How to Effectively Scale Your Social Media Exposure

By on March 1, 2019

Considering the competitive spirit of the modern market, any brand with the desire to grow already has an established social media presence. Still, having a brand page on every social network relevant for your target demographic doesn’t come with a promise of the level of exposure you need, brand awareness, let alone loyalty. It takes tremendous effort and skill to build a social presence that will actually stand out and outgrow your current brand existence.

Even though we can safely say that no brand can apply the same strategy as the next one, even within the very same industry, you can rest assured that certain fundamental principles apply for every single business out there. So, let’s take a closer look at those essentials that you should implement in order to scale your social media strategy for a better, stronger, more clarified presence and win over your customers’ love and loyalty.

Influencer marketing is on the rise

If you spend any amount of time perusing various networks, especially Instagram and Twitter, you have already spotted an army of people who are today known as influencers. These folk work alongside brands to earn the interest and respect of their audience, and it’s precisely their unique approach that can make or break an entire social strategy for you as well. For instance, a new fitness apparel brand wanting to get better traction on any network can expect to skyrocket their presence when they partner up with a celebrity or an influencer in their niche.

The same goes for any industry out there. If you can get an influencer to review your services or products on a regular basis, it will give you face-time with their followers, more attention, better brand awareness, and a much better chance at establishing long-term bonds. However, it’s key to perceive these influencer relationships as a commitment, not just a one-time fling.

Brand your social content

What is the one ingredient that makes all of your efforts either futile or purposeful from the get-go? Your brand. Without a brand identity and a strategy to reflect your needs and goals, you cannot expect any part of your digital presence, your social efforts included, to take effect. Your success on social media will depend on how well-structured and authentic your entire brand strategy truly is, as every post you write and every image you publish should be in line with your brand values.

A great way to ensure this in-depth level of brand consistency across all channels is to build your own social media brand guidelines that will be applied and used on every level of your organization. Everyone, from your social media managers to your high-level marketing strategists, should know what is acceptable social media behavior of your brand. By branding your content with the right, distinguishable voice and visuals, you’ll help your brand not only earn your customers’ trust, but truly stand out in the crowd.

Contests for better engagement

Few things can spark the same level of interest as a well-designed social media contest can, especially if it comes with a slew of handy prizes your customers will need and love using on a regular basis. Used primarily to create the right buzz, contests can truly spark a high level of engagement among your followers when you know how to time and design your campaigns. From the classic vote-to-win system, all the way to getting people to share photos of themselves using your brand, there are many types of contests you can set up and see more conversations open up.

However, you also need to be prepared to match your followers’ interest with social media managers who will readily reply to every comment or message, monitor the impact of your contest, and adjust along the way in case of any confusion. Brace yourself for possible negative feedback and comments, and prepare several methods to “diffuse” tension in case of unhappy participants, because this is always a risk for competitions – but a worthy one compared to the resulting attention you’ll gain.

Mix and match between organic and paid

It would be naïve to assume that all it takes is posting awesome content for your followers to fall madly in love with your brand. Then again, all the paid efforts of this world cannot salvage your brand in case you lack the right strategy, identity, and authenticity to back them up. Your business needs a relatable essence for a stunning social presence, but your social campaigns also come with a bit of monetary investment, especially in those early days and in highly competitive markets.

Every business needs to find its own paid vs. organic balance. For the vast majority, the advantage lies in focusing predominantly on organic with the right branded approach and unique content, with an occasional paid campaign to support your organic efforts.

Keep in mind that your social strategy will change and evolve alongside your growing brand, and so your methods will need to be updated on a regular basis, to include new trends and reflect the changing preferences of your target audience. Use these key methods as your social media foundation, and you’ll always be able to build upon them to be at the forefront of your industry on every channel and in every way.

About Keith Coppersmith

Keith is a business consultant with experience in numerous small businesses and startups. He is a regular contributor at Bizzmarkblog.com, he enjoys sharing advice on both traditional and digital marketing.
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