Three efficient ways to enhance your brand through social media
Dec 10, 2019
10 min read
With the increasing popularity of social media in the past years, it has become an integral part of the brand identity in the market. No brand can take the risk of not including social media in their marketing plan. Driving awareness and engaging with the audience is not only a primary function anymore. In addition to this, social media now also be considered to build trust and long-lasting loyalty in the audience.
Social media has always been a playground for B2C companies. However, it doesn’t mean that B2B companies can’t leverage the power of social media to become the brand. Some of the B2B firms have already hit the gold through social media.
Optimizing social media, according to your brand values, can make a positive impact on your brand development. Being on the B2B network like LinkedIn is not enough to enhance your brand value. Engaging with the audience in the right way is also necessary for your brand reputation, as one wrong step can do drop your brand to zero as well.
The main question arises on how B2B companies can enhance their brand value through social media. Here are three efficient ways in which to enhance your brand through social media.
Create an Online Brand Persona
Source: freepik
In layman words, the brand persona is a collection of personality traits, attitudes, and values that your brand showcase in the market to connect with the right audience.
According to usability.gov, “The purpose of personas is to create reliable and realistic representations of your key audience segments for reference. These representations should be based on qualitative and quantitative user research and web analytics.”
A brand persona helps to establish trust within the audience plus helps in maintaining loyalty among your customers. For a small business, the easiest way to create the brand persona it to envision the type of audience that will be interested in your product or services and then creating a marketing message that will attract the right audience towards your brand.
With an authentic persona, one can develop trust in its audience and help to maintain loyalty as well if you are perplexed about how to create one. Not to worry, with some of the few steps, you can create an authentic brand persona.
- Build a personality image.
- Create an overview of your brand
- List the traits you want to highlight
- Pick out the features from the above list that can speak for your brand
- Describe how your brand will speak in public. Make sure to put an example of a script with it.
- Describe your engaging tongue, which will help you to figure out how you engage with others.
- Find out a style guide of fonts and colors that will go with your brand.
If your thinking we are good without buyers persona. Then you are directing your brand without any focus. This can be harmful to your image in the market, and persona creates a connection between your brand and your target audience. If you don’t create a persona initially, then on the later stage, some out of the box personality will come, and you can’t figure out what to do with it. That will not convey the right impression of your brand.
Have a crisis management plan
Source: freepik
A crisis can occur both online and offline, but one thing is sure that any of the crises will follow the social media route nowadays, as research shows that 80% of customers engage with brands through social media.
These crises can include unhappy customers that post nasty comments on social media, delivery problems, or it can be any marketing flaw. While some of these issues can be resolved quickly, and some of them can take a shadow of crisis if the right action is not followed. This is where a crisis management plan comes into play that helps to sort out the issues at the earlier stage.
Social Media Crisis Management Plan
To manage the crisis over social media can be a bit of tricky task at first. But properly managing them can be essential for your team’s success. If your stuck in between or don’t know from where to start, we have a list of components that should be included in your crisis management plan.
Identify the source
Not every online problem or turmoil has an online origin. It can be some of the news in the media that took the face on social media. It is always beneficial to be sure about the source of the problem, which can help you to take a right step through a proper channel.
If a problem occurs offline, take a look at your social media accounts and try to find is there any response related to the issue. If there isn’t one, you can expect them soon.
If the people are posting already on your timeline, look for the damage that has been made so far and try to find out trends in the posts. Before taking any action, evaluate the situation that will ensure you’re making a long term crisis plan.
Categories the issue as problems or crisis
Next step in handling the social media crisis to analyze the severity of the problem. You may think the problem or crisis is the same thing. However, there is a line of difference between them. A problem is a minor customer service issue that can be solved with your standard customer service tactics. On the other hand, the crisis affects a large group of people and requires an appropriate response from your side.
