Billions of users, all brands and companies are in a constant competition to gain attention and reach. Social media gives you the opportunity to reach a large part of the world from your cell phone or computer and attract new customers. However, becoming known or growing on the internet can be an overwhelming task, but with a strategic approach and constant investment of time, you too can break plateaus and make your business better known. But how do you go about it? What is the goal of your social media use?
The first basic building block
In our blog post “Building websites that sell” we have already explained that it is essential to build authenticity and a real presence so that people can trust you and are willing to buy your product or service. Social media is one of the best ways to build authenticity. The goal of using social media should not be to sell at the beginning, but to build a relationship with customers, as new customers usually meet you for the first time on social media. To do this, you need to understand and get to know your target group. It is also important to understand that an account with 1,000 like-minded followers is most likely worth more to your company than an account with 10,000 followers who all have different interests.
Understanding what moves your customers
Every person is unique, with their own worries, fears, hopes and goals. By recognizing and clearly articulating these aspects of your clients, you show them that you truly understand their needs and desires. Define exactly what specific needs, concerns or goals your ideal customers should have. Think about how your brand can specifically help solve their problems or achieve their goals. Imagine a fictional ideal target person and target your messages to them. By carefully narrowing down your target audience, you can build a deeper and more meaningful connection. Because by appealing to the basic emotions and needs of your target customers, you create a stronger resonance and closeness.
Depending on what you’re selling, this may all sound pointless because your brand may be selling a product or service aimed at a broad customer base. This is where storytelling comes into play.
Storytelling - example Red Bull
Successful brands are masters of storytelling. Despite their huge customer base, big brands often refer to these fictitious ideal targets in their advertising campaigns and build a story around them. Take the energy drink market, for example: Red Bull is the most successful energy drink manufacturer in the world, and not because of the taste or the effect. Nobody has tried all energy drinks and then decided that Red Bull tastes the best. Taste is a subjective thing.
Red Bull’s true success lies in their marketing. They could market to adults from young to old in any employment situation, yet they had targeted young, adventurous people who lead active lifestyles and are interested in extreme sports as their brand image. Through sports sponsorship, their own sports teams, events, TV channels and advertising, the brand built an image of energy, youthfulness and a sense of adventure.
How do you build a story behind your brand?
To build authenticity, quality is more important than quantity. There is a high probability that people will see you for the first time if they discover your brand on social media. Making a quality impression and not obsessively trying to sell something is key. Effective ways to “tell” your brand are as follows:
Visual storytelling
Use high-quality images, videos and graphics that present your work accurately and transparently. A visual story should be created around your brand and it should convey a feeling.
Testimonials
Show what you have already done for your customers and how they felt about it. This is particularly effective for building trust. Nobody likes to buy something and then not know what they’re getting. The more detailed you are, the more transparent you are for your customers.
Short-form content
Short videos are booming on the Internet. Attention spans are getting shorter. Short videos that show your brand can offer enormous added value. These videos are particularly suitable for summarizing and visually presenting the most important information about you and your company.
Consistent brand message
Always present your brand in a similar light. What does your brand stand for? What values does it convey? Keep these values constant in your posts and make sure your posts don’t spread too far apart. Tackle the same problems that your product or service is supposed to solve, but show it from different perspectives.
Interaction with customers
Respond to people in comments and direct messages. This shows that you are interested in your customers and that their feedback is important to you.
The last step
Social media is just the beginning of building a brand. Once you’ve created a large reach through social media, it’s important to make the process of buying as easy as possible. The next step for you is to convert the attention and customer relationships you’ve gained into sales. Depending on what you’re selling and how you’re selling it, there are different things to consider. If you are already in the process of setting up a webshop, you will find information here that may be of interest to you. You can find out how to set up a useful website here.
