If you’re a marketer or business owner looking to learn about social media strategies that convert, you probably have heard about Brand Awareness, Brand Value, Engagement, and Conversion, but how do all these terminologies work and how are they related?
The answer to the above starts with Brand Messaging, the story behind your brand! How your brand is perceived by your target audience, its personality, and the actual value it gives to people.
Ask yourself, does my brand have an identity? Is my messaging clear, and does it resonate with my target interests and values?
If you can’t answer the above without questioning yourself, keep reading!
Below we’re going to teach you what brand messaging is, why it’s important, and how you can create a brand message that converts.
What is Brand Messaging?
Brand messaging is how your brand communicates its own story, personality, and value proposition through verbal and nonverbal messaging.
It’s not just about your story, services, or products. It’s mainly how your target audience perceives your brand, your business or even how people perceive you as a person.
Your brand messaging has to shape how you want people to feel. It’s all about emotions and feelings similar to the ones we feel when we like someone.
Your message has to inspire, motivate, make your target feel something, add value to their lives and finally make them want to buy your products or services. Therefore, your message has to have a unique value proposition.
When building a brand, you need to know two things; who your target audience is, and what your value proposition is. Then, you can start building a brand message that is easy to digest and follow your target audience’s interests. Finally, your message needs to answer how people can benefit from your brand.
Why is Brand Messaging Important?
Through brand messaging, you can give people an idea of your values, you can give them a reason to do business with you, and it helps you distinguish yourself from the competition.
A strong brand message can help you build Brand Value, which means you will help your target audience engage with your brand and eventually convert it into clients.
Now that you have an idea of what brand messaging is and its importance, you might be wondering, “Now what? Where do I get started?”
So, let’s start with Brand Value.
Brand value is the perceived value of a brand with a target market. In monetary terms it can be valued as the brands worth, in marketing terms, it is how likely a market will take action based on their perception of a brand.
Brand Value doesn’t convert a client initially. Instead, Brand Value leads to a client’s engagement with the brand, which then, after multiple interactions, allows them to decide if they want to buy your product.
A person will rarely buy from a brand they don’t know or haven’t engaged with yet – George Hawwa
At Attention Experts, our social media marketing formula always starts with Brand Value; why? Because it represents the person’s journey with the brand, it also talks about the number of interactions they have had with it and the probability of a person becoming a client.
Want to know more about our social media marketing formula? Book a free 30-minute strategy session with our team.
How to Create a Brand Message on Social Media
With a complete understanding of Brand Messaging and Brand Value, now is your chance to learn how to create a strong brand message on social media.
First, before you start building your message on social media, it’s crucial you fully understand who you are.
Define your identity
- What is your brand called?
- What is your brand about?
- What makes your brand different?
- What is your value proposition?
- How do you want to be perceived?
Define your target audience
Then, decide who is your audience? What do they care about?
Create a buyer persona and see if your brand identity aligns with them. Then, ask yourself what kind of messaging will resonate with your target audience.
Define your image:
Create a logo and slogan that demonstrates your company’s values and philosophy.
Use colours that match your brand personality and identity.
Know your tone of voice and writing style
Choose a Social Media Platform
Once you clearly understand your target audience, choose the social media channels you want to be in.
- Remember that you don’t have to be on every social media channel, choose three, and make sure your audience is on that platform.
- Don’t worry about the followers; instead, focus on objective social media metrics that increase ROI.
- Be consistent with your message and post frequently.
Don’t just talk about you or your brand.
Be genuine! People don’t want to hear from a brand that only focuses on themselves. They want a message that solves their problems, gives them value and makes them feel something.
Communicate a message and start a conversation, be human! Ask and answer questions, participate in discussions, give feedback, and build a relationship with your audience.
Be smart! You lose the moment you start a conversation with “I, WE”.
Subconstently, the automatic reaction of the human brain is that they’re going to hear about you only and not about them. So your message has to contain a problem and a solution.
Tell a story
Building a story around your brand is fundamental to brand building.
Storytelling and brand run parallel and are very much the same in many different contexts. When it comes to businesses – the story is brand, and brand is the story. So being able to tell the brand story will elevate your brand and its services.
The better you tell your story the better your brand will be valued and perceived.
Let’s look at some examples:
Coca Cola often tells a story through their customer experience and uses slogans to identify the brand’s story. Slogans such as ‘Taste the feeling’ are often interlinked with the brand story.
In this case, the story is the feeling that the user will experience when tasting Coca Cola.
Airbnb is another excellent example of story and brand value.
