Branding used to focus on broadcast ads, print media, and newsletters before the introduction of multiple social media platforms. Social media is now such a powerful marketing tool with benefits that are worthwhile.
Cultivating your brand on social media is an essential strategy that will drive the growth of your business. The more people know about your brand online, the more you will sell your product or service.
A brand is not about a fancy logo or a colour scheme – it is how you make customers feel.
Therefore, your brand’s approach should be consistent across all touchpoints and in line with the current trends that rule the marketplace. Your brand vibe on mainstream media should match the tone and voice in your email and social media if you want consumers to recognize and connect with you better.
Reasons for Improving your Brand on Social Media
When you improve your brand’s strategy on social media it;
- helps increase awareness of your brand
- builds authority within your industry
- engages your audience and reaches new audiences
- drives traffic to your site
- allows you to communicate with customers and new prospects on another level which helps foster lasting relationships
- ensures a performing customer service
- offers valuable insight and feedback
How to Improve your Brand on Social Media
To build and improve your brand presence on the right networks that get the attention of potential customers, implement the following 8 strategies:
1. Develop new goals and strategy plans
It is vital to have a SMART goal in mind that you can work toward using unique strategy plans. For example, the techniques for driving sales will differ from the ones that improve customer service.
Challenge and change your thought process first to put yourself out there. For your brand to be visible and reliable, you have to maintain a consistent online presence that is felt regularly. Designate or outsource the team responsible for social media and define their roles clearly.
Ask yourself what is your expertise and entirely focus on it. Assess your strengths and weaknesses in that particular industry and what you can do to leverage those qualities. Determine the specific audience you want to focus on. Not everyone is interested in your product, so keep your message relevant and concise to the target audience.
2. Create a unique and consistent brand identity
Your business should develop and articulate a compelling, cohesive and clear brand identity unique to your target audience and in line with your brand image and personality. Cover your visual branding basics by having a consistent logo, bio or profile, colour palette, graphics fonts, and a social media handle that people will recognize as your brand. Audit and update the aesthetics frequently.
Establish a unique personality that humanizes your brand by interacting like a human being in a welcoming voice and tone. Adding a sense of humour is a plus. You can switch up the tone on different platforms, but you should present audiences with a consistent voice.
Your team should be on the same page in terms of the image or voice you want to present by creating a branding style guide and sticking to it. Consistency across your social media platforms and website will help people to recognize your brand quickly and increase its awareness.
3. Develop a multichannel approach
It is risky to just focus solely on one network for all your marketing efforts since their relevance diminishes over time. However, it is crucial to focus on one platform, and as it grows, you introduce another one.
Take a multichannel approach in reaching customers and prospects. You can do that by creating multiple marketing personas and assigning the social media networks that match. Audiences vary across platforms; hence it’s not advisable to use the same content or marketing strategy.
Adjust your offerings accordingly- as well as the voice – to cater to specific audiences who will follow your services and brand. Hone in on the right networks based on your goals and where your target audience is.
- Facebook is ideal for generating leads and building relationships.
- Twitter is perfect for sharing time-sensitive news and trends.
- Pinterest is suitable for businesses that have a visual appeal and for driving sales.
- LinkedIn is useful in building authority and engaging audiences.
- Snapchat and Instagram are perfect for offering exclusive access and building relationships with influencers to drive brand awareness and brand loyalty.
4. Make a content creation plan using an editorial calendar
The needs and interests of your audience should determine the type of content you want to create and share. Research on the top industry experts or competitors is advisable to check the content they publish and draw inspiration from them.
An editorial calendar helps map out and schedule your social media postings. You should spread your content in distinct forms across multiple channels, hence the need to prepare the deliverables in advance. A fun midweek video can bring joy to your users. A weekend all-access video of your business on IGTV can be very refreshing.
You should decide on your posting frequency and use scheduling tools such as Buffer, Sprout Social, or Hootsuite to make sure you don’t miss posting on those days. Such tools save your time, help monitor your channels and respond to messages faster.
5. Offer value and relevancy with high-quality content
The quality and uniqueness of your content differentiate your brand from your competition. Most probably, whatever you want to say has been said before, but personalizing your offering and adding your twist to it sets you apart. Amazingly valuable and useful content will most likely be shared by users so give away everything you know in consumable bites.
Social media captions should be unique to each platform. Start a blog if you don’t have one and create posts that solve problems, educate and add value to your audience life.
Focus on highly visual killer content that speaks to the reader, engages them and increases brand awareness. Visual content is widespread across the board so let it accompany all your written content. You can use watermarks in your original videos or add logos to graphics or brand your infographics for the user to recognize your brand and refer to it.
Don’t shy away from sharing good content from your competitors. It displays self-confidence and attaches positivity to your brand. Propose guest blogging on sites that write on similar topics. You can write for each other or partner to share your posts on social media to expand the reach of your brand.
6. Engage with your audience regularly
Social media encourages engagement and dialogue so delight and engage with your audience as frequent as possible. It builds organic following through word of mouth and social sharing. With a strategic approach, the traffic generated will drive sales to your business.
Ask your audience questions that open broader conversations on specific topics. Respond to commenters at a moment’s notice but aim to connect with them. Address their complaints and concerns professionally. Use the gathered feedback or insight from the comment sections or shared posts or surveys to improve your techniques.
You can also share user-generated content and show appreciation to customers. Hold contests and schedule days for free giveaways. Users love such content; they expand the reach and awareness of your brand through referrals.
Join niche related social media groups and forums and interact with the members present. Avoid being too sales-y. Once you build your presence there, the members will follow your pages, drive traffic back to your website, increasing brand awareness.
7. Invest in Influencer marketing
Internet users are not fond of traditional advertisements; they ignore ad placements on social networks. Therefore, it is imperative to leverage influencers to build connections with their highly targeted audiences who trust them. It is easier for them to believe and purchase products promoted by the niche influencers.
Follow, approach them and negotiate a price for them to promote your products or services to their loyal followers. Engage with them on their socials and use the opportunity to interact with their fans in the comments.
8. Monitor, measure and optimize your progress
If you want to grow your brand’s awareness and meaningful business outcomes, the impact of all your branding efforts needs to be tested, measured and eventually optimized.
Measure traffic numbers, reach, engagement, distribution, audience behaviour and analyze their impact using social media analytic tools. Assessing the patterns will help you optimize the campaigns by doubling down on the type of strategy that is working.
Use social listening tools to watch out for brand mentions and use the feedback to engage the persons immediately. Run targeted ads once you have assessed look-alike audiences to increase your social media following even further.
Improving your brand awareness and presence on social media is essential in scaling business growth. Using the strategies outlined above will set you on the right path.
You can’t tell what works best unless you monitor, measure and optimize your social media activities at all times. Also, you require a lot of consistency and patience for success in revenue and growth of your business to occur.