How Media Can Quickly Grow Your Brand
When it comes to social media and brand growth, marketing professionals turn to the success story of Reebok. In recent years, Reebok has been able to achieve 8,000 percent growth using social media – all in 18 months.
If you’re like most marketing professionals, then you’re vying for the same level of growth in the same amount of time. To put it bluntly, you can expect this to be challenging. But, the good news is that despite the challenge, you have all the tools you need right at your disposal – online and offline.
Realize that Social Media is Not Entirely Free
Many marketing professionals out there tout social media to be a free endeavor. However, the truth is, social media is a pay-to-play type of game, especially when you are looking to further the visibility of your brand.
For example, one of the most common instances where brands need to pay to gain promotions is through Facebook. Facebook allows businesses to gain additional promotion for posts if they put money down. By realizing that there are paid channels available and that it is worthwhile to use them, you’ll be able to better develop a marketing plan that takes into account the fees that you’ll pay in order to improve the campaign.
These are the most worthwhile pay-to-promote channels if you are going to make the investment:
- Facebook Promoted Posts
- Twitter Promoted Tweets
- LinkedIn Ads
When attempting to grow their social media audience in order to strengthen a brand, marketing professionals will join every single media platform available. This means that you’ll see brands joining websites and media services that are wholly irrelevant to the product or service that they have to offer.
This attempt at gaining visibility and growing the brand may seem like a good idea, but to the contrary, joining media outlets that have nothing to do with what the brand offers is the surest way to concentrate energy in the wrong place. Before joining any social media or media outlet, it is necessary to comb through all of the media outlets available and to determine which ones are relevant to your brand.
For example, if your brand’s audience is mainly female, then you certainly want to concentrate your efforts in Pinterest. Current studies show that the majority of Pinterest users are female. Therefore, joining Pinterest can have some positive results for your brand. In addition, if your brand offers products or services to businesses or professionals, then joining LinkedIn may be a wise option.
Lastly, when it comes to choosing a relevant platform, you need to remember that the social media platform also reflects upon your brand. That is to say, the media outlet that you choose tells the user something about you. For instance, if your brand caters to mainly professionals, then Foursquare may not reflect well.
Constantly coming up with content to post on social media and endlessly working on marketing materials can easily lead you to forget that your audience is a group of people, not robots. If you’re going to truly grow your brand effectively on social media, it is imperative to make sure that your marketing efforts are connecting with your users. You can humanize your social media content through a number of methods:
- Natural Keywords
Unfortunately, keyword stuffing has become much more than a fad – it has become a commonplace strategy that marketing professionals use to improve their content’s visibility. What many fail to take into account is that artificial keywords can have an adverse effect upon the quality of the content, thereby disengaging readers for good. As a result, when formulating keywords, make them natural and add them into the text in a manner that flows.
- Mailing Lists – Don’t Spam
Another strategy for genuine outreach is to give your users substance when sending out information through the mailing list. Spam is another quick way to create disinterest among users and to cause them to unsubscribe.
- Valuable Content
Lastly, content needs to be valuable. When creating content, it needs to offer something to the reader, it needs to be engaging, and it should also inspire. By focusing on these elements, your social media content will be extremely effective.
Show Your Activity on Social Media on Other Channels
This practice isn’t commonly used, but it does have a positive effect on using social media to grow your brand. What some brands will do is embed images of their social media activity on certain channels on other channels.
For instance, Brand X will take shots of its activity on Pinterest and post it on Facebook. This way, its users who are interested in Pinterest or who may be interested, will also revert to that site in order to connect with the brand on Pinterest. This also works to strengthen Brand X’s audience on Pinterest because it improves knowledge and visibility of that Pinterest page.
Keywords and Hashtags for Descriptions
Another approach that you can use to improve brand via social media is to make sure that the description of your brand is powerful. When presenting your brand on social media, it is useful to add hashtags to the content, place keywords in the text, and make sure that you’re delivering to your readers a strong and powerful message about who you are and what you can offer them.
If you’re struggling with coming up with a description, it can be useful to check out what your competitors are doing. This way, you’ll get an idea of what to do and what not to do when it comes to your own description.
Influencers for Leverage
If your brand is not particularly well known and you’re still in your early stages of brand development, then tapping into the power of influencers is your next smart move.
Influencers are individuals who are well-recognized and who have a strong social media base. Reach out, introduce them to your brand, and slowly ask what it takes to get them to make a mention of your brand to their social media audience or on your brand’s social media page. By doing this, you’ll be able to introduce your brand to a whole new audience.
In addition, since the influencer trusts your brand enough to mention it and to say good things about it, those reading the post will be curious and decide that they want to know about your brand too. While it isn’t particularly easy to get an influencer to mention your brand, the words of an influencer can provide you with a significant amount of publicity.
Once your brand starts taking off on social media and gaining a substantial audience, one of the biggest mistakes that you can make is to stop being engaged. It is at this stage where engagement is especially required.
To remain engaged, continue to post content, address questions, and maybe even start a few challenges and incentive your fan base to join in. Those who participate can win something from your brand, which works to not only give your brand a good reputation, but it also aids to build trust between the brand and those who use it.
Develop Quality Teaser Material
Teaser material is what your audience first sees regarding your posts. For example, if you have an article and you are posting it on social media, then you need a strong headline to introduce the material. The headline should be interesting, engaging, and able to attract the audience.
When developing the headline, another consideration that you may want to take into account is that different social media channels may require different approaches. By tailoring your teaser material to the channel you are working on, you are most likely to see positive results when it comes to building your brand on social media.
Lastly, social media, buyer expectations, and how users utilize the internet is constantly changing. In order to keep up with these changes, you need to implement consistent research techniques to ensure that you are addressing social media in the right manner.
Therefore, the easiest way to do this is to get your social media marketing team together and on a weekly basis, make sure that that everyone is reporting any changes on social media. For example, touch upon which social media channels are the most popular, what users on those pages are looking for, and how you can meet the challenges that are coming up.
Social media is one of the most powerful tools out there for growing your brand. If you really want to get the full effect of social media, the best thing to do when starting out is to develop a strategy. The strategy should include which channels you’re going to invest in, what your budget is, and how you are going to achieve your goals on that social media channel. Finally, if you’re going to need to take risks, then it is best to do so and get the full effect of your media campaign.