You’re probably in the habit of regularly posting content to a wide range of marketing channels, including your website and social media pages. However, when you have your fingers in many different pies, your marketing drive could easily unravel into an unruly mess.
This is particularly true with your company’s tone of voice. This should be kept consistent throughout your content – but why and how should you ensure this? Here are a few pointers.
What does “tone of voice” actually mean?
You might have long assumed that you know what exactly constitutes “tone of voice”. However, it can be easy to confuse “tone” with “voice”, that you may too often mistake one for the other. You need to realise that “tone of voice” is more than just your corporate “voice”…
The latter refers to your brand’s personality, as Twitter explains. Depending on what exactly your firm does, you probably settled on its brand at an early stage. A law firm, for example, could adhere to a very formal brand, while a purveyor of ice creams is likely to favour a much quirkier style.
“Tone”, meanwhile, concerns how you might apply the voice in particular contexts. To this end, while your social media content may use a casual and conversational style in keeping with how people typically use these platforms, your tone could turn more serious when you are handling customer grievances.
Why should your tone of voice be kept consistent?
As we have made clear, you might want to slightly vary your tone of voice depending on when and where you use it. Nonetheless, there should remain a significant degree of consistency in how you deliver that tone of voice – and there are good reasons why.
One reason is that, as the Content Marketing Institute explains, it can make your voice more distinct and recognisable – and thus, easier to differentiate from competitors’ voices.
Furthermore, when a customer sees a company using the same tone of voice across multiple channels, it can help to give this customer the impression that the company is consistent and reliable.
Just say the word – but the right word
When crafting your tone of voice, you should carefully consider your target audience. If you wish to reach out to people of various reading levels, you are advised to stick to shorter words, as these will be easier to understand. However, longer words can have their place; they hint at sophistication and nuance.
All of this still leaves the question of when you ought to use jargon. Keep in mind that the phrases you use should not conceal the truth and induce confusion; it should be jargon that your target audience would easily comprehend. The right jargon can be time-efficient and foster the feel of a specialised community.
As Business 2 Community says, striking the right tone of voice can see you balancing between formal and casual – or you might prefer to think in terms of seriousness and humour. Regardless, here at Tunafish we can help you to strike just the right balance with your own creative content.