All too often I see brands and companies not using their target market’s language when they write copy for their website, post to their social media profiles and structure email marketing campaigns etc. It is pretty easy to fall into the trap of speaking too professional or being dry when writing language or other copy for promotional materials. If you havent already be sure to read my other posts about how to set up a killer social media campaign .
A company recently that has gotten this right as far as their social media campaign is concerned happens to be Ihop they have certainly done their research and know how to speak in a language that engages their target audience. As a result they have generated some buzz.
I think brands can learn a lot from Ihop and other companies doing similar thing in the social media realm. A good way to get started is of course to conduct some research into your audience and what they are doing within their social media profiles and the sort of language they use. This can be as simple as using some sort of free social media monitoring tool to see what users are saying about your brand and looking at the language they use.
For example, if you are a law firm you would use more professional language than a skateboard brand. Essentially it is important to speak to your target audience and engage with them appropriately.