Airbnb has a great way of communicating the consumer’s story and the service provider. It shares the story of what the user will experience when using Airbnb. It also tells a great story about what the service provider (usually the person letting out the apartments) should expect when it comes to their journey with Airbnb.
Brand Messaging Strategy & Frameworks
Once you have identified the above, it’s time to put it all together and work on your framework.
A framework is a conceptual structure that can be used to guide the overall strategy and all company divisions with the creation and understanding of the brand message and the management of brand assets.
Note that a framework is not a manual or guideline document.
Why it’s important?
- Increase staff productivity:
A brand framework includes the words and phrases you should be using, alongside your mission statement and value proposition — all in one document.
- Improves brand consistency
When you work with a framework, you prevent wasting time on campaigns and messages that are inconsistent or don’t reflect your brand.
Having a consistent framework across all channels will help increase revenue.
A strong brand message can convert, however, it does not have an immediate impact on sales.
In order for someone to have value with a brand, they need to have multiple interactions with that brand.
It has an impact on long term growth; customers need to feel an emotion first.
Example of a brand messaging framework:
Mission Statement: A short sentence that describes your brand.
Tagline: An elevator speech style that reflects what problem your company or product solves.
Value proposition: The added value of why you’re different from your competitors.
Brand Pillars: The real impact that someone can experience after using your product or service.
- The brand foundation: Define what your brand is about and what makes it stand out.
- The brand Identity: How your brand looks and feels.
- The brand experience: Does your brand reflect what they sell? Is your message consistent across all your channels?
Content Strategy: Identify your target audience preferences and the topics they’re more likely to engage with and how you want to position your brand in the market.
You can divide your content strategy into three categories or choose only one.
- Inspirational content
- Relevant content
- Thought leadership content
4 Social Media Content Strategy Ideas Using Messaging to Convert
The Call to Action (CTA)
In social media, the call to action is the part of your message that tells people what they should do next, for example, “BOOK NOW” – “GET A QUOTE.”
A call to action needs to have a clear and direct message. The more information you provide, the better it will be. You can also include what to expect after clicking on an ad.
Example of a good CTA :
- Avoid weak CTA such as “Learn More.”
- Don’t use a CTA to sell all the time. It turns people off.
- Don’t use many different CTA’s. It confuses the audience.
A good CTA should focus on giving a solution in the first place rather than focusing on the transformation only – Shani Taylor.
Create a unique headline, provide helpful information and be ultra-specific.
Use specific numbers or data.
Include rational words: Tips – Lessons – Ideas – Strategies – Facts …
Don’t start a headline with the word “I or We”.
Address your target audience.
Keep it clear and short. A long headline turns people off.
Remember, If you confuse your audience, you lose!
Depending on the funnel of conversion, the format and message could vary.
At Attention Experts, we’ve found that videos, carousels and short text descriptions work better in the attraction stage at the beginning of the funnel.
While single images and short videos with concise text descriptions and a call to action work better at the end of the funnel, or the conversion stage.
Something to keep in mind, the design, colour, font, and style are also important parts of your brand messaging. Keep everything on-brand and aligned with your brand aesthetic and personality.
The frequency of the message for a CTA
It’s ok to keep the communication going, but don’t saturate your message with strong calls to action. Remember that your message should always add value, and social media is not for selling. It’s for attracting and engaging with potential customers.
For example, if you post on your social media channels five times a week, include a CTA that refers to your website or promote your products only once a week.
How We Can Help You With Your Brand Messaging on Social Media to Increase Conversions
If you’ve read to this point, you’re likely very interested in growing your business through Social Media Marketing. If so, you should join our next FREE webinar to learn more about Social Media Marketing & ROI.
Each month our Growth Director, George Hawwa, presents a 30-minutes webinar to cover a new topic in the social media space. You will have the opportunity to learn, ask questions live and grow your business.
Wondering what our current topic is? Check out the upcoming webinar HERE.
George is in charge of Attention Experts’ overall growth and best practices. George shares some accolades: being named in the ‘Top 30 leaders under 30’ in 2007 by Entrepreneur Australia Magazine and having won ‘Outstanding Young Entrepreneur of the Year’ for 2018 at the NSW Business Chamber Regional awards.
He also currently lectures at Sydney University on social media strategy to Postgraduate students at the Centre for Continuing Education. In addition, George is a sought after speaker and educator on social media strategy and business.
Make sure to REGISTER NOW!
And if you need help with your social media strategy. You can also give us a call for a FREE Strategy Session. Our number is (02) 8069 9796 (02) 8069 9796 if outside Australia), or message us on Facebook at www.facebook.com/attentionexperts. You can also book a meeting with us via our website.