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When it comes to social media marketing, authenticity is key, but it can be challenging to build an authentic brand identity that will help you stand out online, build trust and gain visibility on social media platforms.
From choosing the right platforms for your target market to posting content that sparks conversations to engage with your customers, here’s how to create an authentic social media presence.
1. Choose Your Social Media Platforms Wisely
While being active on all social media platforms can help increase your organic reach, spreading yourself too thin is a big mistake. So instead of trying to post on multiple platforms, pick one to three places to promote and post and keep your activity consistent.
For example, if you’re a small business targeting local customers, focus on creating quality content for one to two platforms, such as 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, saving your company valuable time.
Related: Harnessing the Power of Social Media
2. Create an authentic brand identity
Your brand identity needs to resonate with your unique audience, so it’s important to get clear on who your dream customer is and what needs or pain points they have that you can address. Once you know this, think about how you want your brand to be seen by your target market. Do you want to appear friendly and approachable or professional and reliable? This will help inform the language you use, the images you share and the general tone of your posts.
Post content that your customers appreciate and that reflects their existing ideas to instantly bond with them. By showing that you understand their point of view and have common ground, you can build a mini-community online and show more personality as a brand than a corporate tone of voice. You also need to build trust by providing a behind-the-scenes look at the day-to-day running of your business. This helps break down barriers between your company, your team and your target market.
3. Show what your brand visually represents
Color combinations and video content can be used to visually represent your brand’s values and goals online. Suppose you are an outdoor/adventure brand. Your social media marketing strategy should evoke emotions of freedom, fun and excitement. Your content should stimulate and encourage your audience to take every opportunity to explore and travel. Colors should be bright, bold and match the idea of outdoor adventure. While a luxury spa retreat should incorporate gold, silver, bronze and ivory in their social media posts reminiscent of luxury, glamour, and relaxation. This concept should be used in all social media activities and should guide the selection of images, colors, video clips and music.
Related: 3 Ways a Strong Brand Identity Can Drive More Success for Your Small Business
4. Start conversations online
When it comes to authenticity, you need to actively interact with users online. And an easy way to do this is to post content that asks for a response. From polls and questionnaires to debates and hosting live streams, social media marketing can quickly become your most powerful tool for gathering insight and information about your customers’ likes and dislikes. With this data, you as a company can make better decisions, tailor your social media marketing campaigns, and show that you value their input.
5. Give your brand a face
Adding a human touch to your social media presence is a smart move and can help transform your entire social media marketing approach. After all, social media is meant to be social, and your customers will appreciate interacting with someone else, rather than responding to scheduled social media posts. To put a face on your brand, introduce one or two members of your team and have them go “live” talking directly to your followers, answering questions, providing information and adding value.
You can also host regular webinars or podcasts and invite industry experts to work with you, which not only adds value to your brand but also helps increase your online reach. Why does this build trust and authenticity? Well, people naturally trust other people more than a company, which is probably why many business accounts find organic growth difficult. When your brand identity includes a real person, it makes it much easier for users to trust and contact you.
This post 5 Steps to Create an Authentic Social Media Presence for Your Business was original published at “https://www.entrepreneur.com/article/427614”