How many times have you heard someone bloviating about “building a brand” and nodded along, wondering what that would really take?
If you’re anything like me, the answer could probably be counted on two hands.
I’m here to tell you that building a brand is not rocket science - and a few simple tools that you’re already using can likely help you on your way. Those tools are your social media platforms.
Building a brand with social media
Social media is essential to building a brand in 2020 because it ensures that your messaging is reaching its intended audience. As you know, each social media platform has its own demographics and depending on your brand, you might want to be on as many as five or as few as two of them to reach your full potential.
But first, let’s here are a few assets to have on hand for building a brand:
Build a brand on social media with these assets:
Photos of products/services
Videos of products/services in action
Customer reviews and generated content
If you have all of these items ready to you, you’re ready to familiarize yourself with social media marketing and why it works - and put it to good use with building your brand. Here are some resources to get you started.
Building a brand in 2020 isn’t complete without a quality Facebook page. Any and every business needs to exist on Facebook with a unique presence. It all starts with understanding your demographic - with a Facebook business profile, you’ll have access to lots of data and information for free. With more than 2 billion worldwide users, there’s an audience for every brand on Facebook.
Additionally, Facebook itself offers plenty of strategic marketing tools, such as creative personalization methods, Facebook pages, Facebook ads of all types, and Facebook groups.
Now that all your assets are together, you’ll be able to put them to good use building an informative and branded Facebook business page. You’ll also be able to track the success of your posts via the free tools provided to Facebook business page account holders. Want to learn more about what kinds of posts perform well on Facebook business pages for brands?
Twitter is more than political posts - for certain brands with a heavy community component or youthful brand voice, it can be a great place to get a specific message out to large groups of people. With one of the most developed hashtag strategies of any social network (second only to Instagram), it’s easy to reach a broad audience even if you don’t have many followers.
Marketing your brand on Twitter can lead to increased brand awareness and strengthened brand association, as well as a significant increase in leads. You may also see an increase in the percentage of leads that convert to sales.
With a well-branded Twitter business page from the assets listed above, you can take advantage of an unparalleled consumer/brand relationship due to direct communication and customer support. Moreover, your followers will experience increased loyalty to your brand from users who witness your company’s commitment to satisfaction firsthand.
Want to learn more? We’ve put together a comprehensive guide on Twitter marketing just for you.
It used to be that only brands with a heavy visual component could thrive on Instagram - but that’s not the case anymore.
Instagram marketing is the way that brands use Instagram to connect with their target audiences and market their offerings. Recently, it’s gained popularity as an exciting method for brands to show off their cultures, recruit new employees, engage with customers, and show off products in a new light.
When it comes to building your Instagram brand, it all boils down to your photo selection. Whether you choose a particular pattern, editing style, or color scheme, your fans should be able to tell who posted your picture before they see the account name attached.
If this piques your interest and you want to see examples of brands who kill the Instagram game, there’s plenty more to learn about Instagram marketing here.
The key to succeeding at Pinterest marketing is understanding the demographic - it’s very specific, and if your brand appeals to this group, you can have incredible traction. The main groups who use Pinterest are women millennials with a higher income, an interest in shopping and using their mobile phones to do so.
Pinterest itself offers incredibly visually appealing brand and business account page options, so as long as you have your photo and video assets as suggested above, you’re well on your way to making an impression.
To become an expert on how to make your pins stand out, dig into our guide on Pinterest marketing.
Yes, it’s completely possible and easier than you think to use Snapchat for business. You can create a custom Geo Story to reach a demographic audience, which allows anyone within a certain radius of the Geo Story’s location to view and add to the story. This can engage users across the area to interact with your product or service in a creative way, as well as to gain recognition for their posts.
You can also create a custom Snapcode, a unique Snapchat code where users can simply scan the code in their app and add your brand as a ‘friend,’ where they’ll get first access to your content without having to search.
For even more about how to gain user engagement through free and paid methods, read all about Snapchat marketing here.
Social media marketing is a versatile and effective way to market your brand through visual and engaging methods - and with a strong, branded social media presence, you’re sure to make a splash in 2020.
Amy Lecza is the senior manager of content marketing at G2 Crowd. She's passionate about learning, editing and copy writing, and she has been known to keep a red pen on her person for copy editing emergencies. (she/her/hers)