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When it comes to social media marketing, authenticity is key, but caring for an authentic brand identity that will help you stand out online can help you build trust and gain visibility on social media platforms can be quite a challenge.
From selecting the right platforms for your target market to posting content that triggers conversations to connect with your customers, here’s how to manage your actual social media presence.
1. Choose your social media platforms wisely
While being active on all social media platforms can help increase your organic reach, spreading yourself very thin is a big mistake in social media marketing. So instead of trying to publish on multiple platforms, choose one or three places to promote and publish and keep your activity consistent.
For example, if you’re a small business targeting local customers, pay attention to preparing high-quality content on a platform or tour, such as TikTok and Instagram first, before attempting to spread it to Pinterest, Facebook, and LinkedIn. You can also use content from one platform and use it on another, which will save you valuable time as a business.
Related: The business of harnessing the power of social media
2. Create a true brand identity
Your brand identity needs to resonate with your particular target audience, so it’s important to clarify who the customer of your dreams is and what their needs or pain points are. Once you know that, consider how you want your brand to perceive your target market. Do you want to be kind and approachable or professional and trustworthy? This will indicate the language you use, the visuals you share, and the overall tone of your posts.
Post content that your customers value and reflect existing ideas to create an instant connection with them. By showing that you understand their point of view and have a common ground, you can create a small online community and show more personality as a brand than a corporate tone of voice. You should also build trust by providing a scenario for the day-to-day running of your business. This helps break down barriers between your business, your group, and your target market.
3. Show your brand visually
Color combinations and video content can be used to visually reflect your brand values and goals on the web. Suppose you are an outdoor / adventure brand. Your social media marketing strategy should trigger emotions of freedom, fun and excitement. Your content should encourage your audience to take advantage of every opportunity to explore and travel. Bright, bold colors and the idea of outdoor adventure should be fulfilled. A luxury spa retreat should include gold, silver, bronze, and ivory in social media posts that evoke luxury, glamor, and relaxation. This concept should be used in all social media activities and should guide the choice of graphics, colors, video clips, and music.
Related: 3 Ways a Strong Brand Identity Can Be More Successful for Your Small Business
4. Start online conversations
In terms of authenticity, you need to be actively involved with users online. And one easy way to do that is to publish content that requires a response. From surveys and questionnaires to discussions and live broadcasts, social media marketing can become your most powerful tool for gathering information and insights about your customers ’likes and dislikes. With this data, you can make better decisions as a business, shape your social media marketing campaigns, and show that you value their contribution.
5. Face your brand
Adding a human aspect to your social media presence is a smart move and can help transform your overall social media marketing vision. After all, social media is meant to be social, and your customers will appreciate being involved with someone else, rather than reacting to scheduled social media posts. To give your brand a face, introduce yourself to one or two members of your team and let them “live” and speak directly to your followers, answering questions, providing information, and giving value.
You can also organize regular webinars or podcasts, and invite industry experts to collaborate with you, which will not only add value to your brand but also help you increase your network reach. Why does this create trust and authenticity? Well, people are more self-reliant than other people in a business, and that’s probably why many business accounts are struggling with organic growth. When your brand identity includes a real person, it’s much easier for users to trust you and connect with you.