How To Utilize Social Media Marketing to Promote Your Brand

Social media marketing has progressed every bit as much as the internet has evolved in recent years. To create a truly effective social media marketing campaign- one needs to identify and align with the human aspect as to why a client wants to purchase your product. We will describe how social marketing, content strategy {marketing}, how ‘search words’ work to help others find your content, and {most of all} person to person communication works together to benefit your brand and to drive results.


| Social Marketing: Seeking to Influence Behaviors |


The most basic premise of social media marketing is to develop a focus on the social behaviors of the population; to identify and influence social behaviors not to benefit the marketer, but to benefit the target audience and general society. Unlike commercial marketing [which seeks to market a specific brand or product], social media marketing instead seeks to influence, educate, and benefit habits of the consumer. Inherently, social media marketing produces a human approach- speaking directly to the consumer, not about the product but how rather how the company aligns with that individuals [or groups] needs. Using social media to establish, bolster and promote your brand requires a bit of strategy and intention.


| Social Media Platforms |


Remember: Social media will probably not get you the results you want if you’re not on the right platforms. So before you even dive into branding pools, you need to make sure you’re jumping off from the right diving board. It comes down to knowing your demographics and knowing which social media platforms they use {NOTE: for some interesting statistics on social media marketing- click here}.

Facebook: Although there are many social platforms out there, Facebook has proven to still be one of the strongest contenders in terms of reach for content-centered material. Facebook allows brands to effectively market to a wider audience while offering the availability to upload and share content on news feeds.

Twitter: Twitter offers its platform for content, sales and customer service. The amazing add-on with twitter is that now you can post video and visuals in concert with hyperlinks to your intended website.

Instagram: A growing and popular visual branding platform. Instagram is best for companies seeking to show an identity with their images and videos.

Pinterest: This platform offers visuals for branding and {best of all} unlimited free advertising. The trick for a business to succeed in Pinterest marketing is to “pin” as much original content as possible- and as often as possible. Those individuals that “pin” your image will be seen by others in his or her news feed and “repin” the same content onto their boards. Your content, with the image of your product {and description} AND link to your website will be shared to all those that follow your boards {and consequentially with the boards of their followers}

LinkedIn: Everyone knows that LinkedIn is valuable for networking and is all about professional branding. A little known fact is that LinkedIn can be an incredible vehicle for content marketing as well {as long as it is tooled towards business related articles}. To best market content on LinkedIn, one should seek groups that align with the company’s brand and post content both to the discussion boards and onto the news feed.

Your brand or product has a story to tell and if presented properly {and often enough}- your audience will listen and return again to hear more. Content marketing is one of the most crucial elements in your social media marketing campaign. You will need to present your story in video, images, and with storytelling {or otherwise known as blog posting}. This approach to attracting consumers has been done for centuries by many well known brands; for example: Jello’s “free” recipe books in 1904, Hasbro partnering with Marvel to create the GI Joe Comic Book, and LEGO launching Brick Kicks magazine. Marketing is impossible without the use of great content/storytelling and here are some methods to best utilize content on social media:

Consistent Visuals: Content marketing relies heavily on great visuals- so your images should be consistent, appealing, and placed well onto all social media platforms. Above all- keep the visuals clean and commercial quality.

Videos: Nothing gathers more attention than a video and so it is important {the same as your visual content} to present professional quality work that best represents your brand.

Blogs {and/or newsletters}: The best device for storytelling/content marketing is to create written pieces to display your company’s unique knowledge in your specific product or service. Again, this is a branding tool that should not be taken lightly and the “story” or content should be presented well to best reflect the brand it is advocating. Additionally, any blog or newsletter must be written often to keep the attention of the audience- not every six months.

Interact/Feedback: All great stories require audience participation and it is always best to encourage feedback.

“Advertise” Effectively by Using Search Words: Social media marketing requires skill, talent, and most of all strategy. Take the time to think of your audience {prospective clients} and how they will find your specific message in among the millions of other messages out there. Make sure that your platform, blog, and content/visuals are connected to search terms that identify your message. Using as many detailed search terms and tags as possible will ensure that your content will be noticed as your audience begins to search for your product or content. Consistent images and content that is published often will create more search terms for others to discover your content.

At the end of the day, you are looking to influence and reach millions of people with your message about your brand. Make sure you create the best content with what you identify your brand to be. Although the success will not happen overnight, being consistent, creative, clear, and presenting quality will ultimately benefit over the long run.


| Content Marketing: The Art of Storytelling |



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