Module 3: Enhancing Touchpoints with Contagious Content and Conversation Unit 1: Stimulating Community Interest, Excitement, and Interaction
you're recognized as a legitimate community member, comfortable openers and ice breakers that help audiences settle into a relaxed environment, native video content that appears naturally in users' feeds, and virtual events that provide opportunities for community members to connect with each other.
CONSISTENT BRAND VOICE
A consistent brand voice is essential for building and maintaining strong brand identity throughout the customer journey, especially in the mid- funnel stage. Salesforce research shows that 80% of consumers claim "authenticity of content" is the most influential factor in following a brand. This consistency provides more opportunities for audiences to recognize and trust your brand. To achieve this, you need to define your brand's values, personality, and tone of voice in your brand guidelines. The Nielsen Norman Group identifies four key dimensions for analyzing and developing your brand's content tone: funny versus serious, formal versus casual, respectful versus irreverent, and enthusiastic versus matter-of-fact. As SproutSocial notes, "Brand voice matters because you want your brand to be consistent and recognizable. Brand awareness succeeds
Fun-loving Facebook Experience
Holistic Lifestyle
Target maintains a light-hearted and often humorous tone
Intel uses a knowledgeable and informative voice
Mixed Reality Enthusiast
Turning Marketing Upside Down
135
Made with FlippingBook interactive PDF creator