Creating strong brands on social media is not easy. And when it comes to which steps or patterns to follow, we encounter techniques as diverse as making efforts to establish our brand’s cross-platform personalities, using engagement growth services, like Socialsup.
Most of the time, the best advice is to blend several techniques in the shape of steps inside and overall marketing campaign.
That being said, we may take a deeper look into these steps and the way you can organize them to get the best results out of each one.
Establish Your “Brand Voice”
This may be something you have already heard about.
The matter of a brand ‘possessing’ a distinct voice or tone is not something new thing in the catalog of marketing tools. A matter that renders very well to the area of digital brand building.
What is a brand voice, and what does it work for?
Most of the time, a brand voice will translate into a guide filled with information of interest regarding the brand’s personality.
This information, which is composed of actionable details on matters like the brand’s target audience, buyer persona, catchphrases, type of humor, vocabulary, and others, is created to educate people on the problem of how to handle and implement the brand’s digital communications.
In this sense, this guide is created to be used regularly by community managers, graphic designers, copywriters, and content managers (and overall, almost every other individual with some access to the brand’s social media accounts).
Being a new brand on social media makes a genuine opportunity to freely establish your brand’s voice without being restrained by things like the brand’s record customer service and historic out-of-the-screen personality.
It’s a common mistake to think of cross-platform campaigning as the task of copying and pasting the same images and texts one has published on one platform in all others.
And nevertheless, almost every brand taking its first steps into social media branding has been convinced of this idea based on so tell branding tactics of “unity” and “efforts saving”.
Although “unity” and “efforts saving” are concepts commonly treated in general marketing, they don’t translate so good to “social media branding”.
Why? Because, simply put, every platform has its very own dynamics. A complex matter that translates into elements so diverse as the platform’s algorithm, audiences’ moods, channel vocabulary, image formatting, and captions length.
How to do cross-platform campaigning for small brands and not die in the effort
Most of the time, accounts that have somewhat similar audiences across platforms have both a higher tendency of slipping into repetitiveness and a greater higher risk of boring their audiences.
This is a critical barrier for new brands. As they don’t have that much content to sway from, neither they’re common to have that much international following.
Let’s see how to use digital content in multiple ways, making it cohesive but not repetitive:
Facebook is about long-lasting relationships and intrigue.
People don’t look into the platform so much for ads and images as they for storytelling.
One case study is Starbucks’ Facebook campaign, where the creation of group communities like “Leaf Raker’s Society” – an Appreciation group for the coffee shop’s autumnal beverages with more than 40,000 members – has delivered for Starbucks custom channels opt to share brand stories in a way that boosts brand identification and engagement.
Facebook is a great platform to build call-to-actions that inspire your audiences.
Twitter is wired to be consumed fast, with a news-paced nature and little room for teasing or approach.
Audiences visit Twitter to receive direct information. So when advertising something, be precise.
To help your ads have a better chance of standing out the crowd chatter, compliment your messages with visually appealing content –like GIFs, related images, short videos, and social cards.
The fewer words, the better. Firstly, focus on sharing crucial info in your message – date, time, topic, and place.
Instagram is about visual stimulation. Based on ideas that range from image quality, visually told stories, color harmony, and overall image-focused content.
Although what makes that image-focused content will depend on the overall strategy you choose. At the end of the day, it’s important to understand the written text on Instagram (like captions and bios) more as an excuse for images than a source prone to communicate with audiences.
Simplify your processes. Focus on sharing good-quality images that are both appealing and work to share the information you want.
Buying Likes to Enhance Engagement
As we have said in another entry, engagement growth services are rooted in the idea of creating a ‘snowball effect’ that makes such elements as platforms’ algorithms and users to perceive your content as more valuable.
This enhancement on visibility and engagement leads to higher indexes of brand awareness in the platforms regarded.
Making the Best of Digital Growth Services
Most of the promoting services out there have plenty of options to choose from, covering a diverse set of options alternate between platforms to be used on, delivery time, and number of likes, and/or views. As we’ve talked here about cross-platform marketing, you may find better results using your resources on platforms where you’ve historically targeted your efforts the most; or where you plan to do it in the coming future.
Timing Is Key
You may buy these services in crucial moments –like right after publishing a story, just before posting an image, or in a time when your account is marking low on likes or retweets.
Growth deliveries (likes, views, or followers) are better to be implemented in a way that feels natural for your average audience. In this regard, ‘making use of the moment’ is a recommended way to make your general audience feel less conflicted about these sudden growths.
When given the option, make use of the ‘gradual delivery’ option.
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