How can you infuse brand personality into your B2B social media strategy and stop your social content being boring?
Here are some best practise points:
🎯 Take a look at your brand's core values, tone of voice and personality.
Do they give the platform to tell stories in a way your audience wants? Sometimes they can be a little dull so it's worth doubling down on the brand's personality traits and asking the question, can they be improved?
🎯 Think about these characteristics.
Do they help build a character that's distinctive to your brand?
What's interesting about them?
How do they converse?
Work out how these sum of parts come to life in your concept ideas.
If the concepts feel flat, then go back to the brand's tone of voice and personality traits.
🎯 Ensure your content has character.
The social space is noisy with lots of competitors vying to build their community and gain greater engagement. Think about how your brand's personality and tone will come across. You may be the Sage advisor, creating useful and educational content or the more of a Jester type, entertaining your community. More likely you'll have a number of these archetypes which can help define how your brand comes across, especially if you're in a startup or scale up phase.
🎯 Create and experiment with visuals that complement your brands personality.
Test graphics, videos, customer and employee stories to see how they perform.
Don't be afraid to push it, creative content is key!
In LinkedIn and other social platforms, short form videos perform well although there is recent evidence, people are getting video fatigue with statics being popular too.
A great example is Intuit Mailchimp
They have clear threads through out their social channels, from helpful tips, ideas on how you can be more creative with your marketing, mixed with some great business stories.
All the content is attractive, clear and clickable.