Social Media Marketing as a Brand Positioning Tool.
We know that social media marketing is an indispensable tool for users to recognize us as a service provider that exists, stays active, and seeks to build a connection with them beyond simple buying and selling.
Having a presence in digital media has become a necessity for every brand. Carrying out a strategy that effectively promotes products or services is not only a way to generate wider reach, but also a way to ensure the brand is perceived in the ideal manner it is working to build for itself.
Branding is not how we perceive ourselves or what we say we are, but rather how others see us and remember us.
Talking about brand positioning goes far beyond a logo and the elements we use every day in our work environment. It also includes the attention we provide, the way we communicate, what we say, and how we say it, not only verbally, but also graphically and conceptually.
Unifying all these elements with the support of tools such as ideal graphic design, distinctive message writing, customer response guidelines, and communication strategies planned and organized to deliver those messages efficiently is key to reaching new consumers who form the best first impression of our product, service, and brand. We call this “Effective Social Media Marketing.”
If we add the delivery technique, which is constantly refined when designing ads and segmenting specific audiences or market niches on each social network, we get an example we often share with our clients:
“Imagine that we are standing in the middle of a plaza full of people with 100 printed advertising flyers to hand out. Those flyers have cost us money, time, and effort to distribute. Of course, what we want is for every flyer to achieve its goal: gaining a new customer.
However, after handing out all our flyers, we realize that 90 of them are in the trash or lying on the ground, and that our investment of time has not delivered the expected results.
Now imagine the same scene at the start: we are in a plaza with the same 100 flyers ready to be distributed, but now we see the whole picture in black and white. Suddenly, we see one person highlighted in color, then another, and another. Each of them is a potential consumer looking for a provider whose product or service matches ours. We approach that person and hand them the flyer in which we already invested strong design and excellent copy, all aligned with a unified promotional concept. Then the client becomes interested in learning who we are and what we offer.
We may distribute the rest of the flyers over more working days, but they all reach people we have identified as potential buyers of our product or service.”
That is the power of social media for brands: achieving efficiency, optimizing resource investment, and creating interest and connection with people who have something in common with what we offer. In the end, buying and selling becomes the consequence of all those efforts, that strategy, and the invested resources.
Here are three recommendations on how you can start or relaunch your brand on social media.
- First, think about what makes you unique. Talk about it. Why is your service different from others?
- Create relevant content. Social media gives us the opportunity to reach billions of users; rely on a strong design team, an excellent copywriter, and a strategist who stays up to date to take your brand to new audiences.
- Invest in social media. Allocate your resources to the channel where your audience is concentrated and bring this strategy, together with all your previous efforts, to new users through paid ads. It does not matter if you start with the minimum investment amount; what matters is getting started.
If you need support to develop your strategy, at Raynnier Gallegos Brand Studio we are here to help you from the very beginning, from building a brand concept to developing an efficient social media marketing strategy.
