Building brand awareness online requires a great deal of time and effort on your part. Not only do you have to remain active on these platforms every day, but you also have to put thought into how you are projecting your brand message.
There’s no other way around it—social media marketing takes time. From finding your target audience online to each and every post, comment, and conversation you have on social media, your social media activities play an active role in how your brand message comes across to others. When you tally up all your efforts in building brand awareness, it’s apparent that the time you invest in social media takes up a great bit of your workweek.
Wouldn’t it be a shame if all that hard work and dedication were for nothing? You might be asking, “How could it possibly be for nothing if I’m so focused on building brand awareness where my target audience is active? Furthermore, how could it be for nothing if I spend a great deal of time on social media each day?” Well that’s just the thing: you’re getting caught up in all your efforts to build brand awareness, and you forget that social media isn’t about you at all. It’s about the consumers and their interests and needs; if you can’t wrap your mind around that concept, then you shouldn’t be on social media.
Now, you might be asking, “Well, isn’t it better to be present on social media than not at all, even if I’m not 100% sure how it all works?” The answer is no. If you can’t understand how social media works, then all you’re doing is talking about yourself with no obvious care for the consumer—or at least that’s what the consumer sees.
In order to ensure that your tiring efforts aren’t wasted on social media, it’s essential to understand where you should be present online and when. The opportunities that come to you aren’t always obvious. This is why you need to be extremely aware of the conversations occurring and actively listen to them. If you’re just talking about yourself the whole time, how is it even possible to listen?
Here are some types of opportunities you don’t want to miss if you want to better manage your relationships with customers on social media:
Opportunity 1: Discussions about your brand. Whether consumers are speaking negatively or positively about your brand, you must be present in these conversations at all times. If you’re not, you can’t provide any type of feedback from your company’s perspective.
If there is a negative conversation occurring about your brand, you should be there to address concerns, offer solutions, and acknowledge any poor judgment or business activity on your part. This not only reassures consumers and illustrates that you care about your customers and how they feel, but it also increases your chances of doing business with these unhappy clients again.
If there is a positive conversation occurring about your brand, this is the perfect opportunity to bring even more positive awareness to your brand. When you can interact with happy customers on a personal level, they feel reassured in their opinions about your company and are much more likely to talk about your brand with others and continue purchasing from you.
One of our favorite online tools to see where people are discussing the Sumèr brand on the web is Collecta. Just enter your company name into the Collecta search box, and watch as tweets, blog posts, articles, blog comments, and other social media posts appear with your search term.
Opportunity 2: Discussions about your industry. Take an active role in shaping the way consumers view your industry by participating in industry discussions. This not only illustrates your expertise, but it also builds brand awareness and helps customers to associate a brand with a voice and personality.
Searching for discussions related to your industry can also help you to hear what consumers want from this industry and learn more about how they are currently being sold to. You can then address these wants and needs by building meaningful conversation, asking questions, and providing answers to unanswered inquiries.
One of our favorite tools for pulling up information related to our industry is TweetDeck. Just search for a hash tag related to your industry, and listen to what’s being said.
Opportunity 3: Competition observations. Try to be present where your competition is on social media. This allows you to mark your territory—so to speak—in your industry and show consumers that there are other industry professionals that might be serving customers better than the competition. If your competition seems to be getting a lot more attention on social media than you are, consider observing their interactions and conversations with other social media users. What are they doing that you’re not doing to build customer relationships and enhance customer experiences? What could you be doing differently than them to attract clients?
Also, take advantage of opportunities where your competition is not present. This is an easy way to gain exposure for your company without having to compete with other industry professionals. And, it shows you are interested in the conversations occurring with your target audience—which they will appreciate.
Have a question about using social media properly? Ask us in our comments section. We’d love to help you out.
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