This is a reality that most entrepreneurs share. In fact, recent research from Econsultancy shows that 71 percent of brands plan to invest more in social media this year to reach new followers and build their brand reputation.
Do you want to know how to get it? How to enhance your branding in social networks?
Choose the networks that suit you best
If we continue with data, according to a study by GlobalWebindex, 93 percent of Internet users use at least one social network, and 22 percent of Americans log on more than once a day. We could go on with more figures, but you know that. Networks are very important and there are so many that you must be clear about which one to use. How should I know? Very easy. If you haven’t already done so, you need to build your buyer personas. You must know who you are targeting, what motivates them, what concerns them and, obviously, what social networks they use. Let’s take a look at the most popular ones.
4 billion people log on to Facebook every day, according to web analytics and online marketing company Hubspot. This figure really gives you goose bumps. Facebook is, without a doubt, one of the best platforms to promote any type of brand. Its users tend to be very diverse.
It’s a great option if your company relies heavily on images, on visual aspects. Do you run a restaurant, a clothing store, are you an artist or own a small hotel? If your business can be promoted by sight, Instagram is ideal for you.
Pinterest’s intent is very similar to Instagram, although Pinterest’s audience is mostly female. So this social network has become the ideal place to promote clothing companies, jewelry, accessories…
It is possibly the best platform to reach a male audience, specialized in the technology industry. Statistics show that two-thirds of the users of this network are men and work in engineering or other technical professions.
If your company is B2B, Linkedin is your social network par excellence. It is an extremely powerful platform with endless possibilities. It has more than 380 million registered users.
Although it is losing strength with so much competition, it is the platform that best relates to websites. It has a simple, easy and intuitive interface. Its immediacy is indisputable and, for this reason, it is the queen among the media and companies that work side by side with current affairs.
Provides valuable and shareable content
Every piece of content you create should support your brand image. You may have prepared a calendar and are doing your homework. But this is not enough. Each publication must strengthen your branding. Don’t be afraid to use visual content, because articles with images receive 94 percent more views. But beware of humor, sarcasm or the messages of certain memes. If you are not 100% sure how the audience will receive your message, don’t spread it. Count to ten before clicking submit. One mistake can be crucial to your business.
Try to make sure that the content provides value and is really interesting, so interesting that it is worth sharing.
A great example is this Adidas video.
With this fantastic content, Adidas positions itself as a sustainable brand that captivates its audience. In addition, it creates an attractive and shareable video. It’s posted on YouTube, on the company’s channel, but I’m sure it’s been shared on all of Adidas’ other platforms. What’s more, in the event that the brand had not done so, it is likely to have been shared by its audience.
Make the most of influencers
A good alternative to achieve visibility in the networks is to use an influencer. But what is it exactly? It is a person who has credibility and the ability to generate opinions and reactions among your leads, your potential customers. But be careful, you must first make sure it fits with your company’s message and tone. Their image should go hand in hand with your branding. And don’t forget, influencers ‘ followers are more valuable for their quality than their quantity. Don’t get carried away.
Be true to your brand’s digital identity
Always use the same color code. Always. Offline and Online, on website and social networks. Adapt your logo and typography to the different environments and check that it does not lose quality or legibility. Create a unique identity in a way that is instantly recognizable. Do you want to know if your company’s brand and digital identity on social networks go hand in hand? Find out in just five minutes by taking this curious test.