Social media has become a new sub-genre of digital marketing and one of the most effective marketing tools of today. If you own a business and are trying to build the best marketing campaign for your company, including social media marketing is a no-brainer. It will help you extend your audience reach and boost your company’s brand awareness. However, not all platforms are best for promoting your business, which is why you need to determine the most suitable social media channel before you start creating profiles for your company.
The type of services and products you offer affect the social media platform you should focus on, as well as who your target audience is. Understanding each platform’s reach is essential to your social media strategy. Whether you want to gain subscribers, sell products or services, or persuade your audience to a point – they first need to know who you are. So, here is what you can do to leverage the power of social media and boost your company’s brand awareness.
1. Who are the users of each social media platform?
The site Social Media Examiner provides an insight into the type and number of active users of each social media platform: Facebook – 1.86 billion active users; Instagram – 600 million active users; LinkedIn – 500 million active users; and Twitter – 319 million active users.
On Twitter, 22.5% of users are between 25-34 years old, while on Facebook, there’s no dominant age group. When it comes to Instagram, 28% of users are 18-29 years old, 80% of them are outside the U.S., and more than half are women. If you’re on LinkedIn, know that 61% of users are 30-64 years old (people with the most buying power).
With these statistics at hand, businesses looking to target Millennials should create Instagram and Twitter accounts, while those who want to target all-age audiences, or particularly those over 35, should get active on Facebook.
As for LinkedIn, it’s a platform used sporadically. People use it to look for businesses or jobs, or when they’re looking to hire. For most B2C companies, it comes after Instagram/Twitter/Facebook, while B2B companies should focus more efforts on LinkedIn.
2. Provide shareable and relevant content
The Internet is oversaturated with content, and as social media continues to increase rapidly, users get flooded with information and content. In order to stand out, you must create and post content that is relevant to your audience, interesting, informative, and shareable. This will make your brand reputation stronger.
Every piece of content you send out there should support your brand image. Articles, images, videos, and infographics often resonate greatly with audiences. On the other hand, if your audience is over 35, creating memes might reflect poorly on your brand.
Find out which content is likely to gain visibility on social media by looking at your research data. Also, look at your competitors’ content that received good social traction. Instead of trying to build content around unproven topics, create stronger content on the same or similar subjects that goes into more depth.
Also, be sure to use visual content, because articles and posts with images receive a lot more attention than just plain text content. You can use your own custom photos or quality free stock photos, and see the attention they’re able to attract.
3. Connect with influencers
Customers buy from brands they trust the most, in order to choose the best for themselves and be sure that they’ll get the most value for their money. Dozens of brands are advertised to them daily, so how can a small company draw their attention? One of the best options is turning to influencer marketing.
Influencers are people with a large base of followers and are respected in their niche. Depending on your industry, they can be celebrity influencers (with more than a million followers) or micro-influencers (10-100 thousand followers). They invest a lot of work to create quality content in order to build a large community of their brand advocates.
According to a joint study by Annalect and Twitter, about 40% of participants say that they’ve bought a product online after having it recommended by an influencer. Today, customers tend to trust influencers nearly as much as their peers. Influencer marketing allows you to target a specific audience, it provides you with excellent content, is affordable, and easy to track.
4. Promote content through social campaigns
Paid campaigns are another viable option for boosting your company’s brand awareness through social media networks. Campaigns, such as contests, are used by a growing number of brands for gaining visibility. To encourage user participation and ensure that your social media campaigns offer value to all participants, make sure to provide them with valuable incentives.
5. Track, analyze and learn
Finally, you need to track your social media campaign results, study your analytics, and learn how to improve your promotion efforts. Trial and error are one of the best ways to learn what does and what doesn’t work for you, and there’s plenty of room for that on social media.
Social media can be a waste of time if not used properly, but when done the right way, it can greatly benefit your business. It is one of the most powerful and tested ways to attract new leads, give your audience a way to connect with your organization, increase your website traffic, provide valuable insights on your customers, and eventually – help strengthen your brand. An effective social media strategy is not set in stone, and you have to learn how to adapt and evolve in order to leverage social networks to boost your company’s brand awareness.