These days, if you aren’t active on social media, it is almost safe to say that your brand doesn’t even exist. Over 90% of businesses are on Facebook, and many small companies rely on social media buzz to draw customers to their website.
In order to stand out from the crowd, you must implement a strong branding strategy.
So, what exactly does it take to lob your creative marketing efforts into the stratosphere? Let’s discuss.
Stay On Top Of Trends
One of the reasons so many people are drawn to social media is because of its fast-paced nature. You can check your feed multiple times a day and never see the same posts. There is always something new to be discussed, shared, and liked, along with an abundance of buzz-worthy topics.
Take Facebook for example. I usually use Facebook for leisure and entertainment research, rather than business news. But, if you have to blog about, let’s say a travel company, there is nothing better than Facebook.
Facebook has a very cool trending tool on the top right of the page. It comes with categories like Politics, Technology, Sports, and Entertainment so that you can find the prevalent topics quickly and easily.
You can search by people, pictures, videos, groups, and even events. Facebook loves to brag about this search feature on their website. In the picture below, you will see how I am looking for inspiration through photos.
Here are the top 5 ideas that immediately sprung into my mind after seeing these pictures.
- Serene and Scenic: Is That How You Want Your Next Holiday to be?
- 10 Amazing Travel Destinations for Animal Lovers
- 9 Surprising Facts All Beach Lovers Will Agree to
- How to Save Money on Transportation When Abroad?
Facebook also validates certain things for me, which saves me from A/B experimentation and various other types of testing. For instance, I saw that the beach photos got the maximum likes while the animal photo (a Nat Geo winner) got relatively lesser likes. This was a clear sign for me as to which of my posts will do better. So, I will spend more time and effort on that type of content.
Staying on top of the latest trends is one of the best ways to boost your brand awareness, and it can also be a source of inspiration. Try using relevant hashtags that are trending, too, as it will certainly draw attention and eyeballs to your content.
Step Up Everyday Interaction
Social media is all about bringing people together across the world in a place where they can meet, research, and discuss all the things that are important to them. Business profiles today have wised up to this phenomenon and have quickly become a powerful vehicle for customer support.
Take JetBlue for example. They are well known for interacting with customers over social media.
A great way to improve your branding on social media is to post regularly while keeping tabs and reacting to comments and messages. This will show followers that you’re attentive and interested in their opinions on how to improve and meet their needs in a more meaningful way.
Humanize Your Brand
Social media has done wonders in giving brands a humanized voice to better relate to consumers. For instance, Samuel Adams, a Boston-based beer company, released a clever tweet following the New England Patriots victory in Super Bowl 51.
Another (more serious) example comes from Zappos – the lighthouse of transparent work culture and ethos. When they had to do massive layoffs back in 2008, the CEO blogged about it and employees were allowed to tweet about their feelings.
This freedom was appreciated not only by employees, but also customers. Some actually declared that they will always buy shoes from Zappos so that the company won’t have to do layoffs in future.
This is one of the biggest examples of how you can drive positive change management with the help of social media.
Know What Needs To Be Measured
Brand awareness, as a result of social media, is a tricky thing to accurately measure. It’s not always a concrete quantity that can be calculated with numbers and percentages. However, there are some key metrics that you must keep in mind in order to determine the growth of your reach.
The point of building brand recognition is to kick-start the customer journey. Awareness is the first step that eventually leads to customer purchases , so first impressions definitely count here.
Other than platform-specific tools like Facebook Insights and Twitter Analytics, one of the most accurate ways to see how social media leads visitors to your site is of course, Google Analytics. Keep a close eye on web traffic sources coming from social sites, as well as how these visitors flow through your site – these are key metrics that relate to how your messages are resonating.
In order to measure the impact of your social branding strategy, you must have a goal in mind to compare it to. Before you go labeling your social strategy as a failure or success, measure it to the goals and numbers that you would like to hit once your campaign wraps up.
One last thing: always remember to put your customer above everything else. They need to be the priority throughout your marketing campaigns and branding strategies. Keep them at the forefront of your efforts, and success is sure to follow.