Brand Optimisation is “a narrowly focused, carefully positioned brand crafted to connect with specific audiences, when and where they’re looking for what you offer.” – Creative Company
After recently attending the 3XE Digital Conference in Croke Park, it is evident that developing your brand presence on social media is an essential element of the marketing mix. Continuing with our social media theme, we will now look at the five areas that contribute to achieving that optimal goal of brand optimisation on these platforms.
(1) Customer Personas
Who are you selling to? Having a detailed persona of your ideal customer gives your business the ability to direct its messaging effectively to your target audience. Greg Fry explains that it is important to think about the basic characteristics of the individual. What gender are they, geographic location, age category, what interests do they have etc. All of these characteristics will help to determine the type of content you post on social media and the level of targeting required.
Tip: Put yourself into the mind of your desired customer and write a brief descriptive story about this person. Doing this exercise will help to focus your mind on developing the desired target audience criteria.
(2) The Message
Let your content shine! Social media users are exposed to a loud noise consisting of other companies trying to sell to them on a daily basis. Break free from this noise with a message that clearly determines the benefits of your offering and that is unique. Again, go back to your customer persona and consider what they want to hear. What will evoke an emotion from them that will lead them to your company.
(3) Post Type
According to MDG Advertising, articles with images attain 94% more views than without. Once you have determined the message, think about the tools that you are going to use to promote this message on the social media platform. Don’t be afraid to experiment with the type of content you upload. Do a video one day, a picture the next to keep your audience on their toes. Social media insights will help you to determine what posts are performing better than others.
Posting on social media is tricky as there are many different industry statistics to go by. Louise Myers identifies the efficiency of posting once daily on Facebook whereas Twitter requires up to 15 tweets per day. The most important thing is to remain consistent and ensure that your messaging is compelling for your target audience. You must also ensure that the platform you’re using is right for your brand. As we mentioned in a previous blog “Social Networks in Numbers”, LinkedIn is ideal for B2B companies but might not necessarily be the right choice if you’re a B2C.
(4) Engagement and Interaction
In order to interact with your following and gain real time engagement, the brand must start a conversation. Call to Actions (CTA) are essential in your social media content. Q&A’s, Competitions, ‘Comment below’ are simple yet effective ways to invite people to respond to your brand on social media. The goal is to transition from one-way communication to a two-way chat and to be authentic.
Engaging with your followers is an important element in the journey to optimising your brand presence. The level of engagement received is essentially dependent on the social media tools used and the message. As mentioned above, you must review your content and ask yourself, am I posting content that is relevant to my target audience? Am I posting content regularly enough to keep my audience interested with my brand?
(5) Paid Advertising
Paid advertising is used by marketers to cast their net to a wider target audience. The success of your paid advertising on social media comes down to the question we asked at the beginning of this blog – who are you selling to? Establishing a persona or ideal group/s to target will mean that when you put money behind your advertisement, you will be targeting a larger audience of your ‘ideal customer’ thus gaining brand awareness and interest (if the message is right).
Thanks for listening,