Are you a social marketing beginner and unsure what to post for your personal brand? Or have you been in this business for a while, but the traffic isn’t the same? Well, stick till the end of this blog to find out what you’re doing wrong and what you can do to up your game!
Start with this.
KNOW YOUR AUDIENCE
What is absolutely essential at the onset is your ideal audience. Don’t jump in blindly on social media and post any content that you feel works for YOU! Instead, observe and analyze your brand history: see what sort of audience covers the largest percentage of your online traffic. Construct an avatar profile of your ideal customer based on your findings. Once you have that ideal customer with its likes, dislikes, preferences and concerns outlined before you, now you have a concrete idea about the direction you want your content to follow. Henceforth, all your content, whether written text or intriguing graphic designs, will be crafted in a way best suited to most of your audience.
‘What if I am a beginner? I have no audience history,’ I hear you snarl at the screen. No worries, for with no light of your own, you rent it from the one who has. Once you are certain about what your brand is about, research the content of your brand. Look at psychological analyses of customers in that industry and note down what stands out for you. Look at online podcasts and YouTube videos and find what the successful businessmen in that industry have to say about their customers. Once you have enough information at your disposal, follow the steps outlined previously.
USE PERSONALIZED TEMPLATES
Templates are the go-to for anyone who wants to create media outlets. What is significant is that you have consistency. Ensure the tone of your content, font type, font size, and colour schemes are consistent throughout your posts. Don’t confuse this with repetition. Repetition owes itself to one fact being repeated over and over again. What is meant here by consistency is that your audience doesn’t feel that it is talking to five different people in five different posts. One is a desperate guy who wants to force you into an agreement, and another is a sarcastic guy who doesn’t know the difference between comedy and rudeness. So, there must be a uniformity of style in the templates. If you want to be represented as affectionate, use softer colours and a medium font and spread yourself before the audience. On the other hand, if you want to be seen first as a friend and then as a brand, then use more jazz colours and tilted fonts and be restrictively amusing. Let your audience feel like they are talking to a person, not to cooperate. With an identity and personality, your brand will be quicker in building its trust with the audience. The audience will feel affiliated with the brand on a more personal level and will thus naturally flow into loyalty.
CANVA is your best friend in creating templates for posting.
DON’T MAKE IT ONLY ABOUT YOU
Don’t take it the wrong way. You are very important. But so are twenty other brands that are a click or a swipe away. Since the world of today deals with the ‘misfortune of over-choice,’ it is straightforward for the audience to swipe away when it sees a brand talking at length about itself. People aren’t interested in what you are; they are interested in what you offer. They’ll stick around if they see something in the post that stands out for them. If they don’t, they won’t. Therefore, make your posts as much about the customers as you can. Don’t promote the brand to them; promote its benefits for the audience. If you are posting a chain of slides in one post on Instagram, either begin with the spiciest offer on the first post or with the most attractive hook. Don’t expect the customer to swipe through 10 slides; instead, make them do it themselves. Just like a fish won’t come for the hook without the worm on it, the customers won’t come to your brand without anything in it for them.
ACHIEVEMENTS AND CUSTOMER REVIEWS
Now I know what you are thinking: ‘how will I flex my service history? Isn’t that a good way to promote the brand?’ Yes! Yes, it certainly is. Don’t let my previous point make you think your brand is only about them. You can make it about you only if you are subtle about it. You can positively back at your services by occasionally posting customer reviews and celebrating your brand anniversaries. This, however, will only interest the audience that is very meticulous about your services or the audience that is obsessed with you. To be safe, we’ll assume that either doesn’t make much of your audience. To ensure you don’t lose any opportunity, you must accompany the anniversaries with a special offer. Make it a red letter day by launching a new product or making a mouth-watering special bundle offer. You can promote your good image and live up to it simultaneously.
As for customer reviews, there are two approaches, and it is up to you to decide which better suits your brand voice. The first way is listing out and displaying the reviews as they are. Isolate the reviews and let the voice of the customers speak for themselves. The other way is to build an environment around a single review. Choose one customer review that you think is the best for your brand’s marketing and create a story around it. Make sure you don’t make it too cheesy or fake: customers are individuals like you and, therefore, not passive, brainless recipients. Craft the story around it in a way that communicates your outstanding services to the reader and brings the customer’s personal experience to life.
With such measures taken before and during online marketing, your personal brand will soon gain an army of loyal and interested followers. While building a personal brand, the key, of course, is skill and patience.
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