Using Social Media for Brand Awareness

Cost-effective and powerful, social media is changing the way companies network. That’s because many businesses today are finding that connections made on sites like Facebook, Twitter and blogs are allowing them to better communicate with customers, more effectively draw in new leads and, over all else according to a July 2010 survey, increase customer awareness of their brand.

How does this work? How can you leverage the power of social networks to expand your brand’s influence and reach? Check out these five practical ideas!

  • Know Your Brand. Before you can promote your brand, you need to have a solid understanding of what it is. Ask yourself what distinguishes you company from others, what you offer that no one else does, what makes you valuable. Then, find a way to promote those benefits across all your marketing materials, from your logo to your website to your Twitter profile, in order to communicate a strong sense of your brand.
  • Establish a Solid, Branded Web Presence. Your website is your single most important online branding tool, the place where all your other marketing tools will direct. With a strong Web presence, your company has a resource that means better search rankings for increased traffic, increased leads and higher conversion rates.
  • Go Where Your Audience Is. A big part of being able to effectively reach your audience is understanding who they are. Is your audience active on Pinterest? Instagram? Facebook? Go where they are and join their conversations in order to expose them to your brand—and to enhance your scope of influence, offer something that meets their needs, whether tips, answers or links to helpful resources.
  • Connect with Online Influencers. Identify the people in your industry who are most influential and work to build relationships with them. Follow them on Twitter, respond to their posts on blogs and Facebook, email them when you have something valuable to say. By connecting with these influencers, you help expand your company’s reach.
  • Keep at It. A strong social media presence isn’t built overnight—in order to develop a loyal following, you have to earn it. Be consistent about posting on your social profiles so that users come to trust and respect your contributions; if you don’t, you run the risk of harming your reputation rather than helping it. If you can’t keep up with a profile, it’s better not to start it.

What do you think—could social media be a game changer for your brand? Take advantage of these tips to watch your presence expand!


Shanna Mallon is a writer for Straight North, a leader among Chicago marketing firms. She writes for clients in various B2B industries, from merchant processing solutions to Kevlar welding gloves. Check out the Straight North blog! @straightnorth



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