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How can I build brand awareness through social media today?
Creating a social media footprint can seem like a daunting task and people often fear taking small initial steps due to the larger social media shadows that their direct competitors may be casting. My intention with this post is to help your business build bigger brand awareness with practical social media marketing steps that you can implement and use today.
Activity builds brands
One of the most frustrating scenarios that I regularly see online is people who have ‘tried social media and it didn’t work’. The typical social media case study for failure tends to include the following trends:
- Building business landing pages for social media marketing and very quickly became disillusioned with social because nobody Liked them
- Having social media accounts because their competitors have them and leaving them dormant
- Not tying in social with everything else they do (their website, email marketing, offline marketing and more)
- Wanting the first social steps to be perfect – being stuck in the competitor analysis phase of what everyone else is doing and never actually doing anything yourself
- Assessing the success or failure of social media without setting goals in place – like anything, if you do not know where you want to end up, you are more than likely to be disappointed with where you arrive
An active brand naturally builds a social following. Very often, many successful social media campaigns have a brand manager or social media marketing manager at the helm; steering social activity towards clearly structured brand goals.
Find your social circles and engage them
Whether you like to admit it or not, you will already have a great understanding of who you want to engage with socially with Facebook, Twitter et al. Many people often put up barriers as a means not to take those first steps into social media for business; but if you wanted to get going with Facebook or Twitter marketing for example you could quite easily have something substantial achieved before the end of the day.
Start building your brand footprint with small steps.
Find your friends, follow suppliers, associates, memberships, customers, colleagues and competitors. Follow people who follow your competition. Before you know it your social circles will become much more active and engaging:
Incentivise your audience
Why do people decide to do anything? In my experience – generally because they are incentivised to do so. Giving away a nominal gift; a kindle, some vouchers or even some ego prizes that cost you nothing other than time will generate more social success then repeated call to actions.
In most occasions you will already have the gift, it’s just that you haven’t repurposed it for social media yet. In this instance I’m thinking of free white papers, industry insight research and documentation and more. Tools, guides and even branded giveaways that you may have left over from industry trade shows and guest speaking events will all increase and incentivise your audience.
About Lee Wilson: I’m an SEO campaign delivery manager for Red Rocket Media and have been active in the online arena since completing my degree in business from Winchester Uni in 2003. Needless to say I am also an online gamer on the Xbox and a hard-core Street Fighter player with many online wins under my belt. Feel free to add me to your circles on Google+ follow me on Twitter or connect we me on Linkedin.