This entry is part 6 of 6 in the series on Building Your Brand.
You know how to build your brand, how to find your niche, defined your audience and perfect customer or client, created your brand vision, and created the design of your brand. How do you make it grow? Enter: Social Media. The struggle: Overwhelm.
Overcoming the Overwhelm
As I’ve gone through this series and talked to people who are working on their brand I’ve noticed a common theme. That is that people are entirely overwhelmed. Be it the idea of sitting down and defining their brand, creating a blog, doing the design, social media updating, or re-branding an existing brand… people are hitting the brakes.
Let me tell you a secret. It is 100% OK to evolve. It is definitely fine to take things slow and at your own pace. It’s not a big deal if your brand isn’t “perfect”, it will be perfectly you, and that’s what matters.
Branding is a process and especially when it comes to marketing your brand on social media. Realize that not every social media platform will be a great asset for you; especially if you do not enjoy using that platform. Branding and building your business is a lot of hard work but remember to make it enjoyable.
Social Media That Works for You
Social media is a cha-cha. There are no short cuts, no magic strategy that will give you overnight success, and you’re not going to go viral and become a super brand lickety split. It’s a dance. Keep it fluid, keep it consistent, keep it natural.
Let’s discuss the different platforms and what they’re known best for.
Twitter: Best if you love texting, “random” short updates, want to connect with brands (B2B). Great for special offers, contests, special discounts, and conversation.
Facebook: Best if you love sharing content (your and others) especially photos/images and video. Facebook has the most diverse demographic and you have ability to advertise to a very specific demographic. Also, it is still the most popular platform around and one of the best for developing brand awareness.
Instagram: Best if you want to be fully mobile, love creativity and visual sharing. Great for making your brand look awesome! Instagram currently has the youngest demographic of all social platforms.
Pinterest: Best if your audience is mostly female. You can generate lots of traffic if used correctly and it’s easier to generate content that goes viral. Great if you have a blog with wonderful images, have products or content geared to a female audience and love to share content.
Google+: Best for content sharing especially for YouTube videos and Google Hangouts due to the integration. Great if you’re into technical work, you’re into video marketing and doing webinars/hangouts.
YouTube: Best if you like vlogging, sharing tutorials, advice, public speaking, and showing your true authentic self. Great if you want to drive traffic using your face, voice and uniqueness of build your brand.
LinkedIn: Best if you’re building a more professional network. Great for showcasing your professional profile without having to be active and engage an audience.
Pick 1 – 2 platforms to brand, master and build at first to avoid overwhelm.
How to Build Your Brand on Social Media
Be You: Tell your story. Anywhere your brand is your story should be as well. People connect best with people, remember? Make sure people can easily find your brand name, tag line, elevator pitch and/or a profile showcasing your vision and mission. Also, make it easy for people to get in contact with you and follow you around the web.
Talk to Your Friends: Stay true to who you are and keep your updates natural. Share, talk and engage like you are talking to a friend because, well, you are!
Be Consistent: I cannot emphasize enough how important consistency is. I know this first hand! I’ve gotten away from consistently updating my Facebook page and the views, engagement and my audience has all but disappeared.
When I was posting 3-5 times a day, asking questions, sharing my content, sharing others content, etc. I was really getting amazing feedback. When I backed off it all but died.
Share: Not only your content but others. Social media is a time to get social. Find other brands, bloggers, and even your audience to share their content! Spread that love around.
Engage: Take time to comment, like, respond, message, ask questions, and just be engaging. People want to connect with you if you are open to it. Don’t “set it and forget it” by scheduling everything and letting what happens, happen. Actively seek out opportunities to engage with people. Building relationships with other brands and your audience will catapult you to the next level.
In the upcoming weeks I’ll be covering more direct ways, tutorials, and success stories of social media strategies, branding and more. I hope that this series sparked some creativity inside you to sit down and plan out how to build your brand online.