Social media has become an integral part of building and maintaining brand identity. It drives awareness, engages the target audiences and helps companies build a long-lasting relationship with their online following by allowing them to actually talk to their customers on a more personal level. Engagement is the measure of the success of these types of social media interactions, however, achieving high engagement can be next to impossible if your customers don’t even know you exist. Which begs the question, how can businesses do to increase their brand visibility on social media?
Choose the right platform
Determining which social media platform to use in your marketing efforts is the same as determining your target audience. This is accomplished by performing an in-depth market research and cross-referencing that information with the overall social media usage of your target audience. If you’re looking for a parts manufacturer, you probably don’t want to use Instagram or Tumblr, as their audience is mostly comprised of teens. On the other hand, LinkedIn is a much more suitable choice, due to being a business-oriented platform where business owners and those looking for work.
Find your voice
Once you’ve chosen the right social media platform for your business, it’s time to give your business a voice. This is not something that can be accomplished overnight and it will probably take a lot of trial and error before you develop just the right personality to match your company and what it stands for. Whether you use a formal or an informal tone when speaking with your customers is completely up to you, this is a decision that should always be shaped by your target audience.
Create unique content
Getting business owners to understand the importance of original content has always been difficult. Although most companies accept the basic concept behind the content strategy, which is drawing potential customers to your products and services by providing them with interesting, relatable and worthwhile content, setting aside the necessary budget for content creation has always been tricky, to say the least. Content creation is just another logical step that closely follows market research and identifying the adequate advertising channel.
Engage your audience
Using social media platforms as your advertising channel can be seen as a double-edged sword. On one hand, you’re provided with a unique opportunity to get to know your customers on a more personal level, find out what they think about your new line of products and services and use that feedback to improve on your business. On the other, it only takes a single poorly answered query to go viral and completely ruin your company’s credibility. Address your customer’s concerns and answer any questions they might have with patience and respect, and make sure you use media monitoring tools to get a clear picture of the number of likes, shares, and interactions each of your posts gets.
Social media giants such as Facebook and Twitter have drastically decreased their organic reach. Fortunately, they provide marketers with the opportunity to reach their target audience by using paid advertisements. On Facebook, these come in the forms of Boosted, Sponsored or Suggested posts, while LinkedIn offers the opportunity of getting your company’s name at the top of the search results for a specific keyword. All you have to do is create an appealing, easy-to-read ad and be very specific with your targeting options.
These five simple steps are not a part of some scheme to get rich quickly, but rather the very definition of a successful advertising strategy that begins with researching your market and identifying your target audience and ends with providing them with just the right product or service they need. Increasing brand awareness and visibility is as simple as providing your customers with an outstanding experience built on quality, trust and an adequate use of all the promotional quirks social media have to offer.