Have you ever travelled on public transport? Well, I do, almost every day, and the first thing I notice almost immediately upon entering the coach is how, apart from the ones who have to get down at the station, no one is even aware of the horde boarding the train.
And the culprit, yes, you guessed correctly, none other than ‘mobile phones’ or, more precisely, social media. Apart from a few rule breakers, every single person I met along my journey is either busy watching reels, scrolling through Facebook or checking Twitter trends.
Social media has not just integrated itself into our day-to-day lives but also transformed the way we communicate, share information, and engage with others.
Although a nuisance for some, it can present a great opportunity for business leaders to build a strong brand presence and connect with their target audience, yes, the ones I meet daily, mindlessly scrolling through their feeds.
Let’s delve deep into how you, as a business leader, can leverage social media to build a strong brand presence.
Before you jump in, let’s start with having a clear understanding of your well-defined brand identity. You should have a clear idea of what are the mission, vision and core values of your brand.
Who is going to be your target audience? Creating buyer personas will help guide your social media strategy. Defining your brand identity will help ensure consistency in your strategy across different social media platforms.
Twitter, Facebook, Instagram, Linkedin, Pinterest and the list goes on. With the abundance of social media platforms, it is easy for you to feel overwhelmed.
But it is also essential that you select the platforms that align the best with your brand and where you are going to find your target audience. If your target audience is professionals, you are definitely not going to find your target audience on Instagram, right?
Similarly, for a fashion brand, Instagram should be your go-to platform. Each platform has its own set of features and demographics; all you have to do is research and analyse which platforms your target audience is most active on and focus your efforts there.
What do you see on Instagram? Photos and video, right? And what about Twitter- short and concise thoughts? Every social media platform is different, and thus it is essential to create valuable and engaging content to perform well on each platform.
Develop a content strategy that aligns with your brand identity and resonates with your target audience. Consider the type of content that performs well on each platform, such as images, videos, or blog posts.
Plan your content calendar in advance, ensuring a consistent posting schedule and mix of content formats.
Social media is a two-way street; you can not just post content and expect it to work. Engaging and interacting with your audience is also equally important.
Responding to comments, DMs and any mentions does not just help build reliability but also creates a sense of community around your brand. Encourage conversations, ask questions, and seek feedback to foster a deeper connection with your audience.
Remember those reels we keep scrolling through? Yes, the people in them are influencers, and you can utilise them to promote your brand.
Influencer marketing is one of the most powerful tools for building a brand presence on social media. Identify influencers in your industry or niche and collaborate with them to expand your reach.
Partnering with influencers can help increase brand awareness, credibility, and trust among their followers. However, do ensure that the influencers align with your brand values and have an engaged and relevant audience.
Monitoring and analysing your social media performance is crucial to understand what works and what doesn’t. Every social media platform comes with its set of analytics tools to track metrics such as reach, engagement, click-through rates, and conversions.
You can analyse the data to identify patterns, trends, and opportunities for improvement and use these insights to refine your social media strategy and make data-driven decisions.
Although the times have changed, with people getting entrapped by the charms of social media, it also presents a great opportunity for businesses to create awareness and build a strong brand presence through social media.
All they have to do is define their brand identity, choose the right platforms, develop a content strategy, actively engage with their audience, collaborate with influencers, and monitor their performance.
Remember, consistency, authenticity, and providing value to your audience are key to success. Embrace the potential of social media and unlock new opportunities for your business.