Within the digital marketing space, many tend to use a “divide and conquer” approach when it comes to utilizing different traction channels. The downfall of this strategy is the risk of losing a consistent brand voice between channels, making your identity seem sporadic to consumers. Maintaining a unified presence on social media platforms, through paid social ads and organic content, is critical to triggering instant recognition, as it is often a consumer’s first touch point with your company.
1. Post social content consistently
When a user comes across a paid ad in their Facebook or Instagram feed, it is not uncommon for them to seek out your company’s page to learn more. At this point, their opinion of your brand is developed through social proof, meaning they assess the quality of your content, followers, and engagement. Redirecting to a neglected social page, with limited posts and poor engagement, will develop uncertainty and a lack of trust within the consumer, no matter the quality of the initial ad. Make sure you are posting frequent, on-brand content around once-a-day to gain social proof and strengthen your brand’s voice through the funnel.
2. Avoid publishing social ads that are too “sales-y”
The copy in your social ads should reflect the copy you use on your organic posts. If your ad is too promotional, social media users will immediately recognize it as an ad and scroll past. Try capturing the attention of your audience with words that are funny, relatable, quirky, or unique, while staying within the scope of your brand’s voice.
3. Develop distinctive, high-quality imagery
Make sure you choose a continuous visual aesthetic for your social feed and stick to it. Whether it is minimalistic, color-focused, etc., make it distinctive and unified. It is recommended that you use very similar, or even the same, images and creative content on your social page and in social ads. Post high-resolution pictures, experiment with different settings, and utilize influencers who fit your brand.
4. Update your ads to maintain relevancy
Once you have found success with certain ads, it is tempting to leave them running. However, it is important to be continually optimizing and maintaining relevancy within your paid social campaigns. Utilize seasonality, highlight new products, and constantly be checking that your most current ads and social posts are following the same direction and reinforce the same brand identity.
The most successful brands all have one thing in common—they are instantly recognizable by millions. Following these steps will strengthen your brand’s voice for a cohesive digital presence across all channels.