What strategies are best practice for Marketing your Brand on Social Media?
In order to use social media effectively to promote your brand on social media, it’s important to implement relevant strategies that cater to your goals and target your audiences.
Defining your Target Market
Ensuring you have your Target Market nailed on the head is the difference between raving fans & having an arena full of people & them just rock up because you were holding a free event. A bad analogy I know!!
But in all seriousness, we can compare this analogy with your current engagement rate on Instagram. Use the below engagement rate formula on a post or two.
How'd you go? A good engagement rate is between 1-2%. If it was below this, there's your problem! You're either not creating content that appeals to your Target Market, or your followers do not make up your Target Market!
So how does this happen? How do random people find your account?!
There's a few things that could have happened when you find that your engagement rate is relatively low. You may have boosted a post or created a Facebook ad that had a very generalised Target Market established, the hashtags used could have been irrelevant, or even your current followers are getting the wrong impression of the content you're currently producing.
How should you resolve this?
Re-evaluate your Target Market! I have a pretty simple exercise for you to complete to be able to clearly finalise your Target Market.
Demographic Factors: Includes your ideal customer's age, gender, income, education, social class, religion & nationality.
Geographical location: Where your ideal customer/client is located. This can be a county, state or town. Note: if you sell your product/service in multiple countries - they all need their own personal Target Market.
Behavioural Factors: Your ideal customer's interactions with brands & products. This includes; product usage, brand loyalty, purchasing behaviour (what segment of the consumer buying process are they at?), or occasion or timing. ie. Is your product/service one they have to use often? Meaning do they have to purchase it often? This may decrease their brand loyalty & you will need to focus on a distinguishing selling point of your product/service.
Psychographic Factors: Clubs, hobbies, their personality (introvert or extrovert), their attitudes, beliefs & favourite brands.
It's also good practice to establish their Beliefs, Desires & Fears as this may be what is holding back your clients/customers from clicking that 'purchase' button.
Establishing your Competitors
Google the product or service that you offer & have a flick through your competitor's websites. What are they doing the same to you? What are they doing differently to you? Do you have a key distinguishing factor between your practice & theirs, and can you use this as your competitive advantage?
You can also see if your competitors are currently running any Facebook advertising, you can do this by visiting Facebook Ads Library. This will give you a good indication of what sales your competitors are promoting, or if there's certain products/services that they're trying to push.
Your Goal Planning can fall under numerous categories, some of these include:
- Brand Awareness
- Conversions (sales)
- Audience Retention
It's good to have both short term & long term goals planned as the short term ones seem more attainable & close, whilst your long term goals make you aim for the bigger picture.
Once you establish your goal you can then work on how to put your strategy into action!
Consider the actions you need to take per goal to acheive them - 𝙩𝙝𝙞𝙨 𝙞𝙨 𝙮𝙤𝙪𝙧 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮. ie. Using Influencer Marketing to raise Brand Awareness.
Tip: It’s always important to ensure your goals are SMART - Specific, Measurable, Attainable, Relevant, Time-bound.
There’s no use creating a goal you cannot achieve! All the strategies in the world won’t help you achieve them if they are too far out of reach.
𝗞𝗲𝘆 𝗽𝗼𝗶𝗻𝘁𝘀 𝘁𝗼 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿 𝘁𝗼 𝗴𝗲𝘁 𝘆𝗼𝘂 𝘀𝘁𝗮𝗿𝘁𝗲𝗱 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆:
✨ Create a Customer Persona
✨ Conduct a Competitor Analysis
✨ Check out your competitor’s engagement rate!
Still need a hand with your Brand Strategy? Email me at email@example.com