Today, businesses of all sizes invest heavily in the digital space, and social media is present in the New Age church. For example, operating in a virtual environment such as Facebook, Instagram, Twitter or LinkedIn offers a range of facilities to SMEs, but also presents several branding-related challenges. This article focuses on the key functions of the Internet as a tool for brand promotion, customer engagement, or sales performance, while highlighting several strategies businesses should implement to avoid the risks involved, discusses.
The impact of social media on brand identity
Social networks play a major role in building a brand, and perhaps the easiest way to do this is to build a brand image. This design element becomes important in the fight for the consumer in a crowded market. Through social media networks, the brand can present its face, core values, and unique features in an eye-catching way.
For example, brands use the visual nature of Instagram to create behind-the-scenes views, showcase their products, showcase their customers, and provide customer reviews. According to a survey, many consumers want to associate with a brand because of the attractive brand profile with more than 1.4 billion users worldwide one of the many reasons why brand identity is important (Sprout Social, 2021).
The brand is also able to create and deliver user-generated content because consumers are free to share their thoughts and experiences. Such opportunities not only improve brand awareness but also create a community around the brand. People like to associate with a brand because once that happens, the person has a high chance of loyalty.
Increase customer interaction
Customer engagement can be effectively increased using social media. Unlike traditional advertising methods, customers and companies can easily interact on social networks. This interaction can be expressed in the form of comments, likes, shares, and direct messages. Engaging with users more dynamically allows businesses to build relationships and credibility with users, which is key to retention.
HubSpot research has shown that if companies put their customer relationships on social networks, they will increase their customer loyalty by 20-40% (HubSpot, 2022). Such relationships may include responding to comments, reposting user-generated content, or conducting surveys and polls for feedback purposes. These calls not only provide insight into audience sentiment but also make the brand look better.
Audiences are also becoming more familiar with targeted advertising, as social networks allow companies to create ads that are tailored to their audience’s interests. Businesses can optimize their approaches by determining what content to post to encourage engagement and sharing. It is a methodological approach that strengthens the development of the brand to follow its audience.
Increase sales and increase brand awareness
In addition to increasing identity and interaction, social media also helps to increase brand visibility and sales. Shopping options are now integrated into social media platforms such as Facebook and Instagram, allowing businesses to display their products on their profiles. This integration of several platforms in one platform increases efficiency and convenience in the purchasing process.
A survey previously conducted by Hootsuite found that 54% of social media users research products on their social media before purchasing (Hootsuite, 2021). This statistic further emphasizes the need to post regularly on social media as it is likely to convert sales at the top end of the sales funnel. Through sponsored ads, different brands can target different segments to ensure that their messages are delivered to the right audience.
Additionally, social media campaigns can also bring us brand awareness and engagement through the use of viral marketing. Content that is user-centric is more likely to go viral and help expand the audience. For example, social media campaigns such as the ALS Ice Bucket Challenge demonstrate the role of social media in harnessing communities toward a cause and the power of such collective efforts in promoting a brand.
In the following, we have suggested some key strategies to use in social media:
Create a compelling brand story
One of the most powerful ways to convey your brand identity is through storytelling. A brand can express itself through stories, journeys, values , and missions in an attempt to get emotions from the audience. In fact, according to a Harvard Business Review, compelling storytelling helps brands retain customers at a much higher rate. Consider the story of a small coffee shop and how it sources beans from local farmers or only works with sustainable sources. This story allows the customer to know but also allows them to trust and connect with the brand.
Visual compatibility
Visual identity is an integral part of brand identity. Compatible with logos, color schemes, and typography to reinforce the brand across all social media platforms. According to a study conducted by Lucidpress, consistent branding can increase revenue by 23%. Canva offers an easy way to create great-looking content that truly reflects your brand aesthetic, ensuring that every post adds to a cohesive brand image.
Create valuable content
Your audience is better engaged through the development of high-quality and relevant content. This may be in the form of blog posts, infographics, videos, or even live streams. According to the Content Marketing Institute, 72% of marketers now report that content marketing increases engagement. Providing some kind of value through information or entertaining content puts your brand in a strong position. For example, it could be a fitness brand that shares workout tips, nutrition tips, or success stories from its customers. Here, the company forces its followers to like the content and share it on their networks.
conclusion
In short, social media is a treasure trove for brand development, especially for small and medium-sized businesses. Knowing a brand, having a significant connection with your audience, and using advertising are all ways to increase awareness to increase sales. However, this requires you to be integrated and proactive in monitoring your brand’s online presence. As the digital environment continues to change, it’s those who position themselves with social media right at the core of their brand strategy that find themselves in a strong position in the competitive marketplace.
