In a world where content is coming from every direction of your customers, online marketing professionals need to remember the importance of the brand’s voice. It is essentially the personality of a brand. Brands are held to account by customers and judged by their actions. They also have become more prevalent since the onset of the COVID-19 pandemic. Customers’ online activities have increased. Therefore, they pay more attention to the brands’ messaging and have a higher-level understanding of the brands’ tone, personality, and functions.
What is Brand Voice?
When most people think of branding, the first thing that comes to mind is usually visual stuff. Brand voice is often seen as an addition, even though it is essential in building the foundation for a sustainable and robust brand identity.
Branding builds businesses that survive. The most loved and longest-running companies are those who understand this. Businesses invest in building a consistent presence and personality that is immediately recognizable to their overall marketing strategy.
The brand’s voice is the tone, style, and language of the brand’s communication with its customers. It is the voice of a brand identity.
What is Personalization?
There is no need to tell any of us how crucial personal touch is to marketing and sales. A short conversation with the cashier at your local convenience store strengthens your relationship and brightens your day. In e-commerce, personalization is all about trying to capture the same magic by the information we’ve got about our targeted customers, i.e., their social media profiles, previous purchases, abandoned shopping carts, and more.
Personalized sales marketing involves collecting data related to your targeted customers and creating marketing experiences that target specific customer types through your content.
Increasing personalization strategies for services by brands and providing personalized customer experiences change customers’ behavior towards brands, making brands more personalized. It is one of the most influential boosters for brands today that enhances customers’ buying journey and provides a more secure and personalized future experience by brands.
How to Improve Your Sales with Personalization?
68% of companies have made it their top marketing priority, yet 53% of them lack the essential tools needed to make it successful across the board.
Also, businesses participating in the Boston Consulting Group survey indicated that they expected annual revenue growth of between 6% and 10% due to their personalization efforts.
1. Use the Recipient’s Name in the Preview Text of an Email
If you are operating out of a sales automation platform, you will have the option to use a personalization token. It’s simply a way to fill in the fields from the contact’s profile, making messaging more subjective. If you do not see the open rates as you expect, try including the contact’s name in the preview text.
2. Keep Things Simple
Personalization can also be found in small things on e-commerce websites. If you note that a particular person goes to buy the same product every month, why not give a coupon to encourage him to do so regularly?
You can also play with the customer’s car. Often, it is filled with products that they have not yet purchased. They are effectively window shopping online.
Most websites already save carts when people leave, but they often forget to capitalize it. When your customer returns on your site, send them an explicit notification of their cart as a reminder.
3. Send a Handwritten Note
Nothing is more personal than a note. Also, a neuroscience study found that physical ads are actually more emotionally stimulating than digital ads. A notecard is tangible and is considered subconsciously more real by our brains. Offline engagement platforms can now leverage AI technology to replicate Rips’ handwriting. It can be a huge time-saver and makes it more possible to use it within existing sales cycles.
How to Improve Your Sales with Brand Voice?
1. Brand Tone must Speak to Your Target Customer
Before your business builds a branding strategy, it needs to create buyer personas, fictional characters that symbolize and fully represent their ideal customer.
All branding must be built on the target customer at its core because you cannot sell effectively to people you do not understand. You have to speak their language: what do they have to do at night? What are the problems that you can solve?
Each business has at least two to twenty purchase persons, so it is essential to identify and map each of your different customer types. You need to understand your target audience, wants, needs, love, hatred, and aspirations to maximize the impact of your brand strategy.
2. Perfect Your Brand Language
Words are directly related to how we see the world. This is why it is essential to use authentic language for your brand in all advertisements, blogs, e-books, web copy, and other company marketing content.
Here are some simple ways to pay attention to the language of your brand:
- List the terms of the industry used by your company.
- Stay away from any jargon that you want to stay away from.
- Identify any topic or phrase that may be the cause of compliance issues.
3. Treat Your Brand As A Person
Voice is about personality, a human trait. So, think about if your brand were a person, what kind of person would it be? Adventurous? Careful? Funny? Formal? Introspective or Outspoken? Choose and let your brand serve as a person to its ideal customers.
Do you want to grow your brand voice and increase your sales by taking the benefit of personalization? Call us at +1 386 400-6112. Our experts will give you a free consultation about building your own brand tone and increasing your sales in 2021. You can also write to us at info@zytalinfo.com.