It seems a bit “retro” to be talking about brand awareness through social media, but many businesses – especially service oriented – still struggle to make their content stick. Content only does it’s job when the right people see the right posts and shares, and many marketers still struggle with this more than the content creation itself.
So here’s a helping hand – 10 tips for increasing your brand awareness using social media:
FIND YOUR MARKET
It’s too easy to assume that your target market use one particular social platform or another. Thankfully, each social site is a search engine in and of itself, which makes it easy to find conversations about your industry, products and services. Use search to find the conversations and prove people’s propensity to discuss your chosen topics on a given platform, before you start reaching out.
MAKE IT MANAGEABLE
If you’ve researched the conversations well enough, you’ll likely find that there’s no need to be maintaining a profile on every social media site available. I’m going to make the assumption that you’ve enough to do in your business, not to be spending hours on end composing status updates, sourcing images, and generally being interesting on Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, AND many others. Making your efforts sustainable and consistent is more important than trying to be everywhere at once. Choose a few outposts, and focus on the quality of your connections thereon.
Getting your content noticed in the noisy world of social media requires eye-catching subject matter. That means photos and video. Grabbing the attention of your target audience is made all the more easier when you attach images to your updates, regardless of the platform. Just scan your own news feed on Facebook to see which posts make you stop and take notice. Odds are that more often than not, it’s an image or video thumbnail that caught the eye.
Recognise th fact that people on Facebook aren’t all on Twitter, and vice versa. As such, PLEASE try to avoid the all-too-common mistake of auto-osting all your Tweets to your Facebook timeline. Twitter may force you to restrict the length of your message to 140 characters, but Facebook doesn’t. Similarly, hashtags really haven’t made a successful transition, despite Facebook’s best efforts. Similarly, there’s no place for stock images and text overlay on your Instagram feed. Consider the audience as being unique to any one platform, and provide content that suits the audience and the platform, for better engagement and better results.
There are enough businesses on social media in broadcast mode. Try posting nothing but outbound messages for a while, and see what level of engagement you get. What followers you do attract will soon be turned off by the omni-directional nature of your messages. Instead, strike up conversations with others, mention them, and turn the spotlight elsewhere once in a while. You’ll get far better engagement, more followers, and greater clickthroughs, when required.