To be sustainable, a business need to make sales. To make these sales, the organisation needs to attract people who are interested in what the company offers to clients. There are several ways in which leads can be generated (in our article, entitled Lead Generation 101: All You Need is a Vision and Visual Content we share what the foundation of a good lead generation strategy is). Some of these leads are hot, which means that you don’t need to do much to convince them to buy from you. Some of these leads are lukewarm, which means that they are interested but need more convincing about your company and what you offer. The trick is that you need to convert these lukewarm leads to paying customers so that they don’t turn off your offerings entirely and go to your competitors.
If someone saw your content on a different channel, or without your logo attached, would they know that it came from your brand? Without careful planning, you could end up with content produced in a jumbled assortment of tones and voices which may not use language consistently or provide a clear and consistent image of your brand.
More common in larger organizations and often exacerbated by external entities like agencies and freelancers, an inconsistent brand experience can nevertheless be a problem for businesses of all size.
Though some might think a brand that sounds human is more important than one with a consistent tone, a brand voice isn’t necessarily about sounding non-human: it just means creating a voice that is consistent, and positioning your organization as an authoritative and easily recognizable source of information for your area of expertise.
So we’ve all heard of brand name strategies and we’ve all heard of content strategies. But despite what most may think they are not actually the same thing. It’s true that they fall under the same umbrella strategy yes, but in truth their differences are as great as the textures and uses of the shaft vs the canopy, they make up one very useful item but are used and understood differently while at the same time still connecting and supporting each other.
This is the very nature of business strategy when done right. Different components all working singularly in a greater master machine, all independent in their importance yet moving together like cogs in an engine.
So in our quest to oil up those gears, let’s start by examining how they fit together.
Dealing with cost objections happens from time to time – people are careful when it comes to handing over their hard-earned cash. Here are our tips for this typical marketing issue.
GDPR. You’ve heard about it, you’ve seen the acronym around town, and you’re worried. We get it. Here’s why you shouldn’t be.