Constructing a Social Media Branding Technique in 6 Steps



Aleksa Radović

Aleksa is working for one of many largest digital businesses as a advertising skilled that focuses on driving enterprise by digital, visible, and content material advertising methods, presently based mostly in Los Angeles.

Social media platforms have develop into an efficient channel for constructing a model these days. Whereas having a web site is important for knowledgeable buyer method, even the largest digital businesses acknowledged the significance of social media.

It’s additionally wonderful how a lot social media platforms have advanced. Instagram, for example, affords buying by way of the app. In fact, improvement businesses dominate the net buying market, however it’s all the time good to have extra choices.

However, earlier than we get into the main points of constructing a social media branding technique, let’s first discover what it’s.

Social Media Branding Technique 101

A branding technique is a plan to realize a number of long-term objectives that ultimately end in model identification and consciousness. The last word aim is to have your clients acknowledge you proper off the bat.

There are lots of methods you possibly can accomplish that – native promoting, referral packages, and so forth. Nevertheless, social media platforms provide benefits that different methods don’t – interplay. For that purpose, even the largest and probably the most profitable companies flip to totally different social media platforms.  

Naturally, merely posting there received’t do a lot. Anyone can do this. As an alternative, you will have to create a social media branding technique and map out the trail that results in model consciousness.

If all of it appears a bit too complicated at this level, don’t fear – we are going to go over all the mandatory steps it is best to take to make your social media branding technique work. Let’s begin with the primary.

1. Discover Your Goal Viewers

Earlier than you begin making any plans, decide who your audience is. 

The audience contains people who find themselves more than likely to buy your services. Bear in mind – the extra particulars , the higher. 

Their age, gender, location, schooling, earnings, curiosity, habits, and behaviors are all that may show you how to maximize your outcomes. In fact, a few of this info may not all the time be related. For example, when you’re promoting protein bars, marital standing might be not of nice significance. 

There are a number of methods you will discover your audience:

  • Analyze your buyer base. It’s one of many best methods to get the knowledge you want.
  • Try the competitors. See who follows your opponents’ social profiles, take a look at their evaluations, and analyze their blogs to see who their audience is.
  • Outline who isn’t your audience. The elimination course of will more than likely show you how to ultimately decide who your audience is.
  • Use analytics. You should utilize Google Analytics if in case you have a web site or simply social media analytics.

Defining your audience may even show you how to make the very best determination in the next move.

2. Choose the Proper Social Media Platforms

These days, there are lots of social media platforms you possibly can go for: Fb, Instagram, LinkedIn, Twitter, Pinterest, and others.

That doesn’t imply it is best to use all of them. Some social networks are merely not appropriate in your audience. For instance, when you’re promoting kids’s garments, you’d waste your time on LinkedIn as a result of its viewers is primarily company.

We all know it’s not straightforward to search out all details about totally different social media platforms in a single place, so we created a fast overview:


Fb is without doubt one of the finest platforms for spreading model consciousness due to the massive variety of customers. On Fb, male customers between 25 and 34 years of age make up the biggest demographic. Globally, 56% of the customers are males, whereas 44% are feminine.


Not like Fb, Instagram’s largest demographic contains male customers between 18 and 24 years of age, adopted by male customers between 25 and 34 years of age. As for the ladies, most feminine customers on Instagram are between 18 and 34 years previous.

Customers on this platform like vibrant photographs and usually tend to get private on Instagram than another platform.


Like on Fb, 56% of the customers on LinkedIn are males, whereas 43% are feminine. As much as 60% of customers are 25 to 34 years previous

Not like Fb, LinkedIn is a platform meant for profession improvement. Its customers are enterprise folks. Content material on LinkedIn must be inspirational and may encourage discussions. It mustn’t really feel like advertising.


A lot of the customers on Twitter are male, whereas simply 29,6% of the customers are feminine. Virtually 40% of customers are between 25 and 34 years previous.

On Twitter, hashtags are a should. Customers like short-format textual content, but in addition photographs, movies, and Gifs.


Pinterest might be probably the most visible social media platform of all. Feminine customers appear to find it irresistible! Solely 14,8% of customers are male. As many as 38% of customers are between 50 and 64 years of age.

Content material on Pinterest is made up of photographs, so-called pins. Not like another platforms, it’s finest to not use hashtags, promotional info, or salesy calls-to-action (“Purchase now!”).

