One of the key channels that marketers can use to attain their lead generation goal is social media. Apart from generating leads, social media is a great way of engaging with customers and building brand awareness and loyalty.
Many customers seek shopping convenience through social media and it is, therefore, important for you to find them there. Every digital marketer should use social media to build brand awareness and generate leads.
Share engaging content
If you create engaging content, you may want to share it on various social media platforms. Great content enables you to communicate to your customers about your company and the brand it represents.
Brand awareness is not all about identifying with your brand name but it is concerned with creating an understanding of how unique your brand is. To create brand distinction, the content must highlight the qualities that make your brand unique so that customers can identify with it.
You could pick a web page and describe your organizational culture and values. You could also outline how your brand differs from the rest in the industry. This could be in terms of ingredients, components, or anything relevant and specific.
To successfully share content on social media, you may need to understand where your audience spends most of their time on social media. Focus on your business story, for instance, how you started, how far you have gone in making changes in society, and your company values.
Blogging is one of the most effective ways of content marketing because it can increase brand awareness and optimize your website. Blogging requires detailed research, putting ideas together, and being patient in implementing those ideas.
Blogging promotes website traffic, leading to customer engagements and quality leads. The audience interaction leads to getting more comments, reviews, shares, and likes. As customers share your posts on social media, they act as your brand ambassadors. Links are shared via social media platforms, thereby generating leads.
It is also important for Search Engine Optimization (SEO). Good quality and engaging content rank highly on Google, thereby attracting more visitors and generating quality leads. Blog posts show content relevant to your brand including the company mission, vision, and objectives.
You can use blog posts to resolve conflicts and project your business goals. This may directly or indirectly generate back-links that are useful in branding. You can use blogging to target new customers and engage with the existing ones for a longer time. Blog posts and relevant updates do well on social media leading to improved brand awareness.
Adopt visual content
Visual content is more engaging and impactful than text content. Create relevant images and graphics and post them on various social media channels. If something is visually appealing, people are likely to share it more.
Graphics, images, and colors may make customers remember messages and have an opinion concerning your brand. To control brand perception and spread brand awareness, you should know how to use visuals effectively.
Visual marketing strategy requires you to have a logo as a basic component of brand identity. Pay attention to details such as the fonts, color, logo formats, imagery, voice, and icon styles. The brand expression will be shown through visuals and images you use. Therefore, include words and descriptions of the emotions and feelings that define your brand values.
The visuals must have an element that reflects the brand. The brand connection, such as a photo with a branded font, is what constitutes marketing. Use visual marketing on social media platforms and the website. Videos are an excellent way of showing your products in action, show your business location and introduce staff.
Vary tone for different social media platforms
Your business identity depends on the brand voice. Every social media platform is unique and user expectations differ. You may incorporate some jokes on Twitter, unlike on LinkedIn. Tweak the social media content and remain relevant in all the social media channels. Use the social media accounts to show different aspects of your brand.
You need to identify the right tone for your Facebook account. Facebook can use a playful, informal, and engaging tone. Aim to be friendly, humorous, and personable when creating posts and updates.
Content strategy for Facebook includes blogs competitions, images, well-selected memes, and Facebook Live. The tone on the Twitter account should be human because this is all about interaction.
Take into account Twitter’s features such as hashtags, polls, questions, threads, and images. LinkedIn, being a professional networking site, requires you to maintain a formal tone. Your content should showcase industry credentials, expert opinion, and webinars, and shared articles.
Avoid posting the same content on all channels
Cross-posting can be tempting because it saves time and keeps your account active. However, the drawbacks outweigh the benefits in the long-run. You risk getting negative feedback from your audience and disconnecting with them. It may be an indication of a lack of creativity.
Your content should be unique and distinct on various social media platforms. Otherwise, you may lose track of meeting your objectives. Image formatting, caption length, and vocabulary differ across platforms. Cross-posting means that you may ask your users to respond to Facebook content by tweeting.
Repeating content across platforms can make your account to be suspended. Create unique messages for each platform and post. You can tweak the existing messages instead of developing messages from scratch every time. Small edits can make a difference.
Copying a caption from one account to post in another could create a dead-end handle in great messages suitable for another platform. Optimize content for every channel and write awesome headlines and captions.
Influencers have many dedicated and loyal social media followers. The followers consider influencers experts in their respective niches and they value their recommendations. Influencers enjoy rapport with their fans and this makes influencer marketing an effective tool for creating brand awareness.
You can choose various social media platforms to engage in influencer marketing campaigns. The choice of social media platform depends on where your target audience spends most of their time. For instance, Instagram is an ideal platform for B2C brands, especially for fashion brands.
One of the best ways through which you can follow influencers for brand awareness is by leveraging them to create engaging content. The influencers’’ followers value their content and therefore you can take advantage of this trend to create content.
The influencers understand the needs of their followers because they are constantly in touch with them. They can create content that resonates with the audiences and this helps to establish a sense of trust and bonding.
Other approaches to increase brand awareness through influencer following include:
- Running referral programs: You can share a promo code with influencers and ask them to share them with their followers to attract clients.
- Requesting influencers to contribute to your blog: When a popular influencer contributes to your blog, they promote content and help to increase brand awareness.
- Running contests with influencers: Use contests and giveaways to increase social media following and increase website traffic.
Responding to customers’ responses, whether negative or positive, is a great way to increase brand awareness. Negative comments can spread fast and therefore, you need to respond to such quickly. Responding to positive comments ensures that your followers and customers stay engaged.
When a customer mentions your brand on social media, you should be cautious about how you handle their concern. You have the power to convert a negative comment into a positive feed.
Engaging with your customers on social media can help you find loyal customers or attract new ones. By taking control of the situations, you demonstrate to your potential and existing customers that you care.
Responding meaningfully and swiftly communicates to your prospects that you are committed to supporting them in product or service delivery.
Adopt social listening tools
Social listening tools can help you to track your brand mentions and act accordingly.
When your brand is mentioned, the social listening tools will form part of Consumer Relationship Management on social media. This can prompt you to engage with people who mention your brand immediately.
You can use social listening tools by identifying prospects and giving them a surprise offer. This approach creates a personal touch because you are talking to a particular person.
Finding your competitors’ customers and stealing them is also another social listening strategy for lead generation. Not all customers of your competitor are satisfied with the products and services they get. Larger competitors have a potentially large number of unhappy customers.
Your task will be to find these customers and solve their problems by offering something better. Let them know about your brand and point out why they need to try it.
Conclusion: Building brand awareness and generating leads on social media
Building brand awareness and creating leads is important for business growth and it requires deliberate efforts to implement marketing strategies.
Following the above tips can create brand awareness and create via social media platforms. You must use various social media platforms differently because they have varied and distinct functionalities and user expectations.
Social media is a great place where you can choose to engage your existing customers or find prospects.