Social media – how to effectively promote a brand? Ways and good practices

#1 Use and testing of possible advertising formats and options

Social networks offer a wide range of advertising opportunities, and accurate targeting allows you to reach even small target groups with your offer. In addition to standard publication formats, such as photo, video or status, you can opt for specific hybrids. An example is a carousel post that brings together several photos, the Canvas format dedicated to mobile devices, or Lead Ads, which is becoming more and more popular in e-commerce and B2B. Platforms such as Facebook and Instagram constantly improve the interface of the advertising panel and introduce new possibilities worth testing and careful analysis for social media content.

In addition, attracting the attention of a potentially interested user is cost-effective – such campaigns often turn out to be cheaper than buying airtime on TV or radio advertising, from which it is difficult to measure the amount of conversion.

#2 Appropriate definition of target groups

I have already mentioned how precise setting specific target groups for social media campaigns can be. Their proper definition should take place in two ways – outside the advertising system of the platform and after verifying the targeting possibilities offered by this platform. It is worth choosing a few or even a dozen target groups – this increases the probability of finding the perfect recipients, and also helps in thorough data analysis and the elimination of those users who do not convert in the desired way.

#3 Thoughtful communication and interaction

In the case of activities in social media, an important role is played by coherent and interactive content, referring not only to the micro- but also macro-environment of the brand. It is worth taking care of the quality and regularity of published content and preparing a strategy and schedule on which the presented activities will be based. Good communication, supported by a properly configured media campaign, may result in an increase in reach, commitment, brand recognition and, consequently, sales.

#4 Preparation of special offers

Social media users like to be pampered and in a way tickled with special offers that are dedicated only to them. This trend can be seen in many industries where brands offer limited purchase options only for followers on social media. It can be a regular rebate code or an additional value in exchange for entering a password that is shared on social media.

It’s also a great way to measure your conversion quickly, as you can get preliminary results and make your first analyzes within moments.

However, it is worth paying special attention to the rules and regulations of the platforms, as well as rethink the concept of the game so that it actually reaches the current and potential recipients / customers of the brand, and not only the so-called bounty hunters.

#5 Store tab

Facebook has been trying to stir the world of e-commerce for a long time, repeatedly introducing new functions and amenities that would make starting a business on this platform faster, more effective and more effective. One of such options is the “Store” to which you can add and mark your services or products, with reference to the store page where you can complete the transaction. If you sell retail or your product is … a service, it is worth checking this option and perhaps resigning from external tools or applications.

#6 The use of influencers

An important part of social media is also the influential blogosphere, which, thanks to its huge reach, developed and generated by its activities, has considerable communication and commercial potential. Through successful and, above all, thoughtful cooperation with an influencer who, in addition to his blog, also has extensive social profiles, a brand can strengthen its recognition, open up to new target groups (or new members of current groups) and increase sales of products promoted by Influencer. The possibilities of using the blogosphere can be truly non-standard – more and more often brands decide to take a step further than placing a sponsored post, and the influence of bloggers and social media opportunities are combined in one campaign.

#7 Chatbots

This is a relatively new solution in the world of social media and requires the use of external tools. Thanks to chatbots, i.e. virtual assistant modules, you can automate and facilitate the customer service process or clearly influence sales by offering personalized values ​​and products. The appropriate chatbot configuration is not the most difficult task, and for this purpose you can use free interfaces available. The use of chatbots allows you to provide an answer to the client’s question in a few minutes and thus develop the relationship with him.

The use of social media for business is not limited only to these seven activities. It should be remembered that, depending on the specificity and character of the brand, other actions may also prove useful or necessary.

#8 Use of different platforms

It is never too late to test and implement interesting news or changes. Even if the results obtained from your presence on social media seem correct to you, it is worth looking around for new options. Do not be afraid of testing and modifying actions. The market is constantly changing and the channels used by your target group are also changing. It is worth considering using new, less popular platforms that have not yet been discovered or fully exploited by your competitors.

Over to you

How to promote a brand on social media, then? It is worth bearing in mind the abovementioned points, and also remember that social media users are very demanding. They want interesting content, attractive offers and easy access to customer service. In order to meet these expectations, it is necessary to constantly develop and improve one’s actions on social media.