99% of Brand Voices Fail to Focus on What Matters Most: The Audience
99% of Brand Voices Fail to Focus on What Matters Most: The Audience
Is your brand speaking, but nobody's listening? Here's how to change the conversation.
Introduction: The Missing Piece in Most Brand Voices
You've poured your heart into your small business—crafted the perfect products, honed your services, and built a brand you believe in. Yet, when it comes to social media and marketing, something isn't clicking. The likes are low, engagement is minimal, and the needle just isn't moving. What's missing?
Chances are, your brand voice is talking at your audience rather than to them. In our experience as a video marketing and social media management company, we've found that 99% of brand voices miss the mark because they fail to focus on the most critical element: the audience.
Why Audience-Centric Brand Voices Matter
Imagine walking into a party where someone is incessantly talking about themselves without ever acknowledging you. Frustrating, right? The same goes for brands that center their messaging around themselves rather than their audience's needs and desires.
An audience-centric brand voice:
Builds Trust: Shows you understand and care about your customers.
Increases Engagement: Content that resonates encourages likes, shares, and comments.
Drives Conversions: When customers feel seen and heard, they're more likely to take action.
Stat Alert: According to a study by Sprout Social, 86% of consumers prefer an authentic and honest brand personality on social media.
Common Pitfalls: Where Brands Go Wrong
Self-Centered Messaging: Focusing solely on products or services without relating them to the customer's life.
Inconsistent Tone: Switching between formal and informal language, causing confusion.
Ignoring Feedback: Overlooking customer comments and messages, missing opportunities for engagement.
Overusing Jargon: Using industry-specific terms that alienate or confuse the audience.
Steps to Create an Audience-Focused Brand Voice
1. Know Your Audience Inside and Out
Create Buyer Personas: Develop detailed profiles of your ideal customers, including demographics, interests, and pain points.
Conduct Surveys and Polls: Use social media tools to ask your audience what they care about.
Example: If you're a small bakery, find out if your customers are more interested in gluten-free options or new cupcake flavors.
2. Speak Their Language
Use Relatable Language: Mirror the words and phrases your audience uses.
Match Their Tone: Are they playful and casual or more serious and professional?
Tip: Tools like AnswerThePublic can help identify common questions and phrases your audience uses.
3. Provide Value Before Promotion
Educational Content: Share tips, how-tos, and informative articles that help your audience.
Entertaining Posts: Use humor, stories, or behind-the-scenes looks to engage.
Visual Idea: Create a short video demonstrating a quick hack relevant to your industry.
4. Engage in Two-Way Conversations
Respond Promptly: Acknowledge comments and messages to show you value their input.
Ask Open-Ended Questions: Encourage discussions that provide insight into your audience's thoughts.
CTA Suggestion: "What's the biggest challenge you face in [your industry]? Share with us—we might feature your question in our next video!"
5. Test and Adapt
Monitor Analytics: Use platform insights to see what content performs best.
A/B Testing: Try different messaging styles to see what resonates.
Stat Alert: Brands that regularly analyze their social media performance are 17% more successful in meeting their goals. (Source)
Case Study: Turning the Spotlight on the Customer
Sarah's Home Décor, a small business selling handmade furniture, struggled with low engagement. Their posts focused heavily on product features without connecting to their audience's lifestyle.
What Changed:
Shifted Messaging: Started sharing tips on creating cozy spaces and DIY décor projects.
User-Generated Content: Featured customer photos showcasing their products at home.
Result: Saw a 150% increase in engagement and a 30% boost in sales within three months.
Check Out: Our recent video on Transforming Brand Voice with Customer Stories.
Conclusion: Make Your Audience the Hero of Your Story
Your brand voice isn't just about what you say; it's about what your audience hears. By shifting the focus from your business to the people you serve, you create a connection that's both meaningful and profitable.
Remember, in the crowded space of social media, the brands that listen are the ones that stand out.
Ready to Amplify Your Brand Voice?
We're passionate about helping small businesses like yours find their unique voice and tell stories that resonate. Whether it's through engaging video content or strategic social media management, we've got the tools to put your audience at the heart of your brand.
