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Lesson 8: Surviving the market competition through a vibrant social media presence.

HomeBranding 360 seriesLesson 8: Surviving the market competition through a vibrant social media presence.
Lesson 8: Surviving the market competition through a vibrant social media presence.

Before we start, is your business on social media? Yes!! No!!

For those on social media, why are you there in the first place? To advertise your business with less cost. However, if your answer is resounding “Uhh…” or “Everyone else is on it”, you might have a problem.

You need to adapt some factors to make this work out. The concept of SMART goals has been around for decades, but they are so important to your social media presence today.

  1. Pick the platform(s) that work best for you and your brand. There are many social platforms to choose from these days: Facebook, Instagram, Twitter, Snapchat, YouTube, and Tumblr are just some of the mediums in a growing list of viable social networking sites. The good news is, you don’t need to be on all of them! There’s nothing worse than Googling a business and finding an old, abandoned Twitter account sitting among half-baked hashtags and a default profile picture. Choose one or two platforms, and start there. Do some research, and pick the ones where your target audience is present. For example, you cannot be selling electronics or fashion products and expect to make sales on twitter.
  2. Crafting your profiles

Your social media profiles should never be an after-thought. They’re extremely powerful opportunities to strengthen your brand and communicate who you are, so it’s essential that you give your profiles the best attention they deserve.

Choose a profile and cover image that’s consistent with your brand. Depending on the nature of your business, either a logo or a professional image of the business-owner works well. Low-quality images are a no-no, so make sure to use high-resolution images if you have them, or produce them if you don’t.

Add your logo to all images throughout your social media and when you add any copy, consistently use the same font in line with your style guide.

Make sure you add a ‘contact now’ button to Facebook and Instagram so people can call you as an easy next step to their browsing.

  1. Share with your audience

On the Internet, it’s easy to buy fake followers. Don’t do this. Not only is it inauthentic, it’s also completely unnecessary: if you produce engaging content that your market enjoys, your followers will grow organically and you’ll also get engagement too.

One easy way to do this is to attach a blog to your website, and write helpful articles related to your niche – you can hire writers to help you with this job, or invite guest posts from influencers. This will then be shared to your social media handles.

Before your page grows, you need a small initial following. Start by:

  • Sharing your page with people you know, or people in your company
  • Share it with existing customers by email
  • If you’re on Facebook, join relevant Facebook groups, and share page content there
  • On sites with tags (like Twitter and Instagram), adding useful tags will help you get discovered

Once you’ve made a start, your followers will grow organically and you’ll know that people are there because they will be genuinely interested in you and your content.

  1. You need to Post consistently

Imagine your last post was 40 weeks ago and your customers – pro-tip: the people with money to give you – have no idea if you’re even still in business

Until you’ve built up a loyal following, you need to post regularly and consistently. This might be once a week, or it might be once or more per day. How often you post depends on the nature of your business and your market, but the key is consistency.

Unless you have a dedicated social media manager, uploading content on the fly will never work. You’re a busy person and social media will always get pushed to the bottom of the pile. Spend some time scheduling content to make sure your reach is constant, and your followers know what they can expect from you.

  1. Offer incentives for sharing your posts

All humans have a ‘what’s in it for me’ attitude, so once your immediate friends and family have liked and shared your page, it’s helpful to devise incentive-based offers to create a traffic boon.

Offer goods to your audience and potential audience such as discount vouchers, a free product, or entry into a competition for sharing a post which will extend your reach.

  1. Respond to engagement

Your pages should be a welcoming environment where people can hang out, express their opinions, and feel included, so always acknowledge people who respond to your content.

Tag people in comments, and like/reply to reviews and posts on your page; yes, even the negative ones!

This is your opportunity to create strong relationships with your market and put yourself at the forefront of their minds. As your followers witness this engagement, they’re more likely to pop over and follow you too, further building your audience.