It is important not to consider a problem as a crisis as this can pull negative attention towards your brand. Social media is a public forum, and users watch the company every time they engage. If you are not sure about the seriousness of the issue, it is always good to start with your regular customer service tactics.
Use internal flowchart
Not every problem has the same level of acuteness. So why every problem should have the same respondent? More acute the issue is, more seniors should be respondents. Creating a flowchart should help you with who will contact the issue based on severity.
Source: convince&convert
It would be best if you did not stick to this flowchart only as it is vital to know that every problem requires a different solution. It is good to take a semantic approach, but some critical solution requires out of the box solution as well.
Connect with media
Source: freepik
Connecting to prospective buyers and customers is an obvious step when marketing through social media. But you don’t have to stop there. Social media offers you more than that. In other words, to increase your brand presence, you can also connect with social media influencers, bloggers, journalists, and other active people who are making content in your niche. By using social media, reaching out to the right audience with the right media will build a strong relationship with your audience, and you’ll be able to tap into the right market.
Instagram: An encouraging social medium to strengthen your business
Do you find yourself technically adequate? Technology, well, it has emerged with the passing years, and everything has become virtually available with emerging technologies. Social media has immensely impacted a troublesome manner in conventional media and how we speak with others every day. Be that as it may, have you considered the impact of innovation via web-based networking media? With each new rising innovation – everything from cell phones to augmented reality – we see a change of internet-based life itself. There are various applications on social media platforms like Facebook, Snapchat, WhatsApp, Instagram, LinkedIn, and many others ruling over the minds of the generation. Social media is aiding as provenance for uplifting self-assurance in the youngsters. It causes them to feel better and great about themselves. The number of likes, shares, and remarks of acceptance they get ameliorate their quality to like themselves. Amongst all the other applications, New Instagram has potentially become a unique platform for social engagements, sharing posts, and videos. Studies have demonstrated that 46% of youth use social media; for example, Instagram authorizes them to talk about critical issues. This is one of the constructive outcomes social media has on juvenility. Instagram started advancement in San Francisco as Burbn, a portable registration application made by Kevin Systrom and Mike Krieger. Realizing that Burbn was excessively like Foursquare, Systrom and Krieger pulled their use on photograph sharing, which had become a mainstream highlight among Burbn users. They renamed the application Instagram, an amalgamation of instant camera and telegram. This began as an application that could only allow content framed in a square (1:1) aspect ratio. With the passing times, this application's design, the user interface was updated to make it more facile and restrained, however, with more screen space for every photograph and to take after the format of Instagram's versatile website. Furthermore, one column of pictures just has three rather than five photos to coordinate the portable design. Additionally, with the help of technology, the slideshow banner on the head of profile pages, which simultaneously slide-indicated seven picture tiles of pictures posted by the client, substituted at various occasions in an irregular request, has been removed. Likewise, the aforementioned sharp-cornered profile pictures got roundabout. Now how did Instagram manage to fetch the user's engagement? You ask. To state, Instagram made off like an effort would be underestimating. People downloaded the new application quicker than Instagram brings down a photograph of a miniature. Instagram enunciated 10 million enrolled users on the completion of 1 year. Who cares about a picture of an egg? Do you know that "An Egg" was the most liked picture on Instagram? Yes, you read that, right? According to the Instagram Wiki, In Jan. 2019, the account @world_record_egg toppled Kylie Jenner to become the most-liked Instagram post of all time. As of now, the egg has more than 50 million likes. This application has not only helped a novice create an add-on in their social lives but has also succored to various struggling companies with their