How to Effectively Communicate Your Brand Via Social Media
Emerging technologies and social networking have made this an interesting time in marketing. Today’s business owners must understand how everyday consumers can influence the buying decisions of others through social media.
Utilizing social media sites to reach your target market is no longer optional when it comes to business. A strong digital presence is necessary to survive in today’s digital age. This guide to social media will reveal how you can effectively communicate your brand’s message.
1. Use Every Area of Social Media
Did you know that approximately two-thirds of conversions will take place outside of a business? This might seem surprising, but consider this: Consumers have more influence than ever before due to the internet and social networking. This can be positive for your brand, but it can also be detrimental without a solid SEO and social media strategy. However, most businesses don’t have the time or resources to constantly monitor social networking feeds or create posts.
Social networking users are inundated with hundreds of messages every time they log in. So, how can your business cut through the noise and reach those who can be a positive influence on your brand? The key is to focus on users who are active on each social platform, including Facebook, Twitter, and Instagram. Allow these influencers to be your eyes, ears, and eventually spokespeople for your brand.
2. Create a Grassroots Message
Social entrepreneurship is the star of today’s modern age, so many brands are hoping to capitalize on its popularity. However, most savvy consumers can discern which brands are simply using a catchphrase instead of being truly committed to a social cause.
While most marketers and business owners know that authenticity is important, many of them are unsure what that means. This can lead to embarrassing marketing blunders that can haunt your brand for several years.
3. Share Your Products with Micro-Influencers
In the past, marketers created television advertisements that would run every five minutes. Eventually, the product ingrains itself in the consumers’ minds, leading to a purchase. As you can imagine, this approach is no longer effective in the social media age.
Most teens and adults have a solid understanding of how social networking works, and they realize that companies also take advantage of social media sites. Consumers are aware of product placements when they watch movies or television shows or browse Facebook and Instagram. They’re more aware of marketing “tricks” used to convince people to make a purchase. This has given rise to a new group of users – micro-influencers – who share product experienced online.
Of course, not every influencer will have the influence your brand is searching for. The number of followers an influencer has can greatly affect how much they can sway other consumers’ opinions. While it may seem like more followers = more influence, statistics have shown that those with 1,000 followers or fewer have the highest rate of “likes” at 8 percent. Conversely, top influencers with 1 million or more followers have a 1.7 percent rate of likes.
Remember, it’s not necessary to pair up with a celebrity to increase brand recognition. Nielsen recently revealed that nearly 90 percent of consumers are more likely to listen to a recommendation from a friend or family member than an endorsement from a celebrity.
Fostering relationships with influencers is one of the best ways to gain trust among millennials. When you engage the power of micro-influencers and create authentic messaging, you’ll be able to increase conversions while building long-term relationships with consumers.