Building your brand on social media as part of your marketing strategy can lead to a steady increase in sales, recommendations, or endorsements of your services. Whether your company is a merry band of one or if you have a substantial team at your disposal, we can help you. And we promise, it’s certainly not as daunting as you might think.
We’ve all heard of it; we’re all aware of the strength of a good brand and what can be achieved when your business and tone of voice allies perfectly. It may also be said, however, that some of us are guilty of thinking that true and consistent branding is largely the preserve of the great and good, the rich and powerful; those with a wealth of expertise at their fingertips and plenty of staff on hand to bring that brand to life. And that’s ok. It is certainly true that large organisations have the means and ability to replicate a consistent tone of voice across their social channels, imagery, customer engagement and more, both on and offline. But they’re not the only ones who can make branding a success on social media; you can do it too.
Helpful articles: Your four step social media audit
What’s working for you?
Firstly, overhaul your channels. Take a good look at what is currently working for your business, and what could do with sprucing up. Build on your successes, and tweak posts that appear to have flopped to ensure you are getting the maximum return for your efforts on social. Check whether your social media biographies are up to date, and whether they are consistent across your channels. Identify a few key pieces of information that you want your customers to know about you, then write a snappy bio summarising your salient points
Getting the picture
The same goes for your profile pictures. Do you currently use your company’s logo, or a more personalised image? Consider using your logo as a guide when making colour decisions across your social channels. This will ensure unification across each feed. Use your company’s colours, alongside a bank of complementary shades to help structure your feeds – ideally, you want a layperson or a potential customer to be able to recognise your brand at a glance. Make good use of the more visual social channels (such as Instagram and Pinterest) and include relevant imagery in your Twitter and Facebook feeds, too.
Helpful article: Your 4-step social media audit. Step 2: Do you look the part?]
Set the right tone
Perhaps the most important element to pin down on social media is your tone of voice. The way you communicate with your customers is vital. Have a think about your ideal customer, and the way they will communicate. Consider the things they will want to hear from you, and how best can you can convey your message to them, while adding value to their social feeds.
TODAY YOU WILL NEED:
Extra strong deodorant
Hayfever nasal spray
Industrial strength deodorant
Umbrella (just in case)
Summer's great, isn't it?
— innocent drinks (@innocent) June 24, 2019
— boohoo.com (@boohoo) June 23, 2019
What we can learn from the examples here is how a strongly defined tone of voice is an extension of a company brand – it both sets out and meets expectations. Innocent is a cheerful, lighthearted brand who dabble in current affairs but largely aim to entertain their audience and use this community feel to encourage customers to buy their products. Boohoo is a youthful, lively brand, and this is clearly demonstrated in their social feeds and their understanding of their customers’ interests. Making yourself relevant and relatable on social media to your ideal customer is vital. Your audience should want to engage with you; all you need to do is provide the ideal platform for them to do so.
Check out the competition
Review your competitors’ feeds as a means of assessing what works for them, and what you feel may work for you, too. However – and this is important – imitation might be the sincerest form of flattery, but copying is never a good idea. Your customers want to know about YOUR company, and what sets you apart from the rest.
The in-person experience
Is your business online only, or do you have a premises that you operate from? If you are reliant on footfall, it is important to ensure that the hard work you’ve done ensuring consistency across your social channels is replicated for your customers in person, too. Then carry the in-person experience back to your social feeds to demonstrate that you care about your customers both on and offline.
What you are aiming for is this: an active, strong and consistent brand who are able to communicate well on social media with an engaged audience; who in turn ally themselves with your company and… here’s the big one: invest their hard-earned pennies in your services or product. And continue doing so. This is something that you CAN achieve.
Give branding a go; test it out. Reflect on the changes you’ve made, and adapt where necessary, if necessary. It may take some time to fully correlate your branding, but that’s all part of the fun. Once you’ve got it right, your business should reap the benefits.
Helpful article: What you can learn from your See What Works report
- Be consistent – this will help manage your customers’ expectations.
- Review regularly to ensure you are achieving maximum results for your efforts.
- Clarify your tone of voice to make sure you are attracting the right customer for your business.
- Make your customers feel cared for on social media – and in person.
Maybe* turns your social media conversations into insights and actions that deliver results.