technology-driven strategy to build their brands. From a business perspective, it is a substantial opportunity to show what the organization brings to the table. Consider it as an open door for your clients to window shop for all purposes and intents. "The better the picture, the higher the interest." In case you believe that you don't understand the marketing strategy of the new Instagram, you are not deserted. Ostensibly, this application appears as a platform for photographs and other social snapshots. Though, Instagram is an outright bonanza for businesses, whether it is small-size, mid-size. From social offering to network building, there's a root cause behind why Instagram is thriving right now among organizations and customers. --> Below we have segregated an Instagram branding strategy guide that will assist you in commencing on this social platform and be aware of the proven methodology for expansion: Characterizing your Instagram marketing objectives and motive on the social platform This may appear to be an easy decision; however, you need to be able to answer why you need to be on Instagram precisely. Is it accurate to say that you are keen on creating leads? Are you building a network? Brand cognizance? Defining social media objectives isn't easy. These objectives will decide everything from your content strategy to how much time you spend on the platform. --> Enhancing your Instagram profile for keeping connections engrossed It is better to optimize and evaluate things beforehand than worrying about the same at a later stage. New Instagram allows you to call attention to your business profile's information about the industry, contact details, and location as a part of your Instagram Bio. Convert your account in a business profile- For beginners, please ensure to switch your account to an Instagram business profile. Determine your brand creatives - It is essential to decide your brand creatives as they play a significant role in building your Instagram strategy. Create an enthralling Instagram Bio - This is your brand's core introduction with clients and possible adherents. It refers to a chance to feature what your brand is about and urge followers to move. As a part of your Instagram methodology, ensure that your profile incorporates the accompanying- Hashtag(s) associated with your business Some lines like ("look at the link underneath," "tag your photographs") A detectable connect to screen the conduct of your Instagram traffic --> Also read: How To Stand Out From The Noise On Instagram Craft content that your customers will love Because the customer's choices are quite unprecedented, one has to gauge the customer's interest and create the content accordingly. Here we've featured some particular Instagram advertising tips that grandstand the kinds of content dependent on best practices. Images with the help of Instagram's filters and styling option People-oriented pictures Videos Instagram Stories Make use of noticeable design for your business account It is significant for your followers to recognize your business's purpose when they visit your Instagram profile. Choosing an ideal logo will help people to be aware of your brand at the earliest. We recommend you try to keep experimenting with your techniques to enhance as per the modern world's preferences to avoid monotony. Make an effort to grow your followers and their engagements with the help of below strategies:- Repost your content on other social networking sites Influencing Hashtags (Brand-specific) Incorporate faces in your posts Boost your Instagram page for prolonged engagement Staying connected with your followers is the key to promote your business efficiently. Subsequently, you have to put your Instagram upfront over your other advertising channels. To enhance your Instagram marketing, you must expand your following on a balanced and constant basis. The more individuals who interact with your brand and follow you on Instagram, the bigger your crowd is that you can arrive at each time you post. Furthermore, Instagram began to turn out business profiles, which intensely reflects Facebook's business profiles, total with a gigantic "contact'' prompt response, permitting clients to email, call, or text the business. Staying connected with your followers in a significant manner is quite trending nowadays if somebody sets aside the effort to leave a remark on one of your posts, take two seconds to answer and say thanks to them. That primary commitment can make a faithful client for a prolonged period. Become acquainted with your followers and try to fulfill their expectations maintaining trends. Building a natural reach on Instagram isn't something you can do expedite, yet with the correct outlook, you will accomplish. ...
