*If you haven’t read Part I of this article, click HERE to take a look.
Here are some more optimization tips you can use to get your brand noticed and supported in social media today:
4. Set SMART goals
Even in social media branding, SMART goals are so important to increase your social media presence steadily. A brand’s digital marketing team –SEO, writers, designers, and the like– need to set goals that are specific, measurable, achievable, relevant, and time-bound (SMART).
For instance, if you aim to get 25% of your sales revenue from your brand’s organic and social media campaigns, your SMART goals can be:
- Specific: Target Facebook and Instagram, where your brand’s demographic is.
- Measurable: We will use Google Keyword Planner and Sprout Social to measure data.
- Achievable: Within 12 months
- Relevant: Increase social media presence and decrease reliance on paid ads
- Time-bound: Reassessment after 12 months if goals were met. If yes, easing up on paid ads will commence, and strengthening social media strategies will continue.
With SMART goals, your team stays focused and motivated. You cannot be too lofty on your dreams for your brand that no amount of accomplishment seems to do much for the big picture. Yes, keep the big picture or the vision and mission of your brand at the forefront, but break it down into consumable, actionable parts, so your team feels they are greatly contributing to the whole.
5. Be mindful of your design
Your brain digests images around 60,000 times faster than it does for text. Does design matter, then? Absolutely. You need to align your brand design with your social media marketing goals because your design can either make or break your campaign.
You need to know the design trends that are hitting it with audiences. For instance, what’s trending now are bold pops of color mixed with clean, simplistic designs. Trending typography is also bold and streamlined. There’s much use of white space as well, so it’s easy to look at and consume.
You also need to use the appropriate colors and themes depending on your brand. If you are selling food, then your color scheme should include hues of red, yellow, and orange because they make people hungry. Could you imagine Ronald McDonald in shades of green or Col. Sanders of KFC with a brown background instead of red? Those colors don’t look appetizing at all. But if your product is about earth-friendly, recyclable products, then suddenly green, brown, and other earth tones make sense.
Design is important. So be mindful of making your posts look appealing. You’ll know if your design works if you get those coveted views and shares. The content must also work well with the design theme. Add high-quality images as well or high-resolution videos to generate creative content that is compelling and memorable for your target audience.
6. Slay with storytelling
People support brands more when the story behind the brand resonates well with them. The competition in social media is quite stiff, so your brand needs to be set apart from others. It is possible with your brand’s story. Your brand’s story sustains your following. People follow you not just for your name or brand, but for the identity you carry, and the story that you tell. The humanity behind your brand is what they follow, and this human element is best expressed with the story you bring in every content you produce.
Again, be straightforward, sincere, and authentic in whatever you do or communicate as a brand. Kindra Hall, who helps individuals and companies promote their brands through intentional storytelling, says that the biggest mistake in storytelling is alluding to the story, but not telling it. Even if you are writing technical content, for example, it still needs to be relevant and easy-to-read, with the technical elements still helping to shape your brand’s story.
Storytelling also encourages followers to engage well with your content. For example, a strong caption can entice people to react, comment, and share. Through storytelling, brands can discover new methods to stand out because the increased engagements from audiences will give them more insight regarding the effectiveness of their content and what content type created the most impact.
7. Draw inspiration from others
Check what your competition is doing, not to replicate what they do, but to get inspiration and insight for what’s trending. You can also check what areas in your niche the competition may not be covering or serving. You can take that opportunity to work on that underserved area so the whole target market benefits, not just for you but for your niche. This strategy is particularly beneficial for some small businesses that cannot go head-to-head with big-named brands. You can also focus on serving the same needs but more personalized to your locality. Local SEO is booming, so local SMO will too.
However, it is also critical to look beyond your niche for ideas and inspiration. For instance, digital marketers would sometimes draw inspiration from what’s trending in the art scene or maybe in the movie industry. In a time of global crisis, digital marketers and all kinds of brands are focusing on helping their target audience cope well amid the pandemic, even if health and public safety are outside their niche. As long as it affects the audience and customers you serve, you can cross-over other niches in the service of your market.
It’s also beneficial to connect with your peers within your niche. One of the strongest points of this digital age is the sharing community, where there can be a healthy exchange of ideas and strategies, all in the name of improving the industry and giving people better service. Collaboration also fosters ingenuity and innovation, as great minds come together to push the boundaries further.
Conclusion: Social media branding improves your brand’s SMO
Optimizing social media branding is useful for both individual users and businesses. Social media is a tool so influential that its advantages, as well as its disadvantages, can affect one’s brand dramatically. But with careful social media planning, purposeful marketing strategies, and targeted engagements, you can optimize social media to your brand’s best advantage.
**About the Author: Ramon Francisco has been writing about technology trends, entertainment, and gaming ever since he left the busy world of corporate HR Tech behind. He currently writes about software and user experiences for Softvire Australia, the leading software e-Commerce company in Australia and Softvire New Zealand. In his spare time, Ramon writes science fiction, collects little yellow men and plastic spaceships.