Here’s How You Can Build Your Brand Image Using Social Media

social media advertising

Building a loyal customer base and gaining the trust of and appealing to new customers can be a daunting task; one that requires a lot of investment. In this digital age, social media has become an integral part of digital marketing. Not only is it more real-time but is also more effective when it comes to communicating and developing a bond with end-users.

Social media platforms allow businesses to reach millions of customers worldwide and if social media marketing is not a part of your branding strategy, then, trust us, you are missing out on an incredible marketing opportunity. We’ve put together an easy guide on how you can build your brand image by simply using social media…correctly.

1. Solid social media strategy

When you decide to set up your accounts on the various social media platforms, the first thing you must consider is your objective. Is it brand awareness? Is it lead generation? Or is it for customer service? Once you’ve established your key objective, build your social media strategy around it. Having said this, be conscious and true to your product and service. Not all businesses need to have an account on every social media platform. Some can work great on Instagram and TikTok, some can do exceptionally well on LinkedIn, while some do great on all.

2. Relevant content

If you’re not relevant, your audience will lose interest in your business. Stay updated, get on the new trends if you have to, and always look at your audience and give them the content that they want to see. Insights on social media platforms will give you a detailed analysis on who your audience is, what is the content they like to engage with, what time and day are they most active at, and, of course, an average age group and their demographics. Utilise all of this information and incorporate this understanding in creating your monthly social media plans.

3. Paid spends

Given the kind of reach social media platforms have, paid spends or social media advertising is one strategy that will yield consistent ROI from day one. Target your audience, set a budget, define a time frame, pick out eye-catching visuals that represent your business, and you’re good to go. In no time, will you start seeing results, be it brand awareness, rise in sales, and lead generation.

4. It’s all about the visual elements

How easy would it have been if a business could post the same piece of content on all platforms, right? This is a mistake a lot of businesses often make. However, before you decide to do this, consider tweaking the content according to the platform. Could long-form captions work on Facebook and LinkedIn? Sure, they do but will the same work on Instagram or Twitter even? Put out fun, interactive, and engaging videos and images on your social media platforms – this definitely grabs one too many eyeballs.

5. Engage with your audience

It’s always good to be spontaneous while responding to customer queries and comments. Businesses don’t stress on this enough but community management is essential in building trust and engaging with their audience. Timely response shows that you care and also make brands more human and reliable.

6. Brand voice

In a world where there is a lot of awareness on various world issues, be it social or political, it is always great for businesses to have a voice; to show their stand. This will help customers identify a business that they would want to engage with and will also build a sense of trust. We’d say, as a business, don’t shy away from putting out your opinion on a world issue because users appreciate businesses that have a spine and show that they care.

While these are some of the basic yet key points that businesses must keep in mind before devising their social media strategy, the social media space is dynamic and ever-evolving. Keep up with the times and ace the social media game!

 

5 ways to improve your social media strategy

social media company in dubai

Social media is an essential tool for all businesses, particularly in the UAE where social media users spend up to 3 hours per day scrolling on social feeds. It provides unlimited opportunity for brand awareness, social commerce, lead generation and direct customer relationship building. How can organisations ensure they’re using social media effectively to achieve their goals? Here are 5 simple things to consider when developing a social media strategy.

  1. THINK LIKE A CUSTOMER

Who is your customer? Develop a series of customer personas in order to deep dive into the way they think, behave, their preferences and the way they consume content. This will prove really valuable when it comes to planning content and making strategic decisions.

  1. CONTENT DIVERSITY

It’s easy to fall into the trap of sharing the same format and type of content week after week – if it’s not broken, why fix it? Well, data shows us that in 2021 social media users value diversity. Stale content results in engagement decline and harms your position in social platform algorithms. Keep your audience engaged by trying a variety of content formats such as video, images, carousels and play around with platform features such as stories, Instagram reels and guides.

