How to use social media channels to drive brand promotion

How to use social media channels to drive brand promotion

Olivia Ryan
2 August 2017
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It’s no secret that social media channels are one of the most powerful promotional tools available to modern marketers. Whether we’re using social media monitoring to pick up on customer service issues or whether we’re using Facebook ads to put our brand in front of consumers, social media channels have become a core part of the way that we do business.

In fact, with the right approach, any product or service can gain popularity using this form of comms channel. Following these steps can also help set ourselves up for brand promotion success.

1. Create a strategy

The first and most important step of brand promotion is to create a social media strategy. This will include defining our target audience and figuring out what social media sites they’re using. Spend some time determining what weighs on their mind and figure out what content we can create to cater for such needs or wants. This is also the stage at which we should set KPIs – key performance indicators, which will tell us whether we’re reaching our goal. For example, “increase website traffic from social networking sites by 75% within the next six months.”

2. Work with influencers

Influencers are those people within the industry who are setting the trends and stimulating the conversation. Rebecca Long of Aussiewritings.com explains, “Writing is going through a renaissance and blogging and citizen journalism give normal people a chance to make their voices heard.” By working with influencers in our industry, we can tap into their existing and loyal audiences and get honest feedback about our product or service from the people who use it. Influencers also add a sense of authenticity as well as credibility to our brand. This will help aid brand promotion.

3. Paid advertising

Social media advertising budgets have doubled worldwide over the last two years, hitting $31 billion in 2016. With organic reach so low, using social media channels without running advertisements is a waste of time. Small businesses often reach hundreds of times as many people with a relatively small budget. At the very least, it’s worth setting some budget aside to dip our toes in the water.

4. Engage the audience

Step 4 for brand engagement is engage your audience! There’s no point in maintaining a social media presence if no one is listening. That’s why we’ll need to use campaigns, competitions, discussions and more to get people talking. Use a social media monitoring such as Meltwater to find out what already has them talking – whether that’s infographics, YouTube shows or blog posts – we can then apply what we’ve learned to our own strategy.

5. Ask for feedback

My final brand engagement tip is ask for feedback!! The great advantage of social networking is that it’s a two-way conversation. That means we can solicit feedback from our customers by asking questions, posting surveys, using social media monitoring techniques to identify common problems and simply reading what people say when they comment on our updates. Of course, asking for feedback is all well and good –but it won’t achieve much unless we act upon what we’ve learned.

Ultimately, the best way to get started with social networking sites is to jump straight in. Getting the foundations right is like checking the route before heading out on a road trip, but we’ll still need to put in the hours and check directions from time to time.

Use tools like Meltwater to assist with social media monitoring. Follow relevant influencers and start contributing to the conversation. Stay respectful and focus on adding value – not trying to score direct sales. Your social media presence will be a success in no time.

Use these 5 tips to help you with brand promotion! 

About the Author:
Olivia Ryan is an incurable optimist who always sees the glass as half-full. She likes nature, knows how to enjoy silence and keen on writing for different websites. Meet her on Facebook and Twitter.

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