Following on from last week’s article about guest blogging, I am delighted to feature a guest blog from Dilyana Kotomanova, who is a freelance content writer and social media marketer who recently launched her own blog, the Online Marketing Guide. Here, Dilyana talks about her top tips for establishing your brand on social media.
Are you finding it a challenge to establish your brand on social media? Do you worry about communicating with your customers consistently and effectively across different platforms? Many businesses fail to embrace their brand identity or create the right tone of voice in the competitive world of social media, but both brand identity and tone of voice are crucial for any organisation’s success and proper engagement.
Good reputation is the essence of brands and maintaining it on social media requires consistency across eight key points, which I’ve revealed below:
1. Use the same profile picture
Your profile picture should be the same on your different social media platforms as it will help people to recognise you and, in some ways, come to represent your brand. It supports your business and is extremely important for having an effective social media presence.
The profile picture has to create a good first impression for online users, as it will define whether they will connect with you or not. I would recommend using a good quality headshot rather than your logo on social media as your customers want to connect with a real person. If you do use your logo or another appropriate image, make sure it is the right size to fit the profile image and make it clear onscreen.
2. Choose the same business name
If you use the same brand name across all of your social media networks, people will easily find you when they type your company or blog name into Google. In case, it is already taken, just choose another one that is closest to your business and gives users an opportunity to recognise you.
3. Add your bio and description of your business
Take your time to write a brief introduction to your brand – mention what kind of services you offer; in what niche you work; what your mission and goals are, etc. Try to show people they can rely on you and you deserve their trust by keeping the needs of your customers in mind as you write this information. What will they want to know?
4. Produce informative and useful content
If you post high-quality content and updates that talk about your brand, are connected to your business, and show the latest trends in your niche, it will encourage followers to think of you as a valuable source of information. Think about how you can add value and enrich your customers’ lives rather than focusing on sell, sell, sell all the time.
It is not necessary to be hyperactive on social media because people may become annoyed with you and leave your page, but I would recommend posting several times a day (especially on Facebook and Twitter). If you want to expand your social media communities and create strong relationships with your customers and followers, be consistent and relevant in the messages and content you publish. People will appreciate your efforts and re-share your links.
5. Post similar links and messages on your social media accounts
It is good idea to publish similar information across your social media channels. This is especially true when you have very important news, or run special campaign and competition that you want to share with your audiences. Thus, your fans won’t miss your latest updates.
On the flipside though, I’d caution against linking your social media accounts and posting identical content across all platforms as this can turn people off. Adapt your message for the platform, use images, pull out different key messages from your blogs so that the message is consistent but the means of delivery is adaptable.
6. Show your followers you are real
A good way to do this is by publishing a photo of you or your employees in a working or more casual environment. Doing this, followers will see what you are up to and will be more interested in you.
Also, don’t avoid answering questions and comments. Participate as much as you can in the discussions on your social media pages. You will learn a lot about your audiences by interacting with them, and this will help you to improve your business as well.
7. Stay original and creative
Don’t duplicate others’ content. Try to produce your own content that people will like and share with their friends. It is a good idea to organise live chat sessions where you answer questions from your followers. Be more engaged with your audiences and show them you are open to conversations.
If you do share content from other pages, make sure you give those pages credit.
8. Develop your tone of voice
Good communication is the key to building a successful brand. The language you use online to interact with people has to match your target group, to express your identity and be relevant to your niche. It’s vital to use vocabulary and phrases that are non-formal, free of jargon and easily understandable. The tone of your voice highly depends on your audience but, in general, on social media, it should be friendly, confident and upbeat.