The corporate tone of voice (TOV) is an ingredient of good online and offline communication. Thanks to this tool you can allow your business to present itself in the best possible way and conveying the right values for your reality. But also for a specific target. A good marketing agency should at least propose to the company to think about the TOV to import a communication project.
Because it is thanks to the tone of voice of a company that the salient points for interfacing with the target are determined: you can decide to appear serious and detached or friendly and available . It depends on the company’s tone of voice, do you want to find out more? Here is a series of reflections to introduce this strategic tool.
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What is corporate tone of voice?
Corporate tone of voice is the way a brand communicates with its audience, using words and syntactic structures that convey specific values that characterize the very essence of the company . This allows for effective, structured and coherent communication.
One of the problems of professional communication for companies is the fragmentation of messages. On social media you work in a certain way, on the website in another and in business letters everything changes. This approach arises from a total lack of TOV . Which should provide guidelines.
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What is this element for?
This approach to corporate communication helps companies differentiate themselves from the competition and communicate their brand values to the public. Without an adequate TOV you risk getting lost in the great sea of indifference and, above all, you can appear ineffective, confusing, inconsistent.
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To better understand what we are talking about, it is useful to make an example. Let’s take Apple as a concrete case that allows us to clarify this aspect in great detail. Here is an advertising video that allows you to clearly understand the difference between two different communication styles.
Apple’s tone of voice is casual, friendly, far from bureaucratic and creative. Comparative ads that compare the Mac style with Windows allow to enhance the characteristics by defining the difference in the corporate tone of voice between these realities.
How to find the TOV parameter
You need to study and define in advance the way you want to communicate with your audience to give yourself precise characteristics. And make sure that your brand appears exactly as you want .
Specifically, corporate TOV includes copy and visuals, but also how you use all of this in every format and content. That is, emails, landing pages, blog posts, leaflets, brochures, and more . Words and images determine how your customers see and evaluate your strategic work.
That’s why it’s important to find out how to south africa email resource identify your company tone of voice. Which is different from your brand voice, which is the general and general perspective, personality of your brand. Your tone of voice refers to the way you communicate with your audience, with the rest of the world. Including your competitors. How do you find it?
Define the values
The first point is the most important: you have to identify the company values. Big companies also do it through public sections of the website, but what is needed is to have a brand value with clear definitions of the virtuous points. For example, look at what happens on the Microsoft portal . This is the copy:
Empowering others. Our mission is to kob directory empower every person and every organization on the planet to achieve more.
Based on these statements, a list of core values can be determined that allow you to lay the foundation for a corporate tone of voice. Microsoft is not the only brand that works with such precision and you can do it too, especially in view of the next step.
Set a communication style
This is the heart of the work that is useful for defining the tone of voice of a company . To apply the TOV you can use the standard contrast between the four dimensions of tone of voice according to Nielsen Norman Group to find out where your brand falls in each category:
- Funny vs serious.
- Formal vs casual.
- Respectful vs irreverent.
- Enthusiastic versus concrete.
Based on this matrix you must define which vocabulary to avoid and which to use, defining any grammatical rules and rules of interaction with the public. In practice, this is where the structure of the corporate tone of voice is defined.
And you do this by trying to decline all in relation to the channel. To simplify the work I recommend you use the free Semrush template to create your corporate tone of voice guidelines.
Apply it everywhere at best
The time comes when what you have decided thanks to the analysis of corporate values and strategic matrices must be put into practice. In every context, without exclusions among everything that is published online and offline.
So you have to create and/or review all the texts. And train copywriters, employees, press officers and authors: from now on, corporate communication must follow very specific criteria. Obviously, the skill is aimed at the ability to decline the tone of voice instructions around each communicative expression.
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Do you need your company tone of voice?
As you can well imagine, it is not easy to find a corporate tone of voice. And it is even more difficult to apply the parameter to every single communicative expression. For this reason, it is essential to proceed in a structured way , with adequate professionals at your side. Do you agree?
Local SEO reviews are a resource that is impossible to ignore. The reason is simple: to make a decision you need good advice. And when you are traveling, away from home or in any case in a situation of mobility you cannot waste time with dozens of comparisons. You need information.
Concrete information. And verifiable. Google has always given great value to user reviews in positioning for local SEO and today we want to address this point: to what extent can customer opinions benefit your work ? How can you outdo your competitors by collecting good reviews from those who have chosen your product or service? Here is a guide to using reviews in local SEO.
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Why are reviews important to Google?
The concept of prominence in ranking factors
Need to increase reviews for local SEO?
Other Benefits of Reviews for Local SEO
Ask for a consultation to manage reviews
Why are reviews important to Google?
Reviews can be positive or negative. But those that speak well of your product or service help you. Especially if there are many of them and they have been left on the Google My Business platform . As you well know, this solution allows you to insert your brand on Google for geolocalized activities.
For example, do you want to position yourself on the maps? You need to open a Business Profile account (the new name for My Business) and provide your details: this way you can get all the benefits . Also a tab where you can collect customer reviews. Well, for Mountain View these interventions are a positioning factor: the more positive reviews you get, the greater your visibility on the search engine.
Must Read: How to Manage a Google My Business Profile
The concept of prominence in ranking factors
We said that we need to focus on the importance of reviews in local SEO . In fact, Google allows us to obtain and study clear references to this very important activity.
On the page dedicated to how to implement ranking in geolocalized results we can read a fundamental passage regarding prominence , or the level of brand awareness.
“Prominence refers to how well known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking (…). Google review count and review score factor into local ranking. More reviews and positive ratings can improve your business’ local ranking”.
