Social media has become a front line for the modern-day brand wars. Beyond its PR value, social media has also reinvented itself as a tool for organisations to build their credibility online. In fact companies that do not have social media presence make customers doubtful of its business.

A Harris Poll initiated by Hootsuite found out that 77% of adults in the UK have a social account and about 1 in 3 would prefer to engage a company over social media than visit their physical location. This proves the idea that brands investing in their social outlets are positively impacting their bottom line.

77% of adults in the UK have a social account and about 1 in 3 would prefer to engage a company over social media than visit their physical location.

Sounds interesting, right? There’s more.

Social media has also strengthened its role as a means for business owners to get the pulse of their market. Engagement on social media has taught countless successful companies how to excel in their businesses. People talking about their preferred brands over social gives opportunities for online marketers to refine and sharpen their messaging and even call-to-action messages.

So how do you build a compelling brand on social media? How do you make your brand stand out?

Identify your target audience

In marketing knowing your products and services is only half the story. You also need to know WHO would be willing to pay for what your business has to offer.

Give your prospective customers reasons to embrace you in social media – tight.

Have a quick browse of leading social media platforms and take a look how you fit into the social scene. Research your targeted demographics and understand your market’s behavior over social. What kind of content are they sharing the most? What are the things they love to talk about?

Customer understanding can give you valuable inputs HOW you want to be perceived on social. Give your prospective customers reasons to embrace you in social media – tight.

Zero in on your voice for social

Successful companies see to it that they have a unique voice on social media. This does not only make them stand out, this also help their customers get comfortable with their brand, enhancing rapport and loyalty overtime.

For many businesses humour plays a vital role in their “voice”. For some it is more about sounding professional while some dare to adopt a cynical voice to target a niche market.

Whatever voice you choose to go for, stick with it in your posts, even how you answer messages. This kind of consistency can make your audience feel right at home.

People are in social media to be entertained, not to buy things – at least not right away.

Content is king

Admit it, the last thing you want to see in your social media feed is a sales pitch, right? So how can it be any different with your target audience? This is why content is still king in attracting your market to your brand on social media.

People are in social media to be entertained, not to buy things – at least not right away. It is important for you to discover what kind of “entertainment” your audience is interested in and how you can play into that to seamlessly introduce your products or services.

Have some fun

Surprise your audience with some funny content, or get out of your way to provide something different. The last thing you want to do is follow what others are doing. It helps your brand when you decide to add colour and life to your customers’ feed.

It helps your brand when you decide to add color and life to your customers’ feed.

Strive for relevance

Being relevant is as important as your social media presence. It does not serve you well when you are always last to catch up with what is working on social. Research often, be on the lookout for new, emerging platforms and make sure you are the first one there.

Maximising video content, exploring Facebook live, and seizing the advantages of Instagram advertising are some of the ways you can stay relevant in social media today.