Social media is almost too simple. It's easy to imagine that to market your business, all you have to do is transfer your knowledge from personal usage or learn as you go. In reality, of course, that is far from the case.
Like any other marketing strategy, social media requires careful thought and consideration. Put simply, you have to make sure that you don't just post the right content, but also stand out compared to other businesses in your and other industries.
Social media, after all, is where most of your potential customers spend their spare time. We now spend more than 2 hours on our favorite networks every single day. More than two-thirds of all Americans are active on Facebook alone, ranging in age from 18 all the way to 65 and above. If you want to get your message through and establish yourself as a reputable brand, an effective social media presence should be among your first steps.
Getting to that point can be complex. Fortunately, regardless of your business and audience, you can break the process down in easily digestible and achievable chunks. More specifically, you can take these 7 steps to market your brand on social media, and grow your revenue and reputation.
1) Understand Your Audience
First, a basic marketing truth: no promotional effort should start without consideration of your audience. You need to know exactly who you're trying to reach and convince with your messaging before you go about doing so.
Your audience can differ significantly based on the type of brand you manage and industry you're in. You probably already have a good idea of who they are. It makes sense to get specific in terms of demographics, life cycle stage, and professional standing. A quick analysis of current and past customers can give you a good start.
2) Choose Your Platform
Based on the audience you found in your analysis above, it's time to choose the channel through which you will communicate with them. Facebook tends to be the most common answer, because it's the only social network that cuts through all demographics and age groups. But it's not your only option.
Match your demographics with this research by the Pew Research Center. You might find that Twitter, Instagram, or LinkedIn are actually great overlaps. Don't follow your temptation to go with the platform you're most familiar with; instead, choose the one your audience knows and uses the most.
3) Build a Brand Page
Once you know your platform, you have to build your presence. That means building a 'brand page' or profile representing not you personally, but your business.
On some platforms, that's relatively simple. Instagram, for instance, only requires a name, profile picture, and short description. Other options, like Facebook, are more complex. This tutorial can guide you through the process of building a page that accurately reflects your brand and services offered.
4) Focus on Visual Content
In social media, and marketing in general, visuals matter. So much, in fact, that they significantly improve almost any type of post you can make. Studies show time and time again that regardless of the specific platform you focus on, posts with images, graphics, or video generate more clicks and engagement than those without.
You can use that fact to your advantage. Share content directly related to your brand and products, from images to video and infographics related to your brand and industry. Make it a goal: everything you post should come with at least one relevant visual attached.
5) Go for Value, Not Promotion
You might look to use social media to market your brand, but your audience doesn't. Rather than pushing out direct marketing messages, it makes much more sense to focus on content that your audience actually wants to engage with.
What does that value look like? For your brand, it might range from tips connected to your product to more general advice and updates on industry trends. As long as it's broadly connected to the renting experience, it's relevant to your business.
Of course, you don't want to forego promotion altogether. After all, you need to use the medium to actually grow your business and revenue. Try to follow the 80/20 rule: 80% of the posts you share should add value for your audience, and only 20% should be promotional about your brand.
6) Post Consistently
On social media, consistency is key. If you only post updates occasionally when the mood strikes, you will have little chances of gaining followers or seeing your content appear in your audience's newsfeed. Instead, it pays to approach your posting schedule strategically.
Facebook, for instance, is most successful for brands that post at least once per day. For Twitter, that number may go up to 15. Spread your messages out by using a free scheduling tool like HootSuite, which allows for consistency without constantly requiring your time.
7) Engage Your Audience
Finally, never underestimate the social aspect of the medium. Rather than approaching the channel as a one-way street, you need to consider it a holistic conversation. Your posts should seek engagement, and when current and potential customers comment, it makes sense to respond promptly and in a friendly, personal manner.
To achieve this goal, you should also look to connect your personal and professional efforts on social media. You might already be using your personal Facebook account to let your friends and connections know about available properties. So why not occasionally direct them to your page, or share content from your page? The stronger the connection, the more you can connect your natural personal brand to your business efforts.
That's it. Taking these steps is all you need to make sure your brand is well represented on social media. Take them, and you can not just attract more customers but also increase the satisfaction of your existing audience. As long as you consistently deliver value and engage your audience, you don't need to be a professional marketer to use social media to your advantage. Contact us to get help in that process.