Mumbai: In an era dominated by technology and connectivity, social media has become an indispensable tool for brand marketing. According to Search Engine Journal, the statistics are staggering – 4.8 Bn social media users worldwide, representing 60% of the global population and 93% of all internet users. The numbers are still on the rise, with 150 Mn new social media users added between April 2022 and April 2023, translating to approximately 410,000 new users every day and 4.7 every second. With the average person using 6.6 different social networks monthly and spending 2 & 1/2 hours daily on social media, the collective global time spent on these platforms is a whopping 11.5 Bn hours daily. Against this backdrop of compelling statistics, let us explore some social media strategies for effective brand marketing.
Identify Your Goals: It is essential to have a clear understanding of what you are aiming to achieve through your social media marketing efforts. This could be increasing brand awareness, generating leads, or driving website traffic.
Navigate the Right Platform(s) for Your Audience
The plethora of social media platforms can be overwhelming, making it crucial for brands to choose wisely. Utilizing a social media advertising platform can help streamline this process. The primary goal is to find where your target audience is most active. Focus your efforts on two to three platforms to ensure manageability.
Craft Tailored Content for Each Platform
Diversity in content creation is key. Each social media platform has its unique characteristics, and your content should reflect that. Whether it's Twitter's concise posts, Facebook's preference for longer posts accompanied by visuals, or Instagram's emphasis on high-quality visuals and witty captions – tailor your content accordingly. Visuals have a universal impact, with Facebook posts containing images experiencing 2.3 times higher engagement than those without images. Incorporate a mix of images, videos, blogs, and live video to keep your content strategy dynamic.
Foster Content Sharing Among Your Audience
Social sharing is a potent force in brand marketing. Encourage your audience to share your content, as it not only reaches their immediate network but also acts as a personal recommendation. People are more likely to share content that resonates emotionally, incorporates humor or aligns with their values. Including social sharing options in your blogs, e-commerce store, website and email content facilitates seamless sharing directly from those followers.
Run Targeted Campaigns: Launching specific campaigns via social media platforms can help you reach your intended audience more effectively. These could be promotional campaigns, awareness campaigns or even user-generated content campaigns. The key is to ensure they are targeted towards the users most likely to be interested in your product or service. Use the data you've gathered about your audience to help you in this targeting process.
Leverage Influencers for Strategic Partnerships
Connect with influencers whose audience aligns with your brand. Collaborate on content, giveaways, or establish affiliate fee structures. Analyze influencers' posts to glean insights into content that resonates with their followers. Mentioning influencers, partners, and customers on your platforms creates a sense of community, fostering engagement and expanding your reach.
Cultivate Meaningful Relationships with Your Customers
Social media is a two-way street. Engage with your customers to build relationships, which, in turn, contributes to brand awareness and increased sales. Customer interactions on social media provide an opportunity for potential customers to learn about your brand and gauge your interests through your responses. Recognition and appreciation, expressed through mentions, further solidify the sense of community around your brand.
Invest in Posts and Advertising
As social media platforms evolve, organic reach has diminished. To counteract this, investing in promoted posts and paid advertising may be essential. Craft ads that seamlessly blend with organic content, as they tend to perform better and yield higher conversion rates. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options to ensure your content reaches the right audience.
Regularly Evaluate and Measure Your Progress
An effective social media strategy requires continuous evaluation. Track engagement statistics, post visibility trends, and referral traffic through website analytics. Experiment with different content formats, posting times, and advertising strategies until you find what resonates best with your audience. Regularly measuring and adapting to the changing landscape will ensure sustained success in your brand marketing efforts.
Conclusion
A well curated social media strategy is imperative for effective brand marketing in today's digital age. By understanding your audience, tailoring content, fostering engagement, and strategically utilizing influencers, brands can navigate the dynamic landscape of social media and build a strong and loyal customer base. As the social media landscape continues to evolve, staying agile, adaptable and continually assessing your approach will be key to staying ahead in the competitive world of brand marketing.
The following article is attributed to Walplast senior VP group marketing, CSR & business head - P2P Division Aniruddha Sinha.
