In the age of social networks and marketing strategies that are constantly changing, you should choose the method and those strategies that best suit your professional goals.
Unfortunately, it is true that you will not do everything you planned from the beginning of creating a brand because you will only partially know what success you want to achieve.
Of course, everyone’s goal is higher earnings and business development, but after a while, you need to think about the meaning and purpose of your business, more precisely about the values you provide to the people who follow you on social networks.
A lot has been written so far about different marketing strategies and indeed, there are many and they vary from platform to platform. Of course, the first thing that comes to mind in regard to the means of promoting a business/brand is social networks. As we have seen many times, presentation strategies are not the same on Instagram and Facebook, not to mention Twitter, Pinterest, and other networks.
Even though the topic of the article is social media, let’s not forget email marketing strategy as a means of brand promotion. E-mail marketing can be utilized strategically to increase brand loyalty and trust.
Because, especially if you use template customization tools for e-mails (such as VerticalResponse), it allows you to speak directly to prospects, leads, existing customers, and even past customers in their inbox at a time that is convenient for them, it is critical for creating relationships with them.
Be Available to the Public
Suppose you have at least three accounts on social networks (of course, we mean accounts on three different social networks), and on each of these three accounts, you should regularly post content to stay visible and remembered.
However, today’s strategy, the one that we are writing about, transcends the boundaries of the brand and enters the personal sphere of communication.
One of the ways to keep your brand alive is to regularly post carefully selected and quality content. Another way is to be able to post content periodically but to be active on your private profile. In principle, that would mean that, as someone behind your brand, you become available to the public. In that way, clients will have a feeling of closeness and communication with the actual person, not with the brand.
Honesty and Openness to Boost the Brand
The positive side of all this is that if you, as a brand representative, are in constant quality communication with the people who buy something of your brand, then the brand will also have a better reputation. Here, of course, should be approached meaningfully. First of all, it is necessary to have an open profile only for contacts with clients.
By no means do we want to share all our private information with others. However, some influencers successfully promote their brand in this way. They share most of their private things with others, which is not always good, but as a factor of honesty and openness, it can be a real hit for further brand building.
For example, marketing professionals often do not present themselves under a special company name but as individuals. On their private profiles, they share useful tips for online marketing strategies, as well as for many other areas that do not have much to do with marketing.
What the best of these experts can boast of are very interesting content, smooth and packaged in a very simple way, which is understandable even to people who do not understand much about marketing.
By sharing details from their private lives, by sharing their stories, and with marketing tips, they have become successful in their businesses and can rightly be called influencers in the field of digital marketing.
One-on-One Contact, Visibility, and Communication
We can therefore conclude that the most important thing is to reflect on communication with others through open contacts and through the partial opening of privacy.
Big and famous brands like Coca-Cola don’t have to do this because Coca-Cola has become a ‘character for itself’, yet even giants like this occasionally insert the production process or at least one person behind the whole process into advertising.
Oversaturated with strategies to increase the number of followers, digital marketing is moving towards original, simple strategies, such as one-on-one contact, personal approach, and visibility.
Ways of Communication
You can do this in many ways: you can address clients through stories on Instagram, through live, through podcasts as well. All this speaks in favor of the fact that people are fed up with texts and want speed and effectiveness in posting content.
Podcasts and stories are a good strategy to connect more quickly with the people who follow you and easily transfer the content you have prepared. At the same time, you put a personal stamp on all this, which additionally puts you and the brand you promote in the foreground.
The written word has not lost its value, but in the age of Instagram’s dominance, where the image wins over the text, little can be done to promote the text. That is why it is best to promote the brand through audio and video recordings, which will certainly be accompanied by a good photo.
In addition, for people who follow your work, audio and video are a relief, as they can perform other activities while monitoring your work at the same time. In other words, the more motivated you are to please the people who follow your brand, the more likely they are to recommend you further and to attract a larger group of people.
For example, no matter what you might think, Twitter is an interesting social platform that is very good for promoting private activities, ideas, and suggestions. Its short-form allows the content to reach a larger group of people, and at the same time, the reputation of this platform is such that it mostly serves to promote private activities.
Apart from other forms of content, podcasts are also very interesting for content promotion: they are easy to use, no special processing is required, and best of all, most people can easily follow and rewind content according to their own will.
So the next very bold strategy is to record podcasts with client engagements and direct answers to questions or concerns they have. In this way, you (along with your brand) show how open and flexible you are for suggestions, exchange of opinions, and constructive suggestions.
The challenge with such recordings is that someone may ask a question that you will not have an answer to, or the person will want to intentionally disparage and criticize your work. Here again, it is important to build a strategy of constructive debate that will not damage either you or the brand’s reputation.
Challenges of Direct Contact
It can be said that from the sea of marketing tactics that show what is best to do, we return to some basic ideas that require direct contact with a person. It will also be a challenge here to maintain personal contact with everyone since some brands can have thousands of followers and potential customers.
In this regard, if you are thinking of being more open to the public as someone behind the brand, you need to be aware in advance of the consequences that it will endanger your privacy to some extent and, therefore, you should approach this strategy very wisely and analytically.
On the other hand, you don’t have to change your brand 100 % of the time. You can occasionally show the activities in which you participate or show the activities of creating a product, and thus give a touch of reality, without disturbing privacy as such.
We will often see that behind one, even private addressing to the public, there is a whole team that dictates the manner and time of appearance, as well as the content of the message. Of course, it is worth considering this the next time you decide to post new content.