  1. CONSISTENCY IS KEY

While your content should be diverse, it’s vital that your posting frequency is consistent. Through platform insights, figure out how much time your audience spends on a given platform. From here, decide how often you think you should post and stick to it. If you start to notice a dip in engagement, it’s a good idea to analyse the volume of content you’re posting. Remember, quality over quantity!

  1. PAID, PAID, PAID

Paid social media advertising is the strongest tool in your arsenal. If utilised effectively, it provides an enormous return on investment and helps you to achieve specific business goals such as website traffic, lead generation or app downloads. Organic content is great for reaching those who are already followers, but paid content is the only way to reach potential new customers efficiently.

  1. PLAN AHEAD

Fail to prepare, prepare to fail. Developing your social media strategy and planning content in advance helps you to prepare more effectively and take into account key dates, consumer behaviour at certain times and upcoming business objectives. This ensures you never miss an opportunity to deliver a key message at the right time.

 

The Rise of Social Commerce

Social Commerce

The phrase ‘new normal’ has been overused and thrown around this year like never before, but let’s face it, this year was a turning point for several industries and will likely change how business is done for years to come. As weaknesses were exposed in business models due to the pandemic, it became clear that the investment in digitization was necessary and could help save businesses in the long run.

While the global economy took a hit during the pandemic, one industry that continued to flourish was eCommerce, as online shopping is one of the most popular online activities worldwide. In fact, in 2020, retail eCommerce sales worldwide amounted to about 4 trillion USD, a number projected to exceed $6.54 trillion by 2023.

In the case of eCommerce, it seemed as if the COVID-19 crisis accelerated the growth of the already expanding sector as new firms, customers, and types of products hit the market. With more people at home, another form of eCommerce was on the rise, social commerce, the use of social media to drive eCommerce transactions.

In the past social commerce meant paid, owned, and earned media on social platforms to build visibility and drive traffic to an eCommerce store. However, in recent years social media platforms have added extensions that allow users to buy directly from the app.

Instagram and its parent company Facebook are leaders in the social commerce landscape, honing in on shopping extensions recognizing eCommerce as a pivotal part of each platform’s overarching growth strategy.

This year, as a part of the updated app features, the companies released shopping extensions that allow users to have a tailored and intuitive buying experience. This move resulted in a whopping 81% of consumers searching for products they need to buy on Instagram and Facebook, making the two channels a massive reference hub and marketplace for goods of all kinds.

As consumers spent more time indoors, shopping trends leaned towards online platforms, especially via mobile devices. This prompted brands to invest in social channels with convenient eCommerce offerings to target their consumers along their buying journey.

The power of social commerce lies in its ability to showcase highly visual and aspirational ad content, that stimulates the passive desires of users before their functional needs arise. For example, if I am looking for a new watch, the platform will utilize my browsing data and other data points to identify my wants, and then it will funnel inspiring ads to me that may satisfy my needs. But what does this mean for traditional eCommerce platforms?

Traditional eCommerce platforms such as Google Shopping and Amazon are not as intuitive as Instagram and Facebook, as they cater to solving immediate problems and not presumptive desires. For example, if I search for a new watch, it will show me several watches; however, unless I am specific with my product or brand name, I am likely to be presented with generic ads that are less aspirational and tailored.

While it is too soon to say that the buyers will forgo traditional eCommerce platforms altogether, we can see that there is real value for the businesses to utilize social eCommerce to attract and build loyalty amongst a target audience.

Social commerce will close gaps in the online shopping experience and provide the customers with a smooth end-to-end buying experience. With new buying habits and preference onset by the pandemic, we foresee that social commerce will remain a large part of the eCommerce industry worldwide.

Social commerce will also attract micro-businesses and craft shops, as the simplicity of the social commerce setup will likely persuade small business owners to skip more complex standalone e-commerce storefronts models. While this may mean more competition among brands and platforms, it also means competitive prices and more consumer choice, which is sure to enhance the buying experience for online shoppers.