How is social media part of my business branding? If branding is all about winning the hearts and minds of your target audience, then one of the best ways to go about it is through social media.
The question of whether or not social media branding is important for your business is not groundbreaking anymore.
The simple answer is, “Yes, it is.”
Since the massive success of Facebook, Twitter, and Instagram, companies have shifted their focus from traditional branding to social media.
Social media is a revolutionary tool that is used by businesses to connect to their consumers.
Every channel your business has on social media is a means for your audience to see and engage with you. It is for this reason that business branding is critical.
What is Branding?
In the past, the concept of branding can be easily understood as an icon or phrase that identifies a product or a service. For example, the slogan “Got Milk?” is considered one of the most successful branding campaigns ever.
It is simple but effective in conveying the message that milk is important. It was the way businesses did branding before.
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However, branding is more than just your message. It’s your company’s identity. Seth Godin once defined branding as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
He doubles down on this point by adding, “if the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Branding extends to the entirety of the business’ personality, everything from its logo, voice, color schemes, personas, values, mission, and many more.
Branding, if done correctly, is an effective way to raise awareness, engagement, loyalty among your consumers. But due to its complexity now, it has become harder and harder for businesses to establish their brands. With many available platforms, it is more challenging to pinpoint strategies that will work for you.
More recommended reading: “Brand You: Branding Pointers for Professionals.”
Did you know that Facebook Messenger is actually a VERY helpful little tool to keep in touch with consumers and readers, although it has been estimated that only around 30% of businesses are utilizing it?
(This digital marketing fun fact is from CastFromClay.co.uk.)
Social Media: Like Adding Fuel to the Fire
Whether you’re a startup, a small business, or a big organization, you have probably decided to “legitimize” your business by building a website.
Chris Danks calls the website “the rally-point for your brand’s followers.” It is your very own space where you can engage with your target audience directly through search engine-optimized content.
This content is your fire and social media is the fuel that makes your fire bigger. It amplifies, broadcasts, and gives your target audience the virtual tap on the shoulder to call their attention.
Whether you’re a startup, a small business, or a big organization, you have probably decided to “legitimize” your business by building a website.
Why is Social Media Great for Brand-Building?
1. Everyone’s on Social Media
We Are Social reports that there are 3.8 billion social media users worldwide as of January 2020.
This is a BIG chunk of the Internet-using pie of 4.5 billion Internet users worldwide.
So if you want your brand to be known, you can aim to make it known to those 3.8 billion people.
2. Social Media Gives You Reach
According to BOP Design, “80% of consumers are more likely to evaluate solutions from the brands they follow on social channels.”
They call social media a “one-to-many” approach to getting your brand out there. A strong and consistent brand presence means reaching a broader audience.
3. Being Active on Social Media Makes You More Discoverable
Creately states that “Google adores social media” which means it is an important part of your SEO strategy.
Online networking is becoming more intuitive, and keywords could lead potential customers to your social media accounts. Just research on what your target audience is probably searching for.
4. Social Media Aids in Building Likability and Trust
It provides a way for you to engage with your customers directly, allowing them to get to know your business and the person/people behind the business and forming an affinity with it.
Where there is a connection, there is trust. Where there is trust, there can be loyalty and referrals.
5. Social Media Can Help You Improve Your Brand
Social media can provide a solution to your business, too, should problems arise.
According to Tech Funnel, “[social media] provides market insight companies can use to better their brand. When a brand is experiencing problems, social media is there to connect with consumers that can provide insights into why the brand is having those problems.”
More recommended reading: “What Marketing Materials Do I Need for My Business?”
Did you know that 85% of all Facebook videos are watched silently?
(This digital marketing fun fact is from DigiDay.)
Which Social Media Channels Should My Brand Now Take Advantage of?
This is not an easy question to answer. According to Buffer, there are 21 social media sites you may consider for your brand.
Influencer Marketing takes a leap forward and says there are more than 75 social media sites you may engage in.
So how do you narrow it down? Know your target audience and the social media platforms they are most active on.
Hey, it’s great if you can be on 21 or 75 social media sites but it’s better to focus on one or two channels while you also work on your website’s content.
Remember: it might be relatively easy to set up a presence of sorts on a particular social media site, but staying active and constantly able to come up with high-quality and engaging content is another matter entirely.
It might be safe to say that you’ll probably have Facebook and perhaps another two or at most three other channels as your main social media sites:
- Facebook: for its Business Page, Messenger, and maybe even Groups later on.
- YouTube, especially if you’re into a lot of video marketing
- Google My Business (for awesome local SEO)
- LinkedIn (if your brand is heavily into B2B marketing)
- Instagram and Pinterest (if your brand is highly visual such as fashion, design, food, and so on.)
It’s more important to be consistent with your content and then covering all bases as far as amplifying it on social media goes — every single thing leads back to your brand.
Get your brand to stand out on social media with these helpful tips from Neil Patel:
Three Keys To Success in Social Media Branding
With mobile phones and internet accessibility at an all-time high, social media has become one of the most fundamental marketing and advertising channels today.
It will become more integrated within people’s lives for years to come. As such, it is important for businesses to make sure they’re leveraging social media in a way that’s consistent with their brand.
Social media branding has multiple elements that should be at the forefront.
1. Identify your audience.
Businesses should be on platforms that are essential and beneficial.
Let us say, for instance, you are a video surveillance installation company, ABC Company. ABC Company’s market is comprised of retailers and manufacturers who are looking to install video surveillance systems in their facilities.
ABC Co. is trying to build its social media presence. The question now is, do you need to be everywhere?
No. As a B2B business, only certain platforms are worth investing in.
You don’t need to be on Twitter or Pinterest to define your brand. Instead, you should focus on building your brand on Facebook or Instagram.
Stay on platforms where your target audience can see you. Know your market and be where they are.
2. Consistency is key.
When you set up social media platforms, certain items need to be addressed first. Your most basic, most essential branding elements such as the logo, slogan, visuals, should be set right away.
One key point that you should remember is to be consistent across all platforms. Your Instagram account should have the same feel as your Facebook account.
Establishing a specific look will let your audience identify you faster and easier. For instance, Glossier is known for the millennial pink minimalist aesthetic. Immediately, a connection is made between a post and the audience every time they see this aesthetic.
The audience recognizes the brand, even just by looking at the colors.
3. Know your tone.
Since social media branding extends beyond the visuals, the way you engage and tell your story with your audience is also critical.
Defining early on the tone by which you communicate on social media helps in establishing your brand. You should never confuse your audience by sounding so serious in your ads, then sounding so cheeky in your engagement channels.
Know the language of your audience and communicate that way.
More recommended reading: “Why Is Digital Marketing Important For Branding?”
Did you know that 53% of consumers are more likely to buy when they can contact the business personally and directly — such as with Facebook Messenger?
(This digital marketing fun fact is from Facebook for Business.)
A Final Word About Social Media and Branding
Social media has redefined the way businesses do branding.
Branding in social media is a holistic approach. Relevance is not measured anymore by just being present and visible. The true measure of success is when your target audience becomes aware of you, engages with you, and eventually becomes loyal to you.
This process will not be feasible if you fail to recognize the role of social media in business branding.
With millions of businesses competing for their relevance online, having experts to guide you on your branding journey is paramount.
Ready to begin? The space explorers at LOJO Marketing are waiting to take your business out of this world and help it find a place in the universe. Talk to us today.
