Synchronized Online Message Tips.
Online audiences respond to familiarity. Decisions to buy or follow are based on trust. A trust that your product or service will satisfy their expectations. And the best way to earn and maintain their trust is through a consistent online message that continually reinforces your core values regardless of platform.
Synchronize Your Online Platform Team
To help understand this view your different platforms – Twitter, Facebook, Instagram, Pinterest, LinkedIn, whatever – as members of a football team with your website as the quarterback. For the team to be effective each member must work together, following the quarterback’s lead. If say in football a guard pulls left when the play is designed to go right the team is not in synch, creating confusion, and, ultimately causing the play to break down.
The same applies to your digital marketing plan. Every one of your social media platforms must reflect your website’s core message. If, for example, your website’s aim is to save old growth forests in the Pacific northwest but your Facebook page is devoted to the joys of Mediterranean cooking, your message is not in synch. Instead of helping its hurting, clouding your core values, sabotaging the trust of your niche followers.
Worthy Example of a Synchronized Online Message
For a five-star example of a synchronized online message look at North Face. Every one of its online platforms – Facebook, Twitter , Instagram – all perfectly reflect its core message of “Never Stop Exploring. There’s no deviation. No wandering. No doubting in what North Face represents. Every photo, every headline, every video, regardless of platform, reinforces its get-outside-and-push-the-limits message.
Tips on Synchronizing Your Online Message
First, define your core message. You can read more about this on a previous blog cleverly titled Defining Your Core Message.
Once you have your core message consider:
Content Tone – Are you serious or funny? Informative or entertaining? Political or apolitical?
Photos – Are they action shots or posed? Do they employ models or real people in the field? Are they follower submissions? Are they color or black and white. Are they dramatic? Off-beat?
Don’t underestimate the power of photos. The photos you choose serve as powerful hooks for snaring the interest of first time visitors to your website and become your identity. Patagonia towers as a prime example. Every photo –catalogue and website- captures real people, reconfirming the company’s proud-to-be-a-dirt bag image.
Repurpose Content – Use content employed in a blog on other platforms. This gives new content legs, increasing reach through multiple channels, while reinforcing the same message.
Colors – Give thought to the background colors you choose. Are they bright or dull? Neon or earth tones.
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