Social media platforms have vastly grown in popularity. With well over 2 billion active users, social media has become not just a hub where people from around the world can interact with each other, but also the hub where various businesses build their presence. Every business needs to be where their audiences are, and good chances are that your audience is on social media. However, this popularity has made social media oversaturated with various offers and promotions coming from different businesses.
To effectively reach your audience and cut through all the noise, you have to make your business stand out. One of the best ways to accomplish that is to build a powerful social media brand. Branding can help you elevate your company on the market and establish a long-lasting, as well as a more personal relationship with your potential customers on social media networks. That being said, here are a few ways to develop a powerful social media brand.
Understand your target audience
Building a brand isn’t easy. You can’t just design a logo and call yourself a brand. As a matter of fact, each step of your branding strategy needs to have the audience’s preferences in mind. Therefore, you must understand your audience well, in order to develop a brand that will be appealing to them. You can do this by conducting through market research.
Market research helps identify your audience, as well as helps you understand who they are, what they need and what they want. In addition, market research can also help you conduct competitive analysis, in order to determine who your main competitors are and how they’ve built their brands. That way, you’ll know both your audience and your competitors, which will help you create a unique social media brand.
Pick the right networks
Building a social media brand doesn’t mean you have to be present on every social network out there. It would be a waste of resources, time and efforts to establish your brand on each platform. What’s more, it wouldn’t produce any viable results for your business either. Instead, focus on the networks your audience is most present at and start building your presence there.
However, it’s important to understand the even though your brand is unique in its own way, you’ll have to develop a specific approach for each social network you’re targeting. The main reason is that consumer behavior varies from network to network. Also, it’s mostly the same audience, but they still expect you to adapt to the specific network’s trends. That means that you’ll have to adapt your tone of voice, content and the way you approach your audience for each network they’re present on.
Focus on the visual identity
Visuals play a vital role in your brand’s identity on social media networks. A brand identity is the combination of branding strategies you develop in order to portray the best image of your brand to your target audience. Visual identity is there to make the best first impression and inspire emotional responses in your followers.
Developing visual identity focuses on designing a logo, picking the right colors, fonts, tone of voice and layout for your entire website. If you don’t know how to do this the right way, you can always consult with experts, such as a company that can help you with your branding strategy from Melbourne. It’s important to remember that, when designing a visual identity for your social media brand, you have to keep your audience’s needs and demands in mind, otherwise, they won’t find your brand interesting in the slightest.
Go for the content
One of the most important factors of your branding development is developing and publishing awesome content. Content is king because it can provide your audience with real value through information, education and entertainment. Not only that, but your audience expects from your brand to be social, which means you must actively deliver content to your audience on a regular basis.
However, make sure your topics and posts are relevant to your audience. Also, ensure that your content matches your brand identity. That way, you’ll guarantee consistency on social media, which will help you secure long-term engagement with your audience. The more effort you place in developing top-quality content, the more relevant you’ll be to your audience, which can easily ensure their loyalty and commitment towards your brand.
Developing a strong social media brand demands a lot of dedication and effort. Your strategy must focus towards your audience’s preferences and best interests. Otherwise, you’ll just be another business with a logo that has no real meaning to your target audience.
Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.