Now, you might have seen you could goal totally different audiences on totally different platforms. For that purpose, it is best to alter your content material to every platform. Twitter customers might like memes and short-form content material, however Instagram customers are used to footage and movies. 

It solely is smart to create totally different content material for every platform if you wish to ship high quality.

3. Begin with the Fundamentals

As soon as you identify who your audience is and decide the social media platforms you wish to use, it’s time to arrange a profile. You don’t should be a grasp in digital technique. There are a number of issues it is best to do to maximise your outcomes.

Optimize your profile

First issues first, your profiles throughout totally different platforms ought to have the identical title, banner, and emblem. It’s a wonderful alternative to decide on your model shade palette and design your banner and emblem utilizing these colours. 

A profile description ought to summarize the principle message you wish to ship to your potential clients. It ought to inform individuals who you might be. Utilizing the precise key phrases can be a good suggestion as a result of customers will simply discover you.

Be according to the visuals 

Most individuals assume that the visible section of the model comes all the way down to the web site’s shade palette and emblem. However there’s extra to it.

When you begin persistently posting footage utilizing the identical color and style palette, customers will begin associating your organization along with your chosen fashion. They may now not search for your emblem as a result of they’ll comprehend it’s you. 

Submit commonly

In order for you customers to recollect you, it’s essential publish commonly, however bear in mind, posting frequency relies on your viewers and the platform you’re on. 

You’ll publish within the night when you discover your viewers is extra lively at the moment of the day. It could take a while to investigate, however it can repay.

However, as we’ve beforehand talked about, customers on totally different social media platforms have totally different expectations. For example, Instagram customers anticipate you to publish 3-7 occasions every week, whereas Twitter and LinkedIn customers anticipate 1-5 posts a day! 

Posting a few occasions a day could appear difficult, however you possibly can depend on social media advertising instruments to ease the method. You’ll have the ability to create a content material calendar and schedule posting. 

Planning is great since you’ll have extra time to maintain observe of the way you’re doing and alter your content material to what your viewers likes.

Develop a model voice and stick with it

You might be humorous or inspiring, or severe, relying on what your viewers is into. Infiltrate your audience and hearken to them. Are they pleasant and playful after they discuss to at least one one other? Is there a particular jargon they use?

When you get a grip on how they impart and their ache factors, begin speaking with them in a manner they know. It’s identical to real-life conferences – the folks you’re having drinks with will such as you extra if they will join with you.

4. Join with Your Viewers

One of the best ways to attach along with your viewers is to speak with them. When somebody feedback in your publish or tweets about you, reply. 

Attempt to reply your messages as quickly as potential as a result of it can make your clients really feel appreciated. And belief us on this – folks all the time keep in mind that.

Present your human aspect

One other nice solution to join with folks is to indicate your human aspect. Present your clients what it’s prefer to be behind the scenes. 

For example, you possibly can publish photographs of that team-building occasion you organized a couple of days in the past. Or you possibly can simply share an image of your desk with a laptop computer, and a humorous description folks can relate with their very own expertise.

Watch out the way you deal with criticism

Nobody is ideal. You’ll make errors every now and then, and even when you don’t, not everybody has to love you. You ought to be ready to deal with criticism professionally and with good grace.

5. Flip to Influencer Advertising and marketing

These folks put hours on daily basis into rising on social media platforms and have the facility to have an effect on different folks’s buying choices. Relying on their area of interest, they may have tons of of hundreds of followers or manner fewer, however their engagement charge is all the time cheap.

Influencers can assist you develop your model tremendously. Since your model is all about how folks understand you, influencers can attain out to a big viewers and have an effect on how they understand what you are promoting.

Step one is to search out an influencer that matches your wants and is inside your area of interest. For example, when you’re promoting physique lotion, it is best to in all probability discover somebody whose content material is about magnificence or skincare.

As soon as you discover the precise particular person, contact them and pitch your concepts to them. Then, provide you with a marketing campaign that can profit each you and the influencer. 

One other nice concept is to let an influencer take over your account for a day. It might clean up your content material and drive their followers to your profile, which can show you how to get seen. 

6. Hold Monitor of Your Progress

As all the time, you received’t do higher when you don’t know the way you’re doing in any respect. 

So, open up the analytics and see the numbers. Do they line up along with your expectations? Is there a publish your viewers appreciated? Or, is there a publish that’s not performing so nicely?

If there’s room for enchancment, tweak your technique a bit and see what occurs. We imagine success is correct across the nook!



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