At its core, marketing a brand using social media (especially if you’re a small business) distills down to communication management. In my experience, all relationships (from business to romantic) rely on great communication. And often, lack of success is due to poor communication.
Learning to communicate well online is nothing fancy, but it requires you to be thorough. We don‘t need to be social butterflies, but we need consistency.
If you or multiple people are managing a brand, create a document for consistency. It will help if you decide to hand the job over to someone else or if you need to outsource the work. It also helps keep you straight and remember the elements that unify and distinguish your brand.
This document should include:
Taking a stand on an issue is important. You might drive people away, but polarizing content creates stronger fans and more for people to talk about. Keep images, colors, and graphics unified.
Knowing what your product or service does it one thing, but what does it accomplish for the buyer? If your product is a watch, you’re not selling the ability to read the time— you‘re selling productivity, punctuality, time management, and style.
Being social online can help a brand thrive, make connections, and remind people what you stand for. Having approachable language, starting discussions, and asking your audience questions enhances online interaction and increases online reach. Starting conversations online lets people interact with your brand and enhances the brand’s professional appearance.
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“I’d like to be remembered as a copywriter who had some big ideas. That’s what the advertising business is all about. Big ideas.”
- David Ogilvy