9 Tips to Build Your Brand on Social
Social media is a great tool to connect with your customers and promote your brand to new prospects online. Building your brand is a great goal, but actually doing it can be difficult, unless you have the right strategy.
A well defined strategy with solid execution are the keys to successfully building your brand on social media. Start by clearly identifying your goals so you can measure performance and learn which tactics are working best.
Here are 9 tips to build your brand on social media:
1. Use social media to solve a business challenge
- Increase awareness of your brand with highly targeted social ads and posts.
- Use social media to target very specific audiences and convert high quality sales leads.
- Run special promotions and contests online that drive physical traffic in your store
Create a loyal following of engaged users that advocate and promote your brand online.
- Stay informed on industry news and trends that are important to your customers.
2. Establish your most important metrics
- Social reach – the total number of people you are able to reach across all your social media networks.
- Engagement – any interaction with your social audience from likes and mentions to retweets and replies.
- Conversions – leads or sales on your website that are generated from an interaction on social media.
3. Do research on your competition
- Do some research online and find your closest competition that could be targeting your audience as well.
- If you find a competitor that would target your customers, what is their strategy? What are they doing that you could do better?
- If you discover something that you can do better that your competitors, look for opportunities to win new customers
- Learn new techniques from what they do well to engage your audience. Learn what you can from them and improve your strategy.
4. Create engaging content to share
- It can be helpful to start a content calendar to organize the posts that you have planned throughout the month or the quarter.
- Blogging is an effective way to attract an audience because it provides something of value to visitors before asking for anything in return. Blog regularly and share on social.
- Video content is quickly becoming one of the best marketing mediums for getting people to consume content.
- Graphics are great for taking a complex idea or process and breaking it down into easily digestible visual diagrams.
- Another great way to engage your social following is to run contests, create polls, or just asking open ended questions.
5. Crisis management
- In today’s age you can’t hide from a crisis, so its best to approach it head-on by keeping your audience informed, being honest and telling them the truth.
- Everybody makes mistakes and your customers know that, so its ok to use humor once in awhile to diffuse a situation when it is appropriate.
- One great benefit of social media is that it gives your customers a voice, so don’t ignore their complaints. Many complaints can become a positive experience if handled correctly.
6. Use the platforms that your audience uses
- Facebook is good for lead generation, and can target very specific audiences with advertising. It’s great for building relationships and turning leads into loyal customers.
- Twitter is great for your business if you want to reach your followers with breaking news, announcements, and other in-the-moment information.
- Instagram is a photo and video centric platform that is great for giving your customers a behind-the-scenes look at your business that they won’t get in advertisements.
- LinkedIn is the best platform for professional networking, finding top talent, positioning yourself as an industry leader and promoting your business.
- Pinterest has a significant reach with women and is great for fashion, art, home decor, food, or anything else that you can create beautiful images for.
7. Project a consistent image of your brand
- Stay true to your brand. Use up-to-date logos, addresses and tag-lines to reflect the same experience visitors get on your website.
- Many social users use poor grammar and spelling, which may be fine for them, but your brand deserves better. Use quality images and good grammar on all your posts.
- Resist the urge to respond to negative comments emotionally, this can lead to big trouble for your brand. Don’t go to the dark side.
8. Monitor social conversations
- Research the keywords and hashtags that your customers use and stay informed about what is most important to them.
- Don’t be that person at the party that only talks about themselves, make sure you engage with your audience by retweeting and replying to other posts.
- To create an engaged following, you need to add value to the conversations that your audience is interested in. Give them a reason to follow you!
9. Measure your success
- Monitor your weekly results to keep an eye on short term trends, spot abnormalities in your data and quickly deal with a potential crisis.
- Measure your monthly performance to learn about seasonal trends and benchmark your performance against other periods throughout the year.
- An annual review of your social performance can be a great way to learn about high level trends and tactics that you can replicate for continued success.