Discovering the Voice for Your Bail Agency's Social Strategy

• January 06, 2014
• by Courtney Gordner
• Marketing
• Social Media

Editor's note: This article was written by an industry professional and guest contributor. The views and opinions in this article are of the author and do not reflect the views of AboutBail. If you are interested in becoming a guest contributor, send an email to [email protected].

When it comes to marketing your bail bonds agency through social media, you need to follow a set of general guidelines. Believe it or not, the guidelines are pretty much the same no matter what kind of business you run.

One of the most important factors for a successful social media campaign involves using a centralized voice – you need to focus your social efforts by tailoring posts and status updates to a single strategy. For example, if your business is quirky and funny the tone of each post should emulate your quirkiness. The tone or general strategy can also be referred to as your voice.

Mastering your social media voice can be a bit difficult, especially when it comes to a bail agency. There are so many different tones and strategies you can choose from, but few will be truly effective.

How to Discover Your Voice

Before you do anything else, you need to discover or identify a good voice for your agency. It's going to come down to the audience and type of demographic you want to reach. There's nothing wrong with focusing ads and social posts on multiple demographics either, you just need to keep your voice the same throughout.

How do you discover your voice? How do you know which tone is the most effective one to adopt? Should you be silly or serious? Should you focus on advertising your bond agency and services, or should you highlight suggestions and advice for potential customers?

The best answer anyone can give you is never be afraid to try something new. The only person who knows your audience and customer base best is you. Pick a tone you think is going to be successful and go with it. If it doesn't work out, then try another. Of course, you don't want to change too often – this gives the impression you're finicky – but it's okay to test the waters before you dive right in.

Consider these points when deciding upon a "voice" or tone:

• What do you love most about the work you're doing in the bail bonds industry?

• How can you give back to the community through your social accounts?

• How can you help those in need, more than just assisting with bonds?

• What experiences can you share through social media?

• How can you encourage community interaction?

How to Channel Your Voice Properly

Once you've found a voice to fit your agency best, you need to channel your voice appropriately across all platforms. Every social network is different, so even though you need to use a single tone you still need to adhere to each platform specifically.

For instance, Facebook favors much longer posts making use of images, videos and text, which should encourage general interaction. Adversely, Twitter focuses on a simple, effective message to encourage retweets, favorites and replies. You need to keep the same tone for both networks so customers who cross-use platforms won't be confused. Plus, it helps you stay more organized all around.

You could share bizarre experiences you’ve had in your industry to generate buzz about your company. If anything, the buzz will imprint your company name into people's minds so when they do run into trouble with the law, they know to come to you, which is the whole point to marketing and advertising in the first place.

About the Author:

Courtney Gordner is a journalist/blogger who has a passion for Internet marketing. Courtney love giving marketing advice to all companies, specifically bail agencies and lawyers like Motorcycle Attorneys.

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This article was written by an industry guest contributor. If you are interested in being a guest contributor or have an article suggestion, please send an email to [email protected].