It goes without saying that the existence of social media revolutionized the digital marketing of SMBs and startups. The reason behind this lies in the fact that, for the first time, they’ve gained a playground on which they can compete with major conglomerates on, more or less, equal terms. Sure, a proper social media marketing campaign is far from cheap, but the ROI gained by using it correctly can make any investment more than worthwhile. With this in mind and without further ado, here are a couple of tips and tricks that can help you build a brand using social media.
1. Pick your network
While it is true that every business needs at least a LinkedIn, Facebook and Twitter account, when it comes to the choice of additional networks, it all comes down to your audience. Device and software retailers and developers would probably do best on YouTube, seeing as how this platform can allow them to demonstrate their products. As for people who are into arts and crafts, décor, event management or a similar line of work, Instagram and Pinterest can serve as a great opportunity to graphically display your work. Most importantly, your target demographic may have their own network of choice, which is one more sound idea worth checking.
If your content is good (or at least shareable) enough, by simply posting it, you have a shot at starting an avalanche in your favor. However, you need to keep in mind that not every piece of content will work in your favor. When building a brand image, you need to maintain your brand consistency, which is particularly important when sharing opinionated pieces. Even videos and blog posts that have a negative impact on your brand may get shared by people who strongly disapprove of the stance you’ve taken. Therefore, you need to choose your battles wisely and only utilize those content pieces you believe will resonate strongly with your target demographic (in a positive way).
3. A brief journey to the shopping cart
One of the most important things that everyone in the world of e-commerce knows is that the notion of impulse buying makes the difference between a successful transaction and a high shopping cart abandonment rate. You see, once your potential buyer sees something they like on your Facebook page or on a link you’ve Tweeted, you have a limited time-span to make a sale. It is in both their and your interest that you manage to sell this until they’ve changed their mind. Therefore, apart from promoting products on your social media accounts, you also need to have an e-commerce website design made with this in mind.
4. Reach out to influencers
In 2017, influencer marketing has continued its steady rise, and there are no implications, whatsoever, that this will change in 2018. This is why it might be a good idea to identify your potential allies and reach out to them in time. Ideally, you need to look for people whose words resound strongly amongst your target demographic. In other words, the right micro-influencer can be much more effective than a macro-influencer, as long as their online persona is relevant to your audience. To make the long story short, the number of followers is not all that matters.
5. Have your own voice
Finally, in some of the previous segments, we talked about things like audience-appropriate content and influencers. Well, in order to become an influencer yourself (at least as a brand) you also need to find a social media voice that speaks to the majority of your demographic. This starts much earlier, in the formative stage of your company, when you have to set some ground rules and principles regarding your company culture. Next, you need to find a way to translate these core values into words, attitudes, and content, and use the networks in question to present them to your audience.
At the end of the day, the key to building a brand on social media lies in creating a consistent image and laying out a solid infrastructure to catch up with its efficiency. In this way, you will make your audience fall in love with your brand without them even noticing. Witnessing your core-values day in and day out will make them care about your business, while recommendations coming from figures of authority and the ease of making a purchase might turn the idea of working with you into a no-brainer. Needless to say, through proper utilization of these methods, you can gain some important short- and long-term victories for your young company.
- Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.