Building a brand - what does it mean?
Your brand is the face of your business. How you come across on social media has a butterfly effect on the rest of your business. So getting it right is paramount to your business growth on social media.
With the world of social content being super competitive, it's easy for your content to get lost in a sea of brand posts. If you’re building a brand or growing your social media presence, we’ve put together some handy tips to kickstart your social media profile.
Social media content: the epicenter of social brand growth
Since smartphones crashed their way into our lives like pocket-sized wrecking balls, the growth rate of social media for businesses and personal use has skyrocketed. From online shopping to endless hours scrolling through Tik Tok, we're constantly sifting through content online.
Before you know it, you've spent hours and hours on your phone browsing the online world.
But as a business owner, especially if you've only just started building your brand on social media, how're you going to make sure people absorb your content?
Looking good isn't enough anymore. Providing value and sending a message is crucial to building the foundations of a successful content strategy for your social media profile. Despite this, there's no secret formula to social media success. But there are a few techniques that are guaranteed to build your brand in a way that connects with your audience just how you want.
Catch your audience's eye from the beginning
Catching people's attention right from the start keeps your audience coming back to your page for more. Unfortunately, users of social media don't have the longest of attention spans. Being able to easily close tabs and flick between apps and browsers makes it even easier for users to skip your content, especially if it doesn't stop them in their tracks.
So you need to set the scene early doors. But how early? Three-seconds-early. Every second counts, so you need to find a way to capture their attention, convey your key message, or sneak your branding in early. Even if they don’t convert, the key part is brand awareness. Remembering your brand down the line is just as valuable.
What value are your posts providing?
Before posting anything, always ask yourself - why. Why are you posting this content? What value is it providing, and how is it going to help or interest your audience? This way you're giving your audience a reason to interact with you. Always post with your audience in mind, the key to success is a human and helpful approach.
A good way to start is with the consumer and work backward. Before you launch any sort of campaign, always have a strategy in place to set out the guidelines of what you want to achieve, and what you want to communicate to your audience.
Know your target audience
Before you can work out what you want to post, you need to know who you're posting for. A common mistake is thinking everyone is your audience, and the higher reach the better. This isn't always the case, having a huge reach can be great for brand awareness, but not lead generation.
Targetting people who have an interest in your business or services might be a smaller audience size, but will bring back higher-quality leads.
Segmenting your audience and creating buyer personas is one of the best ways to find out who your audience is and understand them better.
What is a buyer persona?
A buyer persona is a fictional, detailed description of someone who represents your target audience. Although not real, they mirror the characteristics and qualities of your most likely customers.
What helps decide a buyer persona?
Using this you can tailor your social strategy to suit your audience and build your brand.
Encourage people to take action
Coaching your audience into taking action builds your brand further than just your target audience. Simple question asking isn't enough to get people talking, they're shy and need a good reason to want to communicate with you.
Asking questions might work for bigger brands and influencers, but as a smaller-sized business or a startup, you might not have that luxury yet.
That’s not to say that question-asking is bad, but make sure that your message is clear, and provides a sense of urgency for people to take action. Try front-loading them. Pop one at the start of your copy as a hook or, better yet, start your video content with one to keep those thumbs from swiping.
A way to make your users want to interact without even asking is to post relatable content. A humourous post with the prompt of sharing or tagging and friend is a simple, yet effective way to encourage your audience to share your content without being too blatant.
The final take
The social media landscape is more crowded than the Northern Line, and it’s only getting busier. Speaking of the tube, you can’t avoid advertising down there. The same with TV, you can't avoid adverts and posts, but it's a different ballgame on social media - people have the choice of what they see.
If competing in a crowded marketplace wasn't enough, you’re playing in a space where your content is skippable. So, remember the 3 keywords - compelling, creative, and memorable. These are the 3 key ingredients to a solid brand on your social, with great engagement.
Try to minimize the amount of upselling service-centric content. The rise of influencer marketing on social media has shown a clear win for genuine content with a less sales-y approach. Think back to what you last watched on TV, did you like all of the adverts? Probably not, so keep this in mind when building your brand on social.
An important piece of information to take from this is that social media is not a sales platform. It's gradually moving in the direction but currently, it isn't used primarily for buying. So promoting your products and services on social media unless you know that your audience converts on this channel, is a waste of an opportunity to connect with them. But, you will learn more about this as you study your audience and engagement data.
So, in a nutshell: make your content compelling so it sticks in your audiences’ minds. If you hook your viewers early on, know your key messages inside-out, add value to their lives, and empower them to take action, then you’re on the right path.
It’s as easy as that. But if you DO need a little extra help getting the internet’s collective attention, give Buzzbar a shout. We handle a variety of different marketing services and can lend a hand in building your brand on social if needs be - so don't be shy!