read more
Critical Gaps in eCommerce Marketplace Optimization That Is Hurting Your Sales
Even though online marketplaces play an important role in connecting brands with consumers, they are very intricate, oversaturated, and ever-changing. Demand from customers, levels of competition, and general market trends are always shifting, and these shifts frequently occur independently of one another. Thus, it's important to understand these gaps to avoid mistakes and survive in this highly competitive landscape. Source: Freepik Modern optimization platforms and technological solutions are designed to do the same thing: implement rapid adjustments across pricing, advertising, and inventory in order to achieve a certain objective. However, doing so is not as easy as it looks, especially when you don't have proper knowledge of it. Find out how companies and retailers can improve their strategy to see the whole picture and make more informed choices. A Comprehension of the Connected Metrics of Online Marketplaces Of course, data is crucial to any online store's success, including keeping track of it, figuring out what it means, and putting it to use. But brands and retailers need to look at the right data and take action based on it. If you want to expand your business as much as possible, you need to know everything that can affect your sales and profits, from the price of products to the rate of customer returns. Most people consider the return on ad spend (RoAS) and click-through rate as important advertising indicators for their business. But what do these indicators reveal about the health of their business, the success of their products, and their bottom line outside the scope of the campaign's objectives and results? Many metrics need to be considered; however, in the current market, tools, data, and business decisions are constrained by the metrics they measure and work against. Therefore, it is crucial to understand the linked nature of all aspects of business performance in order to utilize technology and insights more effectively. Problems Built Into the System It's not so simple to comprehend genuine performance and make the proper decisions when businesses need to track and evaluate data from various unrelated disciplines and sources. For instance, at Saffron Edge, we help our clients get a bird's-eye view by categorizing their SKU-level data: Statistical information gathered from actual operations (profit, sales, margins) The Data on Prices ( buy box price, listed price, buy box share) Stats on traffic (sessions, conversions) Information on advertising (including costs, revenues, and metrics like Ad Cost of Sales and Return on Ad Spending) Discovery metrics (search queries, share of voice, impression share) Inventory data (inventory velocity, available inventory, days in stock) Stats on successful deliveries (referral fees, FBA fees, shipping costs) The breakdown of these data points illustrates the difficulty of the situation: advertising info is not available on the SKU level, traffic data is only available in business reports, and data on inventory and orders is frequently out of sync with one another. Organizations can only assess their operations thoroughly, find areas for improvement, and maximize their potential if they have a complete picture of everything that goes on in their company. The Conceptual Limits of E-Marketplace Optimization Although improvement is possible with the current toolsets, they only provide a partial picture, primarily addressing just two areas: pricing and promotion. Because of the mismatch between these features and the KPIs that matter, companies struggle to thrive. Whether they are a buy box rival or a brand/private label, all sellers who employ price optimization technologies have the same overarching goal: to boost sales. While price optimization can help determine what price would generate the most sales, it cannot improve a product's visibility in search results or attract more buyers to the listing. Even if their conversion rate is rather good, their sales won't increase much if they aren't attracting enough people to their offerings. On the other hand, when it comes to advertising optimization for brands and sellers, the focus is often on efficiently directing visitors to product pages. To do this, we must first determine which keywords and goods have the greatest potential and then optimize our bidding to maximize our returns. However, current solutions do not permit advertisers to optimize their conversion rates for the traffic they generate. Brands and retailers need pricing technologies to accomplish this. Imagine these optimizations as a series of cogwheels all turning at once to provide power to their enterprise. Thus, they must consider not only RoAS or ACoS but also the price and margin of their goods. The Importance of a Holistic Optimisation Strategy for Online Market Businesses If you want to succeed in the e-marketplace, you need to think about more than just your own company's requirements; you also need to map and scan the landscape of your competitors to gain a complete view of the market and pinpoint your consumer base. Brands and sellers should assess their positioning and performance relative to the competition as part of adopting a comprehensive marketplace optimization strategy and knowing the health of their business from end to end. Since e-marketplaces level the playing field for brands and merchants of all sizes, a product's competitive area can include established brands and retailers from more traditional sales