Did you know that there are over 3 billion active social media users on earth? That’s why many brands and businesses are scrambling to build attention-grabbing digital brands through social media marketing.
Here are 5 smart social media marketing tactics you can use to cut through the clutter and give your digital brand a big boost!
The World Is Online
Over the past two decades, many people have scoffed at and been skeptical of the rise of social media. While many people have many opinions about social media, both positive and negative, its influence can no longer be denied. If you want to have success in business, your business has to be on the digital map.
According to the Pew Research Center, over 81% of Americans now own smartphones. This is overwhelmingly where people research products, find businesses, interact with brands, and do their shopping.
You want in on the action. However, so do most businesses, which makes the competition for consumer attention online tough. Use these 5 social media marketing tactics to make your digital brand a true powerhouse.
1. Make Genuinely Valuable Content
Most Americans own smartphones, laptops, or desktop computers. If they have a question, they have multiple ways to access those answers in seconds. They value and trust places online which provide them with genuine answers.
Make your business a resource. While it is important to take SEO into account, hammering out lifeless content in the name of keywords will not get you very far. After all, people might be more likely to find your content in this way, but if the content they find is not valuable, they will be unlikely to stick around.
Put the “Social” In Social Media
Remember, the whole point of social media is being social. If no one ever interacts with your content, your brand is basically talking to itself online. This will not yield the results you want.
Your content must serve both your brand and your target audience. Social media gives you an exciting opportunity to talk to and with your target audience, so don’t be shy!
2. Consistency Is Key When It Comes To Social Media Marketing
When first starting out, you might feel pressure to join every social media network at once. After all, casting the widest net possible will yield the most results, right?
Not necessarily. In fact, having an incredibly active Twitter account with an engaged community around it, and that being your brand’s only account, will do way more for your business than 10 inactive accounts on different platforms.
If you choose to start out with just one account, you must consistently post on it in a way that cements and spreads your brand voice. All of your content needs to be consistent in tone.
This Applies To Visuals Too
And, if you choose to spread your brand across multiple accounts, that consistency must hold. If your brand is professional and authoritative on Instagram, it should not be goofy and absurd on Twitter, but politely casual on Facebook.
If you favor a modern minimal aesthetic for your branding on Instagram, Your Facebook profile should match. Whatever colors, logos, filters, and design elements you use need to be the same or similar across all platforms.
You want people to see your colors or particular design aesthetic and immediately think of your brand. It will be impossible for them to do this if your design aspects are conflicting, random, or confusing across different social channels.
Nike Gets It Right
Nike is one brand with incredibly consistent social branding. Every post on their Instagram feed is distinctively theirs. Let’s take a look:
While many people talk about maintaining consistency across platforms, you also want that same consistency within each individual channel.
3. Know Your Audience
You need to know your brand to represent it well, but you also need to know your audience. Only when you understand your audience can you provide what they need in a way that will appeal to them.
Try Out This Excersize For Clarity
Think about your brand as if it was a person making social media posts. If you were friends with your brand on Facebook, how would you feel about their content?
Based on their posts, would you be excited to see their posts and likely to take their suggestions? Or would you hit snooze or unfollow because you feel like all of their content is bland or a blatant sales pitch?
If your brand was a person, would your ideal audience be excited to interact with their posts, or tune them out?
Understand Your Demographics
Define your brand, but also define your ideal audience. There are numerous demographics you should know of your buyer persona. Not all of them are relevant to every business and product, however, it is always better to have more information than less.
After all, if you sell engagement rings, your ideal customer is likely a working adult in a serious relationship. However, if you sell workout gear, relationship status will likely not factor highly into your ideal audience persona.
Here are some demographics you can research to inform your social media strategy.
- Relationship status
- Education level
4. Influencer Marketing
The whole point of social media is to get as many people aware of your products and services as possible, so you can get more sales. If you are just starting out and don’t have a lot of eyes on you, partnering with influencers can be a great way to raise awareness.
However, you don’t want to partner with just any influencer. The main reason brands partner with influencers is to access their audience. You want to partner with an influencer whose audience you want to reach.
Some influencers have widespread appeal and others have more passionate niche audiences. Some influencers have millions of followers, but little to no engagement, or are not trusted by their audience.
What To Look For
You want to partner with an influencer who has a good reputation and high engagement, whether they have a few thousand followers or hundreds of thousands.
Do your research. Has your influencer had any recent or past scandals? How do people interact with their posts? Do they have a lot of genuine engagement, or have they purchased all of their likes? If they have, you will be investing in them to access an army of bot followers who will never become aware of your brand or convert.
If you want to learn more about utilizing influencer marketing, take a look at our Cheat Sheet For Working With Social Media Influencers.
5. Spice Up Your Bio
Many brands focus so much on churning out content that they forget about their bios on their social platforms. This is a big mistake.
Think of your bio like a micro elevator pitch that does the work for you. If people see your posts and enjoy them, they will likely take a look at your profile before deciding to follow you. You want to make sure your bio inspires them to click follow.
Depending on your brand, this might be straightforward, short, and sweet like the Instagram bio of New York City-based shoe brand iRi:
Or it can be spicier, like the notoriously sassy Wendy’s Twitter account:
Final Thoughts On Using Social Media Marketing To Build Your Brand
When it comes to social media marketing, you need to know your brand and know your audience first. Only then can you bridge that gap with eye-catching and relationship-building content.
There are many ways to approach social media marketing, but regardless of what you choose, keep these 5 tips in mind:
- Understand your audience
- Understand your brand
- Be social
- Be consistent
- Build a community
Which brands have the most impressive social media presences in your opinion? Comment below…