No matter how great the quality of your product or service is, customers, want to know who you’re the company is and what they value – your brand. Users care about the brand – your values, beliefs, message, and identity – because they care about what you stand for and want for them with one problem many companies face is when users don’t know what their brand is about, so learn How to Leverage Social Media to Build Brand Awareness.
Social media has provided a new way to solve this problem. Companies are able to post thousands of content pieces on handfuls of platforms. Those businesses that are actively using social media to boost their brand awareness make it so customers are able to find out what they’re about.
It’s important to learn how to leverage social media to build brand awareness for more than just marketing purposes. You’re trying to build trust, generate loyalty, and display authority and authenticity. This, in turn, will generate buzz, traffic, and sales, but there has to be an actual foundation for your company. Like a cake, there must be a base if you’re going to put the icing on top.
There are a few different ways to leverage social media to build your brand’s awareness.
Social media allows you to use all types of visual content from video to photos. But these visuals have to do more than just look professionally made, they have to create a sense of what your company values. You have to tell your brand’s story.
This can include how your brand came to be, but it also means creating a lifestyle and atmosphere for your products.
Your brand storytelling can feature a current theme from your marketing campaign, such as a certain hashtag, mantra, color scheme, and so on. It should inspire users to see themselves fitting in with the brand, whether they’re already a fit or want to be one.
Part of the brand storytelling includes three fundamental components, which are problem, solution, and success. You have to identify what the problem is customers are facing.
Some might not even realize it’s a problem they have. For example, Squatty Potty® solved a problem most Americans weren’t actively looking for but recognized right away. And once you’ve identified the problem, you have to offer the solution. It can’t just be any solution. It must save time, effort, or money or otherwise be worth it.
Engage With Users
One of the most unique qualities of social media is its ability to connect anyone together. A mom in a small town in the midwest can directly message the largest of corporations. Those companies that actually interact with customers build a sense of trust and loyalty in their followers.
Customers see that the company actually takes time to respond to their concerns. And if the concern was replied to in a Facebook comment on a company’s public post, then other followers will view the response and see how much the company cares.
There are limitless ways to engage with your followers on social media. One key way is to ask for or promote user-generated content, which includes anything created by professionally unaffiliated fans. People love showing off things they love, and they’d be more than willing to take a selfie with your new product and your designated hashtag.
You can also ask for customer feedback. Encourage customers to rate your company or write reviews. Positive ratings will create an authoritative image of your company and let potential customers know your business is reliable.
Asking questions is another effective method. Question posts on Facebook get 100% more comments, though they get fewer likes and shares and others. So be strategic and use them wisely, knowing they aren’t meant to be shared but interacted with.
Contests and giveaways are another good way to engage with current customers and increase the chances of your brand being shared. Either make sharing a post part of entering or give them a bonus entry.
One effective way to both promote users to generate their own content and build your brand is to feature customers. People like seeing faces, and they feel more of a connection when it’s a “normal” person who isn’t famous.
Highlighting individuals and their stories is another way to do brand storytelling that’s more relatable to consumers. Seeing a real-life person’s photo – especially one that’s amateur quality – where they’re in their own living room gives people a sense of connection. Even if they themselves don’t feel like that person represents them, it might remind them of someone close to them.
It also builds your brand because it shows that you care enough to highlight individuals. Potential and current customers see that you’re paying attention to “the little guy” and acknowledge their presence. Even though you might only highlight five out of hundreds of customers, everyone feels like they’re important and a part of your brand.
With everyone being given a voice, those who are frustrated with your company are bound to let it be known. There can be all kinds of backlash that comes your way online. Using social media is the best way to manage any public relations matters.
Certain platforms are better than others for public relations work, depending on the situation. Twitter is the most popular for journalists and is commonly embedded into online articles. Facebook posts allow for long descriptions and explanations. But sites like Pinterest, Google+, or Snapchat won’t really do much to clear yourselves of any work.
The good thing is those users who are already in tune with your brand are willing to share the content you create. So in addition to managing your image in the public square, doing good PR work lets you build loyalty among your customers.
Another way to demonstrate your brand is finding key social media influencers who align with your values. Influencers are figures with large amounts of followers. They usually have a niche industry they’re a part of, such as fitness, entertainment, or even pets. Their posts can sometimes be more amateur-like, with videos or photos created on their cellphones, but it has an appeal that makes them seem more authentic and sincere.
This genuine nature allows them to break down barriers and directly “influence” their followers. Because of this, they can be of use to your company, no matter how big or small. For example, Kalen Allen is an influencer known for making videos reacting to weird recipe videos. GrubHub, a multi-billion dollar company, has used him to ironically advertise their brand, which has a message of trying new things.
Influencers don’t have to have millions of followers to be used effectively. Smaller social media “stars” with only a few ten thousand followers can be effective too because of their more personal appeal.
Getting influencers comes with some challenges, so be aware of what you can do to overcome them. Remember that using them isn’t just about marketing your product, but showing off your brand. Don’t associate yourselves with someone if their image doesn’t suit or fit your brand.
Authority is established by professional qualities. Create meaningful content that is of the highest quality all around – storytelling, technicality, edited, etc. – will establish you as a strong presence in your industry.
Part of this includes inbound marketing content that is useful to users. Answering questions, providing tips, and more are ways that you show the customers you’re helpful. You’ll draw in customers and build loyalty among those who see that you care.
In all, creating quality content is the most foundational of the tips in building your brand. It’s the only suggestion that directly builds authority, trust, loyalty, and authenticity. Users need to be able to interact with something to truly see who you are.
Using The Right Platform
There are dozens of social media platforms. While the clear giants with millions of followers like Facebook and Twitter are seemingly necessary, even the smaller platforms can be used to your advantage.
One thing to consider is where your target demographic is. Some platforms are composed of a certain gender – with women dominating Pinterest and Twitter and men dominating Reddit and YouTube. Google+ has been known to be mostly dominated by males in the tech industry for almost a decade now. So don’t go there hoping to sell cleaning products to stay-at-home moms.
Choosing the right network isn’t just about which platform has the most users of your target demographic. It’s also about showing that you know your brand image. Pinterest isn’t the place to go if your business doesn’t offer something visible to the eye.
We’ve mostly focused on these methods being ways to promote your brand’s values and build loyalty. The reality is focusing on this foundational branding leads to increased traffic and sales. Focusing on your company’s message will create a sense of belonging and community among your customers.
People want to feel like they’re a part of what you’re offering, so let them. Share with them that part of your brand’s message in them, your loyal and faithful customers.
How Have You Used Social Media to Promote Brand Awareness?