV that speaks to your audience in an informal, genuine and friendly way, which is especially important on social media. Feed - A list of content relevant to an individual user, that is curated for them by each social platform. It’s often created by gathering a recent selection of social posts from within that platform. Each platform gives it a different name. On Facebook, it is called News Feed. TOV Guideline Document - A definitive description of what your business’s TOV actually is, and how it should be used. It’s designed to be shared with your employees so all communications from your business are consistent.

Knowledge Check Lesson 5

Question 1 of 3 Which of these three statements accurately describes what TOV is? A by-line to include in every post, which describes your business's personality and offering An expression of your business's personality through the language you use A set list of words that businesses must use in every social media post Question 2 of 3 Changing your TOV frequently can help to keep people engaged. True or false? True False Question 3 of 3 Creating a unique, personable tone of voice for your business can: Help your customers feel they are developing a real relationship with you Make your social profile rank higher in search listings Mean you don’t need to post as much visual content on your profile page Click Here to Check Answer

What is the best way to engage your audience?

Post often is the best way to engage your audience Your followers will stay interested if they hear from you on a regular basis, and the more you post, the more likely people are to see your content. The “recommended number of posts per day” is a bit of a myth. Some marketing experts advise sharing content at least once a day and some say as often as 2-3 times per day across your social platforms. The key is to find what’s right for your business. As long as you have something worth sharing, it’s fine to post. However, you should be wary of spamming your audience, as this can create a bad user experience. Think about the social channels you’re using. One may be very fast moving and suit a business that is able to publish quick, small pieces of content. Another may be slow-paced and suit a business that is more likely to publish once or twice a week. Really think about how you can keep up with the pace of the channel you’re active on. As you post, make sure to look out for com...

Knowledge Check Lesson 3

Question 1 of 3 Inviting all of your friends to follow your business profile, regardless of their interest in your business, is the best way to grow an engaged community. True or false? True False Question 2 of 3 Complete this sentence: Growing an online community is important for your business because... A large follower count intimidates your competitors It helps you build relationships with new, and existing, customers It means you don't need to deal with customer service emails Question 3 of 3 Which of the following is least likely to build an engaged following on social media? Including your custom URL on traditional media such as posters, leaflets and business cards Creating interesting and engaging content relevant to your audience Repeatedly posting on the profiles of other businesses asking people to follow you Click Here to Check Answer

How to make your social media marketing more effective?

Making your social media marketing more effective Understanding your target audience is key to the success of your social media marketing strategy. Remember: The social media community is vast and it can seem tempting to try and appeal to absolutely everyone. But this is not the right path to take. Engaging everyone means broadening your message and, as a result, losing your unique identity. Instead, be really clear about who you are targeting. This will help you understand how to appeal to them on social media, ensuring you engage with the right people at the right time. Go beyond their demographics and consider when and why your business would appeal to people. Focusing your efforts on the right people is the first step. What else can you do to ensure the success of your social media activity? Let’s look at how Vihaan used a deep understanding of his audience to make more informed decisions: Toy shop owner, Vihaan, knows the importance of understanding his targe...

What are the benefits of using Images and Videos?

Use images and video To easily capture your audience’s attention, share images and video. The more exciting and engaging they are, the more likely people are to stop and look while scrolling through their feed on their smartphone or computer. Make sure you always have your audience in mind, and constantly be asking yourself: what content would be most interesting and engaging to them? Top tip: While it’s tempting to post adorable pet photos or funny memes, if these aren’t relevant to your business they may just irritate your followers. Remember to keep your content appropriate to your business and interesting to your audience.

Informing your social media marketing strategy

Informing your social media marketing strategy Placing your target audience at the core of your decision-making process can inform many elements of your social media marketing strategy, such as: The type of content you post (images, videos, and blogs) The way you highlight your business’s unique identity The way you share information about your products and services The best time of day to post The best channels to post on For example , You wouldn’t advertise your Mumbai street stall to an audience in Bangalore, and you wouldn’t advertise your restaurant’s breakfast menu at dinner time. It may sound obvious, but these are easy mistakes to make when first starting out. A clear understanding of your audience allows you to use your time and energy more effectively when you’re creating your social media marketing strategy. You can plan your activity around your target audience, only publishing posts that are relevant and exciting for your audience. We will discuss how to ...

Why is tone of voice important?

Why is tone of voice important? A unique TOV helps differentiate you from your competitors. It gives your business a distinct identity, and helps build an emotional connection with your audience. Get it right and they’ll feel like they’re developing a one-to-one relationship with a person rather than a business. Your TOV also lets people know what sort of business you are and what they can expect from you. For example, a bank will often speak with a factual, authoritative and reassuring tone to let you know they are experts you can trust with your money: “Our secure saver accounts offer steady returns year-on-year.” On the other hand, a clothes store might take a lighter, more personal and conversational tone to show that they’re a fun, friendly place to shop: “It’s time to get dressed for summer – and we’ve got the latest looks!” Top tip: Think about how you speak to your customers through your traditional marketing. You should mirror this through your social media ma...

How can you engage your audience?

How can you engage your audience? You’ve most likely already created great customer relationships and know how to capture your customers’ interest in the real world. In earlier lessons, we also explored your target audience – understanding their needs, interests and ambitions. This is a really good place to start when building your social presence, and we’ve got some great tips to help you keep your business at the top of your audience’s mind.

Digital Skills - Understand Audience

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Lesson 1 - How to Defining your target audience