  1. Use analytics

Most platforms now provide free analytics which you should take advantage of. Posting the wrong content at the wrong time for the wrong audience will bring you to a roadblock in terms of growth. Useful metrics to pay attention to include

  • Number of reactions/shares/comments on a post
  • Days of the week, and times of day that your users are most active
  • How many clicks a link received
  • Demographics of your audience: age, sex, location, interests

If you are able to monitor these indicators very well you will know the best time to make a post to receive the maximum response or reaction.


Each social network is different, but to get an immediate boost in your social traffic, there are some steadfast rules to follow for all your social channels. Remember that your content says everything about your brand, so make sure your blog posts, case studies or infographics go above and beyond to make the social sharing aspect greater.

  1. Inspire Your Audience With Visuals

People want visual content to help make sure their purchasing decisions are valid. When customers are able to view a product video or demo, they are 85% more likely to make a buying decision right there when compared to reading a text review.

  1. Master Instagram

On social media, you have to use visuals to drive traffic to your website. One of the best avenues for visuals continues to be Instagram. With more than 80 million photos and videos shared each day, there’s a lot of competition.

But when you’re able to create beautiful and engaging content on Instagram, businesses see a difference. According to data from Instagram, brands see the highest level of engagement (4.21%) on Instagram when compared to other social networks.

Nearly three-fourths of Instagram comments are made within two days of the post, which shows its high impact on brand’s Instagram strategies.

  1. Provide awesome visuals that not only stand out, but speak volumes about you, your product and your story. The best visuals on social media tend to include:
  • Vibrant colors and well-designed layouts
  • High-level photography
  • Visuals telling stories
  • Visuals showing products or services in a new light
  • Consistently on point and well-planned
  1. You must also be very good at using the hashtags # on twitter and Instagram because that is the only way people with similar interest will find and follow you
  2. Make Your Content Easily Shareable

Every marketer or business owner by now should know the importance of being mobile friendly. Data from ComScore showed, 65% of time spent on social media was through a mobile device. Almost 40% of news content was read on a mobile device compared to a desktop.

Living in a mobile age means your content has to be easy to read, but more importantly, simple to share. Share buttons on mobile devices are critical to driving social media traffic.  The harder it is for your audience to share your content, the less likely they will.

If you have a website you need to integrate your social media accounts into it. You also need to Use Social Media Plugins & Buttons to allow readers easily share your content

There are various plugins that can help you spread your content via social media much easier. One of the avenues is using click to Tweet, which allows readers to highlight parts of your content to share on social without leaving the page.

  1. Know When Your Audience Is Listening

The key to building follower count is all within consistency. The more consistent you are with your social media publishing, the higher chance you have at being seen. Once you start to see a spike in social media traffic, you shouldn’t slow down on your posting.

Keeping a daily publishing schedule is crucial to effective social media traffic building. Make sure you know roughly how much to post to each site and at what times.

Below is some insights on how much to post:

  • Post on Facebook 3-10 times a week
  • Tweet at least five times a day
  • Instagram around 1.5 times a day
  • Post on LinkedIn 2-5 times a week
  • Post on Google+ 3-10 times a week
  1. Use a Social Media Calendar

To make sure you’re up to speed on every channel, try to fill up your social media calendar as much as possible. Once you build a full schedule, you’ll have a clear overview of your publishing habits, schedule and tactics.

Some of the popular social media calendars include:

Buzzsumo, Feebly, SproutSocial. etc

  1. Research Your Competitors

Finding out how well your competitors are doing is a tried and true marketing strategy. The same notion should be in place for your social strategy.

Try to get as much insights from your competitors first. This give you a better idea what it takes to build an audience on social. You never want to directly copy your competitors, but the analysis can shape your own strategy.

Try to figure out things such as:

  • Successful post times and days
  • Most engaging social channels
  • How often they respond to their comments
  • Types of content published (images, videos, quotes, etc.)

You can completely surprise yourself with what a little bit of digging will tell you about your industry.

Engagement is absolutely essential to social media. With competitive analysis, you have to know how your rivals successfully engage with their followers. Try to know what type of content is driving the most comments, clicks, impressions and shares. This can give you a better idea into your own social media content planning.

Let’s partner with you today.


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