Let’s explore them to make sure you’re doing the most you can for your brand with social media. If, however, someone else will manage your social media for you—whether a team or just one other person—then it’s important to determine your brand voice before a single message is shared. Your brand voice may include much more than that, but this is a good start. Support Your Mission Does your social media presence also tell your buyers what your brand is all about? Just be sure that everything you do post, whether it’s your own content or shares from other brands or your brand advocates, supports everything your brand is about. While your website should be the number one place customers go to get an education about your products or services, you can support that information with posts on your social media platforms. You can also share any of their posts in which your brand is mentioned. Does it speak with your brand voice? Have you focused too much on selling and not enough on engaging and informing? Just keep focusing on your brand, and you’ll develop a social media strategy that lifts you up in the eyes of your buyers.
Social media has become one of the most important tools in a brand’s toolbox, but it’s a waste of time if you don’t know how to use it. Your messaging must be crafted with the sole intention of supporting and reinforcing your brand. There are several working parts that need your attention. Let’s explore them to make sure you’re doing the most you can for your brand with social media.
Choose Platforms by Buyer Persona
Would you choose to speak to an empty room over one filled with buyers who are interested in your products or services? If you’re using the wrong social media platforms, that’s exactly what you’re doing every day.
It’s important to understand who’s most likely to support your brand. This includes demographics, sure, but it also involves understanding the psychographic dimensions of your buyers. For instance, does your brand appeal more to men or women? Are they in their twenties and thirties or forties and fifties? Do they live in the suburbs, rural areas, or right in the middle of the city? Finally, what motivates them? Which emotions lead them to make a purchase?
When you know these things, you can choose the platforms where those exact buyers are most likely to hang out. Facebook is always a good bet, but you’ll need more information before choosing between Twitter, Instagram, Snapchat, Periscope, and LinkedIn.
Streamline Your Voice
If you, the owner of your own company, plan to handle all social media messaging, then you may have this one under control without a lot of hassle. If, however, someone else will manage your social media for you—whether a team or just one other person—then it’s important to determine your brand voice before a single message is shared.
Develop a document that outlines your brand voice, including the focus of your message, permitted language, the emotions you’ll target, and the intended outcome of your posts. Your brand voice may include much more than that, but this is a good start.
With defined guidelines, your voice will cut through loud and clear, leaving little confusion among your buyers.
Support Your Mission
Does your social media presence also tell your buyers…
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