Are You Using Your Social Media Weapons to Build Your Brand Presence Correctly?

These days it’s certainly impossible to ignore social media, everybody seems to be using it!

But it’s become much more than just ‘social.’ When used correctly as part of a carefully planned digital marketing strategy, it can be one of the most effective ways for building your brand presence online. Here we offer several key social media marketing tips for small- and medium-sized enterprises, enabling you to harness the true power of your social networks in order to engage your target audience and build for your business an effective and truly awesome online presence.

Social Media Marketing Explained

Marketing your brand on social media is all about creating relevant content that will engage your followers, prompting them to interact with it through things like comments, likes, and shares. Through social networks such as Facebook, Twitter, and even LinkedIn, you can promote your brand and what it offers, as well as build awareness and a unique online identity for your business.

Sounds easy? There’s actually a lot more to it than you might think, which is why it’s essential to access the right social media marketing tools if you want to make it work effectively for you.

1. Understand the different platforms

Each social network attracts different demographics, and users won’t be attracted to a brand or content that doesn’t seem relevant to them. Before you even get started on social media, one of the most important online profile tips is to understand your target audience so you can identify which social networks they’ll use, and tailor your content accordingly.

While Facebook is by far the most popular social network, attracting users of all ages and social groups, other channels are less diverse. Instagram, for example, appeals to the under 35 audience who like to post or view photos while LinkedIn is mainly used by business professionals.

By choosing the right social networks, you’ll be able to create digital marketing campaigns that target the right audiences; the people you want to market to the most and even potential partners that can take your business to the next level.

2. Offer something for nothing

Social media marketing differs from other forms of digital marketing in that it’s not necessarily directly promotional or sales-driven. Instead, it’s about offering them ‘something for nothing’ in the form of the content that you share. Sharing well-crafted, high-quality, useful content will establish you as an expert in your field, and build trust with your followers, which will encourage long-lasting relationships with current and even potential clients.

The more quality and value you offer in your content, the more your followers will want to share it, which means that all their contacts will become aware of your brand as well and will potentially want to follow your business themselves. This is important because social media has a significant influence on the purchasing decisions of its users. For example, in 2015, 52% of consumers were influenced by Facebook in both online and offline purchases they made.

3. Listen and interact

The whole point of social networks is that they’re about socialising. It’s not enough just to post content regularly. You need to engage with your followers in order to gauge their reactions and show them you’re interested in them as people. Read the comments they’ve written and join the discussion yourself by replying. This will make your brand seem approachable, relatable, and friendly. Remember, if your business seems intimidating or has an ‘unfriendly’ virtual persona, less people will want to interact with your brand online, which leads to lesser promotional value and potential.

Many users will ask you direct questions on social media. It’s important to respond promptly. Twitter users, for example, tend to expect a response from a brand within one hour! You should be checking your social profiles several times a day and allocating time to respond to questions and comments.

This has several other benefits for your brand. The more people interact with your content, the more other users will see it, and want to follow you themselves. In addition, the more your content is liked, commented on, or shared, the higher it will rank in search engine results. This is why one of the most basic content marketing tips is to always link your social media marketing tools back to your website to create as many potential leads as possible. Using hashtags is another popular way of starting a discussion around your brand, and these can very quickly attract large amounts of participants.

Interacting with your audience through social networks also gives you a better idea of what you’re doing right or wrong in terms of your brand and its products or services (through online feedback), giving you a heads-up on what to improve on for your business.

4. Track your results

If you’re going to use social media marketing effectively, it’s vital to track your results. Notice which of your posts are receiving the most attention, and tailor the rest of your content accordingly. It’s also worth using an analytics package to identify how users are interacting with your content, and which platforms are creating the most click throughs to your website. This way you can learn more about your target audience and adjust your social media strategy to target them more accurately.

There are several social media analytics tools available online. If you’re dead serious about using social media marketing for your business, using them is a wise choice.

An Australian Social Media Success

One example of a brand that has successfully harnessed social media is Frank Body, an Australian natural beauty brand founded by Jess Hatzis. Having launched the business with less than $10,000 and initially offering just one product, Hatzis built her brand entirely using Facebook and Instagram. By creating honest and often cheeky content, Frank Body has grown to be worth over $20 million, with customers in 149 countries.

To build a successful brand on social media, it’s not enough simply to have a presence on a few social networks. You have to be using them correctly, creating the right content, and aiming it at the right people. Getting it wrong could harm your brand, and in this day and age of digital connectivity and dependence, you really can’t afford to be left behind in the online race.