channels, up-and-coming brands, private label sellers, and resellers. When you look at the whole inventory, there are many more competitors. Undoubtedly, gauging the extent to which key competitors are maximizing their presence is crucially important, yet doing so calls for collecting copious amounts of data from all market pull factors. As brands and sellers battle to differentiate and dominate the digital shelf, it is important to understand how they optimize pricing positioning and assortment, boost social proof via ratings and reviews, use keyword tactics, design their brand store and landing experiences, and raise their share of voice. Indeed, the speed and sophistication of online marketplaces will only increase. If you want to stay competitive, you need a flexible and cohesive approach that can quickly adapt to changes in the market by utilizing a comprehensive collection of tools, data, and optimization skills. Brands and sellers can only realize their full potential when they take a 360-degree view of their business rather than being limited to either ACoS or RoAS when setting and achieving their goals. There Are Three Essential Methods for Increasing Conversions Creating remarkable instances of online purchasing requires careful attention to a wide variety of details. Three factors must be implemented to improve eCommerce conversion rates and obtain exceptional SEO: Product Discovery, an enterprise content management system, and content development. Here are their most up-to-date ideas for how to optimize your online store for maximum profit: Employ Cutting-edge SEO Tactics to Boost Traffic and Sales To keep your items and services at the top of search engine results pages, you'll need to employ cutting-edge SEO strategies. When a business offers satisfying user experiences on its website or app, the time and money spent on SEO are well worth it. Enhancing and customizing the customer experience is one key benefit of upgrading from a bare-bones e-commerce platform to a sophisticated content management system. Adding a Content Management System to Your e-commerce Platform Has Been Shown to Increase Sales. Several brands and online marketplaces compete for consumers' attention, so a successful eCommerce platform of the future will need to have both interesting and helpful content to foster expansion. Many online stores struggle because they use antiquated technology that can only provide their customers with subpar digital offerings. To better serve customers and advance the digital buyer experience, today's e-commerce platform architectures are built on a foundation of composable microservices that permit the seamless blending of robust content management systems and transactional processes. You can use an API-first, content-driven commerce platform to optimize your content creation and delivery strategy, enhance personalization, and function smoothly within your organization's existing IT ecosystem. Advanced Product Discovery Increases Conversion Rates and Decreases the Length of the Buyer's Journey. A company's digital services require continual care, especially if it hasn't been audited recently. Shopping hurdles are inevitable when customer and product journeys expand in complexity and breadth; this could explain why the organization sees a rise in the number of abandoned carts. According to a recent Harris Poll, the US loses $300 billion annually due to cart abandonment. To attract online buyers, marketers must give their wares prominent digital displays. Optimizing an online store's performance is impossible without using a reliable Product Discovery tool. Takeaway! The success of your online store is determined by your ability to turn a profit, regardless of the products you sell. Test the shopping cart and payment methods for usability and search engine optimization. The advice mentioned earlier will help get you far in the direction of perfecting your online store's conversion rates. We've discussed various gaps in eCommerce marketplace optimization that you should need to address to succeed. You can take help from our experts in order to optimize your marketplace and keep an eye on the latest trends. We have a team of skilled professionals with years of excellence in managing and optimizing marketplaces. Contact us now to know how we can help you. ...
read more
Virtual Marketing Officer: The power of an agency, the attention of a marketer
Virtual Marketing Officer: The power of an agency, the attention of a marketer.Aren’t you tired of agencies that are too big and busy to pay attention to you? As soon as you sign up, you get handed off to an account manager who’s trying to juggle 20 other clients. And, well, we didn’t mention the hefty price tag! But what if we tell you, we got you all covered, imagine someone would work on your bottom line, your top line, and for that matter, all the lines — Introducing a VMO who can work equally well as an Individual Contributor and a Leader, someone working on developing your marketing infrastructure, messaging, digital platforms, and brand communication. As the world outside has been shut out, the virtual world has become a rich space for brands to embrace unique marketing methods that are effective and impactful. It is time for brands to adapt to survive, and the virtual world presents them the best opportunity to do this. But what exactly is this VMO? Good question, so Virtual Marketing Officers (VMO) specialize in growth-driven marketing, thus increasing conversions, revenue, and ROI for our clients. This is done with our laser-focused