Comment trouver l’équilibre entre la voix et le ton de la marque et la concision du SEM ?

Brand voice is something unique that should be identified and established during the early stages of the business. It plays a major role in positioning your business in the stakeholder's mind and selecting a suitable brand position and sticking to it is paramount. The brand voice can also change based on what you're are trying to communicate to the customer.

Balancing brand voice and tone with concise SEM (Search Engine Marketing) copy is like making sure your outfit matches your style while keeping it simple. 1: Know Your Style: Make sure you understand what your brand sounds like – whether it's friendly, formal, or casual. 2: Use the Right Words: Pick words and phrases that match your brand's style. 3: Keep It Short: When writing SEM copy, you don't have much space. Be concise and to the point. 4: Highlight Key Messages: Focus on the most important things you want to say about your brand or product. Test and Adjust: Just like you might try different outfits, test different SEM copy variations to see what works best. Adjust your copy based on what gets the best results.

In the context of SEM, brand voice helps brands position their message ideally in the consumers mind. Brand should be able to change the brand voice based on the keywords being targeted in SEM campaigns to provide customers with familiarity and relevance. Personalised brand voices results in higher CTR rates and therefore ultimately, higher impression shares.

This is the heart and soul of your social presence. This is what gives your brand personality and humanity. When you speak in this way, you give your audience the space, the comfort and the desire to converse with you. This is how you build a reliable relationship with consumers.

A basic SWOT analysis will help marketers identify pain points, strengths, customer motivations & opportunities which can then be used to define your brand voice. The brand voice should be able to stay relevant to the customer in order to have a high top of the mind recall.

Writing an SEM copy can be tricky but mastering the art can do wonders. If we are to take Google Search Ads as an example, those 30 character headlines and a 90 character descriptions really do push copywriters to their limits. Makes sure to make the copy relevant to the keywords being targeted and always relate to the customer. Be concise in the message and avoid repetitions. Focus on USPs of the brand and use extension types wherever possible.

While being concise, use the characteristics defined earlier to make it relevant to the brand voice. Usage of emojis can also help emphasise the brand voice without the need to add more words and letters to the already limited ad copies. Always prioritize simplicity and clarity, avoid using jargon, buzzwords and complex language that might confuse your audience.

This is really an exercise in copywriting: where strategy meets creativity. The best way to find this balance is to know your brand voice/tone inside and out and PRACTICE. Have fun with emojis or colloquial phrases. Be human.

Writing compelling customer content that also ranks well in search engine marketing (SEM) is quite a challenge. It's a unique aspect of digital marketing, distinct from traditional offline methods. One approach is to treat it almost mathematically: start by listing relevant keywords based on search volume. Craft your content, leaving spaces for these keywords. Then, strategically insert them in order of importance. While it may not and should not always be perfect, achieving a balance between keyword integration and readability is key 😜

Looking for a brand who does a stellar job at this? Look at Wendy's Twitter. They are amazing at this. Their tone and voice are extremely clear. They can effortlessly adapt their voice to any trend or conversation because they know who they are. The brand has become human.