Creating a strong company brand on social media can be tricky.
Social media is a great way create brand awareness, to create a customer community, and even to drive more sales to your website.
However, many companies are still trying to figure out how they can boost their company brand on social media.
You might think that creating a Facebook page and adding some pictures should do the trick, but there's more to it.
An effective social media presence needs time, effort and commitment.
To help you boost your company brand on social media, we've compiled some tips from the Social Seeder social media marketing playbook.
Define your target audience
Before you set up your accounts, you have to ask yourself: who am I trying to reach?
- What's their age?
- What are their common values?
- What are they talking about?
Questions like these are a good starting point to know who you're talking to. Once you understand what your target audience is talking about, it's easier to tap into those conversations.
One of the biggest mistakes is that companies go for a generalist approach and try to appeal to everyone.
Not everyone needs to know about your company. Only the people who really need your product or services will benefit from your message.
"Not everyone is your customer" - Seth Godin, marketing expert and best-selling author.
That's why having a specific target audience makes it easier to get started.
It allows you to talk to people who matter most to your company, and who are going to listen to what you have to say.
Choose the right platforms
Whether you choose Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat, ., ... it all comes down to where your target audience is active.
Because being active on 'social media' is more than meets the eye.
For example, Pinterest and Instagram are good for visual brands, but Instagram is also a good place for video content, just like YouTube (long form) and Snapchat or Tiktok (short form).
It's safe to assume that your target audience is active on Facebook, because let's face it: everyone's on Facebook nowadays.
With more than 2.4 billion users worldwide, it's the largest social media platform, closely followed by YouTube with 2 billion users worldwide.
Use appealing visuals
Remember what you heard three days ago?
Chances are that you don't. But add a picture to the voice and your chances go from 10% up to 60%.
The same is true for text. That's why you should always think in terms of visuals for social media.
People are scrolling through their feeds and you only have a few seconds to capture their attention. If they have to read a lengthy text before you get your point across, count on it that they're scrolling to another post.
By using captivating and appealing visuals, you increase the chance that they see your post as well as the chance that they'll remember your message.
And if you want your message to be talk of the town, you'll take your time to create those visuals.
You can use different types of visual content to keep everything fresh and fun. For example:
Make your content shareable
It's no secret that social media platforms are changing organic reach for paid reach.
In the end, it's their business model to benefit from advertisements.
Where posts in 2010 would generate a 100% reach to their followers, we now see that only 8% of their followers would see the post in their news feed.
Because of this evolution, it's important to make it easy for others to share your content.
Sharing is the ultimate form of engagement with your content.
For instance, the LinkedIn algorithm prioritizes content that has been shared by their users.
The reason is very simple: by sharing a post or article, you're basically helping users to stay longer on LinkedIn.
So, if you really want to generate a lot of exposure, make sure that your content is made to be shared with a larger audience.
Have a two-way conversation
Many people are looking at social media as a great way to promote their business.
But no one is waiting for another account that only talks about how awesome they are.
That's where the power of social media comes into play.
People follow your page because they feel engaged about your brand. If your brand isn't engaging with their content, they'll lose interest.
You should always think of social media as a two-way conversation. It's you talking with your customers, getting their feedback and insights.
As a matter of fact, 67% of people reach out to a branded social media page for customer service.
Just like in real life, the online experience your customers have with your company should be your number one priority.
There are a few rules of thumb to improve the customer experience through social media:
- Reply as soon as possible. People expect fast and accurate responses from your team
- Reply to all feedback, questions, and comments. Make sure there is a place where you can monitor feedback for future reference
- Know which conversations you can have in the comment section, and which in direct messages. Not every conversation should be held publicly
- Respond positively to negative comments. If you respond negatively, you're harming your company even more
Track your results
If you want to boost your company brand on social media, you have to know which posts work and which don't.
In order to know which your golden posts are, you have to have the right metrics in place: what are you trying to achieve on your social media page?
Awareness - Your number one priority is to get your brand name out there. People should know what your brand is all about.
Image - If you want your brand to tell a story, you should be focussed on your image. Which associations do people make when they think about your brand? Are they positive? Or are they negative?
Conversion - Your sole focus is to increase sales for your product or service. To optimize the conversion, you want that people get the right offer at the right time.
Retention - You're focussed on your current customers and want to turn them into brand ambassadors on social media. Recommendations and referrals are the name of the game and you're choosing to play it like a master.
Once you've figured out the game plan for your social media you can track the relevant metrics to achieve your goal. Pro tip: don't get caught up on the number of followers or other vanity metrics.