7 Strategies To Include In Your Social Media Brand Strategy
New to business or already running your own company? One of the first things to consider when you start to develop your branding strategy, is your social media marketing strategy. Regardless of the industry you’re in, every business can benefit from social media marketing, in more ways than one. Don’t make the mistake and think your customer isn’t on Facebook. With 1.86 billion frequent users worldwide – your ideal customer is bound to be among them.
If that’s not enough then consider the follow: social media is cheap, very accessible and easy to set up. However, these same advantages also present another challenge: It’s very competitive – across all industries.
This can pose as a problem when you need to stand out from the crowd, and be unique in your market. That’s why we’ve put together 8 of our best social media branding strategies. Consider these when it comes to your overall branding strategy:
1. Find The Right Social Media Platform
Gone are the days where MSN and Myspace were the only social media platforms around. Today, there are more than 50 major social media platforms in the market. According to GlobalWebIndex: internet users today have an average of 5.5 social media profiles – each! That makes choosing the right platform for your brand ever more important. You will need to find the ones that best align with your brand positioning and image.
For instance, if you sold an educational product around cooking and baking, the first platform that springs to mind is Instagram. Why? It’s heavily image based. Perfect for showing off beautiful photography of food.
If you worked in the Professional Service industry as a recruitment agency, then LinkedIn seems like the perfect platform for this audience.
This isn’t to say you should limit yourself to only the platforms that you see fit. They are just a good place to start.
2. Remain Consistent Across Each Platform
Once you know your desired platforms, it’s time to start engaging with people and posting content across your profiles. Keeping your branding consistent across each platform is super important.
Does your Twitter account have a different logo to your Facebook page? Are your SnapChat videos congruent with your Instagram posts? Having different visual branding across each of your social media platforms will create a disconnect between your users. If your branding is consistent, people will be much more likely to recognise your content across the different platforms.
A brand doing this exceptionally well is the Fitness Juggernaught, Nike. Their branding is seamless across all of their social media profiles.
3. Develop Your Voice
Your brand’s “voice” needs to be evident across each of your social media profiles. It’s the way you communicate with your audience in every post, tweet, snap or blog you create. If you’re not quite sure what your voice is just yet, consider the following:
1. Your Company Culture: This is what you stand for as a company. It’s what makes you different from your competitors and make your business tick. Where ever possible, weave your company culture into your social media posts.
Beauty and health brand, Dove do this well. They breath life into their company culture “Beauty is an all-ages”, throughout their posts.
2. Your Target Market: Using language that is relevant to your audience is very important. That could mean using lingo or phrases relevant to your target.
IGN has become a huge name in the gaming and entertainment community. Much of their success online can be attributed to the way they communicate with them.
3. Be Authentic: What ever your brands voice is, the over arching point is, it needs to be authentic. Authenticity ensures you will have a genuine connection with your audience. No one likes a poser, and the online community can see right through companies and brands trying too hard.
Like the time Norton Anti-Virus totally missed the mark…
4. Curating Content To Build Authority
Content curation is quite different from content marketing. Content curation doesn’t include creating new content; it’s the act of discovering, compiling, and sharing existing content with your online followers. It’s quickly becoming an important online marketing strategy to help brands maintain a successful online presence in their industry as well as grow their following.
Done correctly, content curation allows brands to provide extra value to not only their image, but also their audience.
Buzzfeed are so good at curating content, they’ve made a business out of it. They provide their audience with unique, interesting and hilarious facts.
5. Post Consistently
Inconsistent posting can kill your social media branding success. If you’re posting on Facebook once a week, or Tweeting every 10 days, your audience is going to forget you – fast. Shorter attention spans, expanding social media networks and increased competition shows just how important consistent posting has become.
Knowing when to post and how often may depend on your industry, brand awareness and the size of your following. The best way to determine is to test a variety of strategies.
6. Promote Popular Content Cross-Platform
One great way to increase engagement and influence over your customers is to look at posts that have performed well on one platform, and replicate it across to others. For instance, if you find certain Instagram posts resonate more with your audience than others, replicate those posts across Pinterest. If it was successful on one medium, chances are it will work just as well on another.
7. Leverage Influencers
When brands like Apple or RedBull post a new tweet on Twitter, or share a new video on YouTube they get a lot of attention, fast. That’s because they’re well established, with millions of followers. If you don’t have a huge audience, chances are your posts won’t receive the same attention.
A great strategy to amplify your brands voice in your industry is to look to influencers. These are experts, pioneers or personalities in their industry that have large followings and trust. Since the influencer has already earned the trust and respect of your target, partnering with them, or getting a shout out from them carries a lot of weight.