Social media is essential for any brand, but especially startups looking to differentiate themselves in a cluttered marketplace. When tackled with careful strategy and execution, social media is what builds relationships with consumers, ultimately leading to sales and brand advocates. The power of social media has leveled the playing field such that the smallest of brands can challenge the most notable.
But where to start? There are so many options, and managing these efforts is a full-time job. Whether you’re just now planning to launch your social efforts, or you’re looking to optimize your tactics, consider these 5 tips:
1. Tell your story.
If you’re looking to build a relationship with current and prospective customers, then your job is to tell a story. Your brand is more than an object and more than a name — there’s a narrative to be told. Think about your favorite brands — do you ever wonder what’s behind the name, who the creators are, or how the brand has evolved? Telling the brand’s story encourages affinity, keeping your brand top of mind.
Consider our example, below. This advice was a major impetus behind our brand, which reminds us to always search for and seize subtle adventures throughout the day. We wish for our brand to remind fans and consumers to be adventurous and innately curious.
2. Remember where your audience spends time.
Before investing into a channel, do your research to determine if your audience is actually there. If you’re hoping to reach women between the ages of 35-44, Snapchat probably isn’t a channel you should focus on. Instead, research to find where women in this age group spend their time — consider Facebook, Pinterest and maybe even Instagram.
3. Cater your content.
Once you activate a channel, cater your content. When creating, remember that every channel should be supported with custom, native content. As a brand, you should be a contributor, not just an advertiser. If you’re a contributor, you’re providing valuable content for your fans — it’s content they want to see, and content that is so compelling it causes them to engage.
4. Allocate your media budget.
When you’re ready to reach a mass audience, you’ll need a media budget to ensure your content is seen. You may think that your content isn’t good because it’s not being engaged with, but it’s likely because it’s not being seen. Consider this: when you post on Facebook, your posts are usually seen by less than 1% of your fans, unless you use paid media. Due to the number of brands on Facebook, combined with the limited inventory in Facebook’s Newsfeed, Facebook has the opportunity to charge brands to guarantee their posts are seen. It’s simple supply and demand.
5. Don’t forget the goal.
Lastly, remember your goal. Tactics you put in motion should funnel back to a defined goal like fan growth, engagement, or sales. Everything from content creation, to channel selection and targeting should consider the goal in mind in order to achieve success. For example, if you’re hoping to generate email leads, Instagram isn’t a good environment because it doesn’t support an email signup form. Set the goal, and then stick to supportive tactics.