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When it comes to social media marketing, authenticity is key, but curating an authentic brand identity that helps you stand out online, helps you build trust, and helps you gain visibility on social media platforms, can be quite a challenge.
From choosing the right platforms for your target market to posting content that starts engaging conversations with your customers, here’s how to manage an authentic 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 too thin is a major mistake in social media marketing. So instead of trying to publish on multiple platforms, choose one to three places to promote and publish and keep your business consistent.
For example, if you’re a small business targeting local customers, focus on producing high-quality content for one to two platforms, such as TikTok and Instagram, before trying to expand to Pinterest, Facebook and LinkedIn. You can also reassign content from one platform and use it to another, which will save you valuable time as a business.
Related: The business of mastering the power of social media
2. Create an authentic brand identity
Your brand identity needs to resonate with your unique target audience, so it’s important to find out who your dream customer is and what needs or pain points they have that you can address. Once you understand this, think about how you want your brand to be perceived by your target market. Do you want to look friendly and approachable or professional and trustworthy? This will help you inform the language you use, the visuals you share, and the overall tone of your posts.
Publish content that your customers value and reflect their existing ideas to build an instant relationship with them. By showing that you understand their point of view and have a common position, you can build a mini-community online and show more personality as a brand than a corporate tone of voice. You also need to build trust by giving a behind-the-scenes look at the day-to-day running of your business. This helps break down the barriers between your business, your team and your target market.
3. Visually show what your brand is
Color combinations and video content can be used to visually reflect the values and goals of your brand online. Suppose you are an open / adventure brand. Your social media marketing strategy should evoke emotions of freedom, fun and excitement. Your content should energize your audience and encourage them to take advantage of every opportunity to explore and travel. The colors should be bright, bold and complement the idea of an outdoor adventure. While the luxury spa have to include gold, silver, bronze and ivory in their social media posts, which are reminiscent of luxury, glamor and relaxation. This concept should be used in all social media activities and guide your choice of graphics, colors, videos and music.
Related: 3 ways a strong brand identity can lead to greater success for your small business
4. Start conversations online
When it comes to authenticity, you will need to actively engage with users online. And one easy way to do that is to post content that requires a response. From surveys and questionnaires to debates and live streaming hosting, social media marketing can quickly become your most powerful tool for gathering insights and information about your customers’ likes and dislikes. With this data, you can make better business decisions, set up your social media marketing campaigns, and demonstrate that you value their input.
5. Give your brand a face
Adding a human dimension to your social media presence is a smart move and can help transform your entire social media marketing approach. After all, social media is designed to be social, and your customers will appreciate engaging with another person instead of responding to scheduled social media posts. To give a face to your brand, introduce one or two members of your team and allow them to “go live” and talk directly with your followers, answer questions, provide information and add value.
You can also organize regular webinars or podcasts and invite industry experts to work with you, which will not only add value to your brand, but help increase your reach online. Why does this build trust and authenticity? Well, people naturally trust other people more than a company, which is probably why many corporate accounts find it difficult to grow organically. When your brand identity involves a real person, it makes it much easier for consumers to trust you and connect with you.