An essential part of branding a business is developing and maintaining an online presence. Your business probably already has several social media pages up and running. But are they leveraged to brand your business the way you want them to?
Of course, your business’s social media page needs to be handled differently from your accounts. Luckily, there are plenty of ways to ease yourself into becoming a professional poster. Below are the seven best tricks to turn your business’s social media page(s) into valuable parts of your branding campaign.
7 Tricks for Successful Social Media Branding
1. Find Your Followers
You probably know your brand’s target audience if you’re a marketing professional. Your social media campaign is another way to make genuine connections with this niche, so make sure that whatever you post speaks to your audience. In addition, it would help if you established your presence on the sites your target is most likely to use. For example, if your audience skews older, don’t expect them to follow you via Instagram or Snapchat. Instead, learn which sites they sign up for and find them there. If you’re not sure where to begin, investigate a well-established brand in your field to see how they reach its audience.
2. Learn to Keep it Consistent
Your social media presence must be consistent; this point applies to several aspects of your branding campaign. First, your social media page should match your other marketing materials. Make sure that your page features the same logo, color scheme, and voice in all of your copy — more on voice later.
Consistency also applies to your posting schedule. You don’t want to overload your followers’ feeds with constant posts, but you don’t want to be completely silent. So create and follow a posting schedule to stay on top of — and track your social media activity frequency.
Pro Tip: Don’t be afraid to include a random post every once. If something groundbreaking happened in your industry, feel free to share or post about it. This tactic further proves to your audience that you value interaction and connections.
3. Get Your Audience Involved
Once you have your social media schedule in place, figure out what sort of posts will engage your audience. Unfortunately, there’s no formula for this, so you’ll have to find out what will work best for your audience. For example, suppose you’re part of a larger business or corporation. In that case, it might be nice to post photos highlighting a specific staff member working hard or photos of your team doing community service projects. These can humanize what might seem like a business-only business from the outside. You can also introduce thought-provoking articles and discussion-starting questions to engage your followers.
4. Be Sure to Talk Back
Every social media marketer dreams of having an engaged and talkative audience. Once this dream comes true, many marketers fail to keep the communication going. If one of your followers turns to social media to ask you a question, it’s your responsibility to acknowledge their contribution and thank them for it. Social media is becoming one of the best places for businesses to take care of customer service issues, so sometimes a “thank you” isn’t enough. If you use this new avenue of communication to talk to your followers, they’ll look at your brand with even more respect than before. Who doesn’t want that for their business?
5. Stick to Your Voice
The voice you use on your social media site should emulate the other copy your company shares with its clientele. Your social media voice may be more conversational since you’ll most likely be chatting back and forth with followers who will comment on and respond to your posts. It shouldn’t be jarringly different, though. Your most loyal customers will notice the discord and lose interest in what your out-of-tone social media voice has to say.
As mentioned in #4, you’ll want to post what sparks a conversation and keeps your followers engaged. Sometimes, though, they’ll want one-sided information sharing, and if you do it right, they’ll trust you as a reliable source of knowledge. Take, for example, the plumbing and drain pros at Mr. Rooter. The company’s website has plenty of information regarding its services. You’ll notice that these guys have a blog at the very top of the site. Written from the perspective of the logo character’s wife, the Mrs. Rooter Blog contains several entries with tips to help customers keep their plumbing systems running smoothly. This motion is helpful and makes clients feel like they can trust Mr. Rooter: would a sketchy plumber provide pipe-maintenance tips, or would clients call him for every problem?
7. Track Your Progress
As soon as you start a social media campaign, you’ll also want to analyze your success. Google Analytics, among other sites, will tell you how many viewers your site is reaching and which social media links brought them there. This information can help you gauge how well your campaign is doing and areas that need improvement.
It’s good to have goals for your campaign from the start. You’ll have a much easier time tweaking your plan if you track your progress. Perhaps the most important thing to remember is that no marketing campaign will be perfect from the beginning. However, a well-maintained social media campaign is open to corrections along the way. Stay involved with your customers, and your social media campaign will help bring you and your company the success you’ve envisioned.
About the author: Diane H. Wong is a content writer at essaywritercheap.org. She works out different marketing strategies. In this case, she has an opportunity to share her experience with others and keep up with advancing technologies.