When it comes to promoting your brand, social media is a powerful tool. It used to be dismissed as a passing trend. Today, it has proved to be a cutting-edge tool for gaining traction and increasing conversions. Social media marketing is an integral part of any company’s digital marketing strategy. No company can compete in the modern marketplace without it. Your customers don’t just want you to be on social media; they expect you to be.
Social media builds awareness and trust in your brand. It creates a community of customers who are excited to engage with your brand in an intimate way. However, without a thoughtful strategy for expanding your audience and keeping them engaged, your social media presence will fall flat.
As the resident experts of digital marketing in Brisbane, we’re sharing how to launch your brand on social media the right way to ensure your success.
Set Up Profiles Across All Platforms
Before you launch your brand, make sure you’ve set up social media accounts across all relevant platforms. This includes:
- Claiming your chosen handle
- Filling in the relevant information
- Uploading any photos or links
If you have an online store, make sure the link is up and running so customers can begin buying your products as soon as your site goes live. Make sure you have a backlog of content ready to post before you launch. As a rule, you should have six organic posts queued up at all times.
Once you debut, you’ll need to keep the momentum going by posting consistently in the following days. Going without posting for long stretches can lose you followers. No one likes an empty feed. It’s better to hold off on launching until you have ample content ready to go.
Identify Your Target Audience
Nowadays, there are an overwhelming amount of social media platforms. Between Facebook, Twitter, Instagram, YouTube, and Snapchat alone, it’s enough to make your head spin. All of these platforms have millions, even billions, of everyday users that are potentially valuable to you. But how do you decide where to focus your resources?
You’ll need to identify who your target audience is. This will vary depending on your brand or product. Maybe you know that middle-aged men are most likely to engage with your content. Or maybe you’re after customers between the ages of 18 and 24.
Whoever your target audience is, do your research and figure out which social media platforms they use most often. Pay attention to where your competitors are placing the most emphasis, as this will help guide you. Every social media platform has a different culture, in a sense. Develop a plan for how you’ll utilize each one. Identify who you’re trying to reach on each platform.
Don’t feel you have to focus on every platform at once, especially if your resources are limited. Hone in on the ones that make the most sense for your goals and your target demographic. Even if you won’t be consistently active on every social media platform to start, it’s still a good idea to set up a profile and claim your handle. This ensures that another company with a similar name doesn’t snag your desired handle before you have a chance.
Create a Social Media Team
Integrate your social media strategy into your company’s overall marketing plan. You should take social media seriously and create a team that specifically focuses on working with this type of content.
Ideally, social media teams are made up of 1-3 people. It’s a good idea to have at least one person whose job it is to monitor your social media pages throughout the day, responding to customer questions promptly and reposting positive testimonials. Your social media team should be familiar with marketing, public relations, and SEO techniques.
Make sure your social media team is adaptable and updated on the latest developments in new services and products in your industry.
You should set specific goals to clearly define what social media success looks like for you. Measuring things like website traffic and new followers will help you understand your social media growth and development.
Keep in mind that social media isn’t the only marketing and public relations tool you should utilize. A multi-faceted approach is the best way to promote your brand.
Make a Schedule for Posting
Content is king, and consistency is key. You don’t want to find yourself in a position where you haven’t posted in weeks and have nothing ready to go. Create a content calendar ahead of time, and schedule it in using programs like Sprout or Buffer. Maybe you’ll post a video every Monday, new product photos at least once a week, and you’ll do a Livestream on Fridays.
Whatever your schedule is, lay it out and then stick to it. You’ll be much more likely to create a robust and reliable social media feed. Make sure you have a good pool of content ready to go at all times.
Consistency builds trust with your audience. It shows people that you know what you’re doing. Just because you get someone to follow you doesn’t mean they’ll stay following you. Consistent, engaging content will keep them around. Make sure you’re prepared to respond to feedback, both positive and negative.
The kind of content you post matters. Photos and videos are more eye-catching than just blocks of text. The longer your caption, the less likely people are to read the entire thing. The most important information should be at the beginning of your caption.
When it comes to deciding how often you’ll post which kind of content, the 70/20/10 rule is a good guideline. This means:
- 70% informational brand-building content
- 20% shared content from other sources
- 10% self-promotional content
You don’t want to overwhelm your audience with just one kind of post, so follow 70/20/10 to engage your viewers with a formula that balances out what they see.
Keep in mind that posting too often can be just as detrimental to your image as not posting enough. Keep your goals in mind at all times. Posting five very similar photos in one day may not be the smartest approach.
Keep Your Content Authentic
Social media allows you to quickly create a personality for your brand. This personality, or voice, should be consistent across all channels, including blog posts, TV/radio advertisements, and interviews with media outlets.
If your posts and media appearances aren’t consistent with your brand voice, it will come across as inauthentic and your audience will notice. Think carefully about the tone and aesthetic of everything you post and make sure it fits with your brand personality.
Proofread Your Posts
Pristine and professional content shows your audience that you’re the real deal. Be sure to proofread spelling and grammar on anything you post. Double-check that all information is accurate and up to date. Things like spelling mistakes or a link to a defunct website can negatively affect your image and frustrate your audience.
Take the extra moment before you hit that “publish” or “post” button to make sure that everything is perfect. Having content ready in advance is a great way to avoid sloppy mistakes that could hurt your brand’s image.
If you just launch your brand without building any buzz around it first, prepare yourself for the cricket noises. You want to generate excitement in advance and should consider doing a countdown to your launch day.
To drive new followers to your page, consider doing a competition or a give-away. Anything that gets people talking and posting about your brand is positive. Slowly reveal sneak peeks of your brand through organic social media stories and posts, which are non-boosted ads or paid promotions. Organic content builds trust with your audience before you launch paid promotions – users will identify you as more authentic.
All these tools are part of a marketing strategy called Drumbeat Campaigning. Think of the drumroll before a lottery winner is revealed. That is the level of anticipation you should be building.
Have a Launch Day Plan
Once you feel certain that you’re all ready to launch your brand on social media, you’ll want to create a plan for the launch day itself. You want your audience to be anxiously awaiting your debut. Consider a launch day party, giveaway, or Q&A livestream. It’s a good idea to give people an action to take on your launch day, such as tagging friends in a post in exchange for being entered in a raffle.
It’s important to drum up excitement amongst your audience before your big debut. The last thing you want is to work tirelessly on perfecting your social media content only to have no audience watching when you finally launch.
Are you still not sure where to start with your digital marketing strategy? From branded social media campaigns to brand launches, let us help you get noticed on social media.
As a premier brand agency in Brisbane, we know how to take your brand to the next level. Get in touch with us today!