In a vast and diverse online landscape, there are many channels and tools to explore. In the midst of all the digital hustle and bustle, major social platforms stand as real giants. From their shoulders, brands can extend their reach and make their messages resonate with a global audience.
Indeed, many businesses have managed to work miracles with their social media accounts. They became globally recognizable and have enhanced their bottom line in the process. But, make no mistake that this is a huge endeavor. Namely, one has to find a way to form a killer strategy and execute it in order to stand out among cohorts of competitive brands.
A tumultuous social age
Social media platforms are a next big business frontier. Consumers flock there to casually share and comment, but also interact with brands and get to know their human face. This creates immense opportunities to engage and delight. Of course, making it happen is much easier said than done. It requires a rock-solid strategy and a long-term commitment.
One of the first things to figure out is which network to pick as a distribution channel. You might want to use more than one but bear in mind that spreading yourself too thin is not the best idea, especially if you’re working with limited resources. The basic rule is simple: You have to be present on hubs that your target audience frequents.
An angle of approach
A thorough research is the cornerstone of your branding strategy. It allows you to tell in advance, with relative certainty, whether your campaigns will hit the mark or not. Just be aware that adults aged 18-34 are the most likely to follow a brand via social media (96%). So, if you cater to the older population, you might want to think twice before investing in branding there.
In general, networks with the largest user base (like Facebook and Twitter) offer an unparalleled reach and should be considered first. Then again, there are some niche platforms that could make sense in terms of what you do and industry sector you operate in. Likewise, image-heavy networks such as Pinterest and Instagram are a great marketing landscape to dispense your product photos and other visual assets.
Name of the social game
In any event, once you weigh all the pros and cons and identify the best channel, come up with a game plan on how to engage the audience there. To get inspired, you can take lessons from some of the best thought-out campaigns out there. They all have something in common: a deep understanding that modern businesses must add value to the lives of the customers.
Moreover, established brands are well aware that social media profiles pose powerful customer service tools. They provide around-the-clock support and display impressive responsiveness. Also, they keep up to date with prominent trends such as the surge in mobile usage. There were 2.56 billion of global social media users who accessed those networks via mobile devices in 2017. Therefore, it is of the utmost importance to tailor the experience to their wants and needs.
Coming on top
There are some other trends that enable your brand to get into the limelight. Visual content reigns supreme: it is 40 times more likely to be shared than other types of content. So, ramp up your image and video production capacities. A good example is to use mockups for your brand content as quality content is an integral part of all good campaigns. Just make sure to produce a regular stream of it in accordance with your content calendar.
Furthermore, note that, although people discuss brands quite a lot, 96% of users does not actually follow brand-owned accounts. This is to say that businesses have to get creative and navigate around the distrust or weariness that users tend to exhibit towards businesses. The trick is to look beyond your corporate channels and launch campaigns that deviate from the traditional advertising logic.
Next, let us address one thing that often gets overlooked: keeping track of key performance indicators is vital. In other words, implement a robust social media monitoring strategy. Monitor non-branded conversations for brand mentions. Evaluate your engagement rates and how many social signals you generate. Actively manage brand health at all times. Stay flexible and adjust your strategy should it fail to bear fruit.
This may seem like a daunting task, but rest assured that social media branding pays rich dividends in the long run.
Around 71% of customers who have had a positive experience with a brand recommends it to others. Hence, you have a chance to make the most of word-of-mouth promotion and spread awareness far and wide. Finally, remember that social signals, although not an official ranking factor, do affect your position in the search engine result pages (SERPs).
Polishing the competitive edge
Social media networks are major public arenas for brand-building. Before diving in, you need to test the digital waters and use acquired insights to create targeted campaigns.
Create a branded environment where customers feel appreciated and valued. Keep an eye on trends to stay on top of the game. Learn how to tell an engaging story and social media user people in. This should enable you to build lasting foundations of trust with your existing customers and win new people over at the same time.
Carry out branding with the maximum marketing impact: Get the word out there and cut through the marketing noise like a knife through hot butter.