How to build a strong brand on social media?

The world is home to over 4.6 billion active social media users, over half the global human population! It is essential for brands of all sizes to leverage this and build a strong brand online. When it comes to digital footprint, no brand must underestimate the importance of social media. A strong social media presence not just leads to brand discovery but also loyalty and top of mind recall. We are unraveling some key steps that can help you build a strong brand on social media. Read on to find out.

Understand your audience and discover their identity

Your social media marketing strategy always starts with understanding who you're trying to reach. Identify the profile of the people that are likely to engage with your brand. How they behave on social media and how they interact with other profiles and brands. Conduct surveys, analyze website traffic and use social media listening tools to gather insights. 

You can never know enough about your target audience and that is the very first step towards building a strong brand presence on social media. Identify your target demographics, their interests, pain points, and preferred social media platforms. Social listening tools help you monitor conversations on your brand on social media and understand how your customers think and behave and what their preferences are.

Make your brand identity recognizable and relatable

Want to stand out on social media? It all starts with relatability. When your brand feels like a friend, recognition and engagement accelerate.Don’t just take our word for it, a 2023 Sprout Social study found that 90% of users follow brands they connect with. The secret? Humanizing your brand. By sharing your values, personality, and culture, you not only craft a unique identity but also tap into a vast audience eager to engage.

Content is king

Never underestimate the importance of good brand content. Maintain consistency in the tonality of your brand’s content and use content to build a distinct brand identity. Of course, the content has no value if it is not engaging and relatable. It plays a crucial role in humanizing your brand and building its identity. Ensure that the content you’re posting on social media is of high quality and also establishes your brand’s distinct identity. It’s also important to know that different types of social media platforms require different types of content. Identify the platforms that resonate with your brand identity and build a content strategy around them.

Consistency is also just as important

Not only do you need to ensure that your brand is posting good, high-quality content, but also posting consistently. Consistent social media activity drives your brand’s social media presence and boosts its strength with social media algorithms. Find the right pattern and schedule and stick to it. Consistency in frequency is just as important as consistency in content quality. It also assures your audience that you’re actively listening to them and you’re around.

Run targeted campaigns to attract more customers

Just organic reach will not help you reach your audience. Reach new audiences and drive brand engagement through targeted campaigns on social media and boost your brand presence. Social media marketing is all about engagement and interaction, driving a culture of two-way communication. Targeted campaigns allow you to cater to specific audiences that are likely to engage with your brand based on the content in such campaigns and improve brand awareness and retention.

A 2023 study by Hubspot revealed that 73% of marketers have reported finding new customers through social media by nurturing leads through targeted campaigns. Followers are a great segment to target for conversion into paying customers.

Track your social media performance insights and leverage analytic tools:

All social media advertising platforms provide a wide range of analytics tools to brands to track their performance online and improve their strategy accordingly. Use these tools to actively monitor engagement metrics, reach and brand awareness to understand what users expect from your brand and deliver stronger campaigns in the future. A/B testing, for instance, allows you to try out unique strategies for the same audience and gauge which one works better.

Use influencers to boost your brand’s presence and engage with your audience

Build a healthy network of influencers and partners on Social Media to promote your brand among relevant audiences and give it a significant boost. Influencers are individuals with large follower counts whose audience trusts their recommendations, making them powerful advocates for your brand. Earn their trust and you earn the trust of their followers, significantly boosting your brand’s presence on social media. In case you don’t know what kind of influencers you need in your partner network, you can always hire a social media marketing agency to help you with it.

Leverage the power of social media as a customer service platform

A 2023 study by Khoros revealed that Over 65% of social media users across all three platforms expect brands to respond, regardless of whether the initial outreach from the consumer was via private message or public post. Social media is a fantastic platform for providing excellent customer service. Address concerns promptly, answer questions with care, and go the extra mile to resolve issues. Your responsiveness will be rewarded with customer loyalty and positive word-of-mouth. Ensure that customer service is a key consideration for your social media strategy.

Keep up with the latest trends and social media culture

The content you post on social media needs to be in alignment with the latest trends and culture among social media users. These platforms have become the most significant source of content consumption for internet users around the world and it is important for brands to understand the kind of content users are engaging with and post content which aligns with these trends.

Be authentic and original

Today's consumers seek brands that are not just relatable but genuinely authentic. The era of one-size-fits-all content marketing is over. Creating a distinct brand identity now demands original content that reflects your brand's true voice and values on social media. It's not just about being seen—it's about being remembered for your authenticity.

Remember, building a strong social media brand is a journey, not a destination. By consistently delivering valuable content, engaging with your audience, and adapting to the ever-changing landscape, you can establish a powerful online presence that drives business growth and fosters brand loyalty.