Social media platforms have become a two-edged sword for digital advertising and promotion for brands and businesses. Social media platforms provide various tools to create and manage content, communications, leads, prospects, and shape overall brand identity. When done correctly, it can have a tremendous effect on your target market and kickstart your relationship with your consumers in an insightful manner.
The world of social media is dominated by social platforms such as Facebook, Instagram, Twitter, LinkedIn, YouTube, Snapchat, and more. To build a brand on social media, it requires consistently creating engaging content for your target audience to boost brand awareness, generate network effects, and unlock new target groups digitally.
A report by Social Fresh indicates that 76% of Brands use social media channels to generate awareness. Moreover, 47% used it for lead generation, 34% for customer loyalty, 28% for sales, and 17% for customer service.
Brands using social media to generate awareness leads the charts and indicates that every business wants a long-term business. Creating an identity is a long-term strategy and requires a deep level of understanding of your audience. Social media branding leads to capture users into your sales funnel and increase the overall efficiency of the sales cycle. The consumer lifecycle on social media encompasses the following:
● Brand exposure – Consumer has seen your brand
● Brand engagement – Customers have engaged with your brand
● Soft lead Generation – Customer has provided contact information
● Prospect conversion – Customers purchase your product or service
● Customer retention – Customer has shown loyalty traits
To start the bandwagon of social media presence, the fundamental needs to be evident amongst all team members and follow it with commitment.
1. Brand’s Identity
“Mass advertising can help build brands, but authenticity is what makes them last.”
It requires a strong understanding of your core business to augment it on social media channels. Questions like how does your brand differentiate from other players need to be asked? Where is it heading to, and what is it trying to achieve? The clearer you are about the brand identity, the easier it will be to lead a long term content strategy.
2. Defining your Audience
The better you understand your target audience, the better you will be able to dominate the social mediums. There are various social listening tools to understand the requirements of different audience groups. It requires content marketing to have a tailored based approach equipped with the right marketing strategy, rather than blindly following the trends.
Below is the age breakdown of social media users in 2019 :
3. Content is the King
The type of content you create and share on social media eventually shapes your overall branding and communication strategy. The type of activities and the content you share has the potential to attract new audiences and communicate the right message. Since the soaring adoption rate of high-speed internet at smartphones has become unstoppable, video marketing in social media is the leading type of content and is projected to dominate 82% of the internet by 2022.
To capture a potential buyer’s attention, it requires engaging content and a clear understanding of platform limitations. Below we have listed the type of content used on top social media channels:
4. Design Speaks
Design elements play a vital role in how your followers perceive your brand. Each typography, color pallet indicates and sets a mood for the consumers, and you just can’t afford to ignore this psychological part of the consumer’s journey. Our brains process visual content much faster compared to regular text, and your design identity should imbibe the tastes and preferences of your consumers.
5. Choose the right platforms
When it comes to digitally build your brand, it requires to understand various social platforms, the audience it caters to, as well as understand the behaviour of the users.
Once you have mapped down your target audience, here are some vital questions to ask:
● What kind of platforms does our users use the most?
● What platform do our competitors use?
● Which platform has seen a sudden spike lately?
Once you have the above answers, you should start to develop and set your voice. To set a pace, answer the below questions, which will become the fundamentals of your social media branding:
● What do we want to be known for?
● How will we communicate our message?
● What value do we bring to your audience?
● What adjectives would describe your business’ culture and values?
6. Editorial calendar is a must
By failing to plan, you plan to fail. Once you have confirmed the platforms you will use to communicate your presence; the next essential to-do is an editorial calendar. It is a framework that will help you determine the basics of the content calendar, manage content, media, detailed schedule, and review your strategy. Below are the questions to ask in this step:
● How often to post on each platform, and at what time?
● What type of content will the brand post? Awareness, Interest, Action, or Desire post?
● Will we be using third party content? Do we have rights?
● What scheduling platform will we be using? Buffer, Hootsuite?
● How to become a thought leader in the coming period?
We highly recommend you to narrow down the categories of content you should post and build trust over specific topics.
7. Eye catching content
Now is the time to show your creativity to the world. Creating amazing social media posts requires out of the box thinking, hunting for templates, and keeping consistency across all channels. You should ask the following questions at this stage:
Which tool will we be using for graphic design? Photoshop, Illustrator, XD, Canva
Who will create social media graphics? Will it be created by an in-house team, or will it be outsourced.
Will we be using stock photos, original photos, or a blend of both.
What graphic design formats are our competitors using?
Each platform requires a different type of media. For example, on some platforms like Snapchat and YouTube, video is the only content that can be shared. While Twitter, Facebook, and Instagram allow us to upload images, videos, and text-based content. It is essential to understand what kind of media gets successful and what doesn’t work.
8. Beginning of the network effects
By starting the consistent journey of posting content on your social media platforms, the bandwagon of likes and shares begins, and you will begin to understand your audience better. This time is to become more engaging in terms of content and interact with your audience on a deeper level. Important questions to ask in this step are:
● What brands/influencers does our target audience follow?
● How can we partner with these brands/influencers?
● Whom would we love to partner with?
● What hashtags does our target audience use and follow?
● What excites our target audience the most
9. Analyze and be metric driven
Without analyzing your efforts, you won’t be able to navigate your journey further. Get detailed analytics from the platform statistics tools, third-party tools like Google Analytics, and more. Every quarter analyze your social media and notice which post gets feedback and create your future strategy accordingly.
Must Social Media Addons :
Hootsuite – Social Media Scheduling
Buffer – Social Media Scheduling
ReportGarden – Social Media Auditing
Hubspot – CRM