ability to read and interpret your data, drive relevant content, track results, and make informed decisions. VMO's expertise in digital marketing best practices and advertising strategies guarantees exponential and sustainable growth Your VMO is well equipped with inbound and paid marketing and overall brand management, and takes care of all your marketing needs and even works as an extension of your existing initiatives. He/she spends time working on cost-effective marketing and growth plans, which are specific to your industries and in tune with your competitions. Marketers seeing a cut in budgets will benefit by moving toward cheaper and more flexible channels such as programmatic advertising, social ads, content marketing, etc. where consumer presence and available impressions increase. Some B2B brands are increasing online marketing spend to compensate for the leads they otherwise would have picked up at events. VMO's job is to figure out all these and the sofa-surfers and convert them into leads, and thus sales. Besides, we will be supporting him/her with our team of US-based marketing and communication specialists and copywriters with native expertise to curate engaging and relevant content. Imagine you don't have to worry about marketing and communications initiatives, and along with a VMO, you are also getting an entire marketing department — Copywriting, Graphic design, Website development and SEO expert, Social media management, Media planning, Inbound and Email marketing, and Campaign planning and execution. So, how will a VMO help your business to grow? You're covered from Strategy to SEO and branding to graphic design - a Full marketing service. VMO comes with a strong back team; they have years of experience and credentials to back them up. VMO will not only help with the right traffic on your website but will build your customer base. It is just about a lead; it is about a qualified lead. Cost-effective, reliable, and exponential growth-focused plan - guaranteed. A customized marketing plan aligns with your industry and your goals. Every enterprise is different, and we use a professional virtual marketing team's skills to ensure the best fit. A VMO works according to your ROI, and he/she monitors every campaign. He/she keeps track of all that goes on in the marketing world and works with his/her team to save you the hassle of finding different people for different marketing aspects. Your VMO is a one-stop-solution for all your marketing needs. Your VMO understands your business and will always suggest you the best, so much so that if he/she tells you upfront not to pay for a full-time service when you don't need it. Specific goals need specific solutions. "S.M.A.R.T. goals were never so SMART." At Saffron Edge, we do multiple rounds of interviews to introduce the VMO, who can fit your brand dynamic and be a prominent organ of your growth strategy. Just 100% value. Did we mention one more best thing? There are no long term commitments required! We work on minimum arrangements, which could be long-term, contractual, and project to project basis. With more people spending time online than ever before, SMBs need to buckle up to reach your customers digitally without spending a dime.Online marketing is the most affordable way to market their business and channel their growth positively. Why do you need a VMO? Setting up an in-house marketing team is expensive, and by contracting with a Virtual Marketing Officer, you could cut your expense by half or more. While most Virtual Marketing Officers do work remotely, that doesn't mean they are disconnected from your business. They participate with other managers to ensure the marketing strategy they design is in sync with the company's goals and objectives. By working with a Virtual Marketing Officer, you are exposed to a relevant experience that provides exposure to a broader range of expertise. Tailoring tactics to your target market's unique needs is what can leverage the skills and experience of a marketing professional who has experience with different companies across multiple industries. Virtual Marketing Officers will ensure that metrics are defined and agreed to and systems put in place to track progress as part of their strategy. Your existing marketing team is busy with campaigns and a VMO could extend his/her help. The VMO is equipped with working remotely and can manage several groups, even during peak hours. “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” – Beth Comstock When you tell a VMO "no," that is when they get excited because VMOs never take "no" as an answer, and they are trained to believe that giving up is never an option. Hearing a "yes" from the customer satisfied them the most. The first month is critical for an individual's success, an enterprise, or any initiative. If you are starting the digital transformation, you have to immerse yourself in the business and understand your customers. Review your brand, work out who your audience is, build buyer personas, and think about the buyer's journey – No honeymoon period, let's get it started! Our Virtual Marketing Officers are versatile and experienced marketing officers who have the capability to assess, manage and deliver exceptional marketing results while working virtually with you at a fraction of the cost incurred to hire an on-premise Marketing Officer. Let's discuss and clear the biggest roadblock - Getting Marketed! ...
read more
Subscribe to our newsletter
Get fresh stories, case studies, and
advice
from successful creators and industry experts.