In recent years we have seen many people, bloggers and company’s alike achieve global success in their respective fields through brand promotion via various social media channels. BeautyByJJ has transformed herself into an International make-up guru showcasing her self-taught skills on Youtube and Instagram. Timothy Sykes, one of the best-known currency traders of our time, also uses social media to recruit eager students from around the world onto his trading programmes.
Many often question, what makes these brands so popular and wonder how they manage to amass thousands of followers and subsequent likes? The answers can be found in how well they engage with and understand their audience. From our observations across all social media channels, these brands understand;
- People do not want to be sold to
Successful brands use more creative and subtle ways of presenting their products and services on social media. For example @beatsbydre on Instagram posts pictures of people wearing their headphones while doing everyday activities, which is more relatable than a simple image of the earphones.
- You have to emotionally engage your audience
Popular brands make their followers feel like they need what they have to offer. They know exactly what their customers like, whether it is luxury items, the need to feel popular or fashionable for example and demonstrate how their products give them that feeling through what they post.
- Customers know what they want
By observing what type of posts obtain a lot of likes and interest, successful brands will build and develop future content around that. Monitoring what people like is also used to test out new ideas as the amount of interest gained can be used as a form of market research.
Traditional marketing strategies are planned into execution and closely monitored for their effectiveness over a period of time. Social media marketing should be approached in the same way and supported by a clear understanding of what the company intend to achieve in order to be effective. Ric Dragon, author of Social Marketoloy outlines the following key approaches business’s should consider when social marketing:
- Brand maintenance – General posting and follower interaction
- Community building – Establishing a loyal follower base
- Influencer outreach – Engaging with popular bloggers and experts
Whether one or a combination of the above, definitively decide how you will use your social media platforms to engage your customer while building your brand. A common occurrence with many start-ups is that they operate their business social media accounts in the same way they do their personal accounts. On the other end of the spectrum, there are accounts which are poorly managed and fail to regularly post captivating content at all. It is important that the right balance is found which ensures maximum brand exposure and interest from your targeted audience.
Establishing and maintaining a social media presence for your business is now just as important as the business itself.
Whether it be on Facebook, LinkedIn, Twitter or Instagram etc. the opportunities to share products and services with the world are limitless.
By Jen Scott from Hustle & Heels Ladies Lunch