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We Answer 6 of the Most Common Content Marketing Questions!

There’s no denying it: Content marketing is here to stay. For SMEs without the marketing budgets of large corporations, it’s one of the most effective ways to grow your business and build a solid presence online.

But what is it, exactly?

Content marketing relates to the information you share with your audience online. This includes blog posts, social media content, video marketing, and webinars. If you’re new to content marketing, it can be overwhelming—but we’re here to help!

Here are six of the most common content marketing questions (and the answers to each one!) to get you started on your journey of bringing effective and engaging content to your target audience:

1. How will content marketing benefit my business?

According to the 2016 Digital Australia report, the average person spends over 10 hours each day on their devices. Each time they go online, they’re consuming content—making it the easiest way to reach your target market online.

Ultimately, the goal of content marketing is the same with any other marketing activity: To increase your bottom line.

When it’s done right, content marketing will increase your revenue and help you achieve your wider business goals, but there’s more to it than that.

Some of the key benefits include:

  • Helping your business climb the search engine rankings, resulting to more visits to your website
  • Increasing your reach and visibility on social media
  • Increasing trust within your audience and establishing your business as a thought leader.

2. How long will it take for me to get results?

There’s no magic number when it comes to getting results from content marketing. Some established SMEs might notice an increase in traffic straight away. For others, especially those building their online presence from scratch, it may take a little longer.

Content marketing is a long-term strategy. To get the best results, it’s important to develop a consistent approach. With a consistent approach, most businesses can expect to see some results (e.g. increased site traffic, social media followers, business leads) within six months from implementing their content marketing strategy.

3. What type of content should we be creating?

Content marketing is often split into two main categories: on-site content and off-site content. It’s a good idea to create both, as they will benefit your business in different ways.

On-site content relates to the content you share on your own website. This includes things such as blog posts, downloadable ebooks, and on-site videos.

Off-site content is the content you share elsewhere on the Internet, including guest blogging and social media posts.

It’s usually a good idea to include different content types in your online marketing plan, and experiment a little to find what works best with your audience.

You should also aim to include a mix of topical content covering the latest industry news, trending topics, and events, and evergreen content which will continue to stay relevant long after you hit “publish.”

4. How much content do we need?

Again, there’s no magic number when it comes to how much content you should be creating. As a general rule, the quality of the content is much more important than the quantity of the content you produce. It’s a better idea to create high quality content that adds value, rather than trying to rush content through just for the sake of getting more out there.

Search engines and social media algorithms prefer high quality content as well. Taking longer to produce quality content may seem counterintuitive, but it will increase your reach and engagement, making it more worthwhile in the long run.

That said, it’s important to stay consistent. How much content can you create on a regular basis? If you’re short on time or can’t afford to outsource your content marketing efforts, set yourself a target that feels manageable. From there, you’ll be able to manage your content schedule better, and see how much content you need to create to actually get results.

5. How do we know it’s working?

When it comes to content marketing, metrics are very important. Yet keeping track of the results is something many small business owners seem to overlook.

To avoid this, make sure you have tools such as Google Analytics set up properly for your website. This will help you keep track of the results, and determine which content is the most popular with your audience. You’ll also be able to tell where your traffic comes from, which can help you measure social media growth and search engine optimisation (SEO).

Over time, you should see your website conversions increase, too, as your readers become your customers.

6. What’s a brand voice, and how do we get one?

Your brand voice is like your business’ personality online. When you have a clearly defined brand voice, you ensure consistency in the content you produce, and a way to set yourself apart from other brands.

When creating your brand voice, consider how you would like your audience to see you. If you’re going for friendly and approachable, using stiff, formal language in your content isn’t going to cut it. Similarly, if you’re a business that requires a certain level of formality and professionalism, using lots of slang and colloquialisms probably isn’t the best choice of language to convey your brand image.

To determine your brand voice, spend some time thinking about your business’ core values and how you plan to demonstrate them online. From there, you can create a framework for your content writers to follow.

Ready to get started with content marketing, but need more support?

Getting started with content marketing can be tricky and even intimidating for the uninitiated. This is exactly why, especially for SMEs, employing the help of experts is a great way to get started. Here at Curate Bee, we specialise in helping brands enhance their presence online through our digital marketing tools and expertise. Feel free to get in touch with us to learn more about our services, or take a look at more content marketing advice from our blogs.