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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 build trust, and helps you gain exposure on social media platforms can be quite challenging.
From choosing the right platforms for your target market to posting content that initiates conversations to engage with your customers, here’s how to maintain an authentic social media presence.
1. Choose your social media platforms wisely
While being active across all social media platforms can help increase your organic reach, spreading yourself too subtly is a major social media marketing mistake. So rather than attempting to post across multiple platforms, choose one to three places to promote and post and keep your business consistent.
For example, if you’re a small business targeting local customers, focus on creating high-quality content for one or two platforms, like TikTok and Instagram, before trying to expand to Pinterest, Facebook, and LinkedIn. You can also reuse content from one platform and use it on another, which will save you valuable time as a business.
Related: The business of harnessing 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 clarify who your dream customer is and what needs or pain points you can address. Once you know this, consider how you want your brand to be perceived by your target market. Do you want to appear friendly and helpful or professional and trustworthy? This will help inform the language you use, the visuals you share, and the overall tone of your posts.
Post content that your customers like and reflect their existing ideas to create an instant connection with them. By demonstrating that you understand their point of view and have common ground, you can create a mini-community online and show more of a personality as a brand than a corporate tone of voice. You should also build trust by providing a behind-the-scenes look at how your business runs daily. This helps to break down the barriers between your company, your team and your target market.
3. Show what your brand represents visually
Color schemes and video content can be used to visually reflect your brand’s values and goals online. Let’s assume you are an outdoor / 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 every opportunity to explore and travel. The colors should be bright, bold and complement the idea of outdoor adventure. While a luxurious spa retreat should incorporate gold, silver, bronze and ivory in their social media posts that are reminiscent of luxury, glamor and relaxation. This concept should be used in all social media activities and guide your choice of graphics, colors, video clips 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 interact with users online. And an easy way to do this 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 insights into your customers’ likes and dislikes. With this data, you can make better decisions as a business, tweak your social media marketing campaigns, and show that you appreciate their input.
5. Put a face on your brand
Adding a human aspect to your social media presence is a smart move and can help transform your entire approach to social media marketing. After all, social media is meant to be social, and your customers will appreciate engaging with another person, rather than reacting to scheduled social media posts. To put a face on your brand, introduce one or two members of your team and allow them to “go live” and speak directly to your followers, answering questions, providing information and adding value.
You could also host regular webinars or podcasts and invite industry experts to collaborate with you, which will not only add value to your brand, but help increase your reach online. Why does this create trust and authenticity? Well, people naturally trust other people more than a company does, which is why many business accounts find organic growth difficult. When your brand identity includes a real person, it’s much easier for users to trust you and connect with you.