5 reasons why social media presence is important for your business (part 5/5)
Brand authority
In part four of our series, we mentioned that higher conversion rates could be a result of trust that customers have for your brand. That trust is called brand authority.
The one thing that separates successful digital marketing initiatives from those that seem never to deliver a significant return on investment is brand authority. Brand authority refers to the trust a brand has earned among customers, and the degree to which they see your brand as a subject-matter expert. A variety of factors can influence authority, including robust and compelling content, an active online presence, and engagement over social media. The more customers learn to trust your business, the more likely they will be to patronize it. Strong brand authority is also more likely to attract the attention of influencers within your industry and retain a loyal customer base, that seeks you out first before turning to your competitors.
Social media has improved over the years, making it easier for companies to reach their target market and get more customers. Platforms like a company’s website, Facebook, Instagram, LinkedIn, WhatsApp Business, and so forth have over the years given opportunities for companies to excel in campaigns. However, creating accounts on all platforms isn’t ideal. Don’t spread yourself too thin, and find the right network based on your target audience and the products or services that you offer. Being every where might come across as too needy, of which customers cannot build any trust from that.
Getting a good understanding of what your customers want, need, and are interested in gets them to also trust you more easily. Once you curate relevant content on your social media apart from your original content, it allows you to have a relevant conversation with them. Keeping them engaged could mean you focusing on stunning visuals in your content. Be consistent with your branding across all your chosen channels to avoid confusion. Consistent visuals allow your customers to recognize your brand easier.
Another thing to keep in mind is that your posts must channel your brand’s personality. Are you more of a professional, sales-oriented brand or is your brand leaning towards entertaining yet educational persona? Finding the right voice can be time-consuming but this helps establish your brand. Be authentic when connecting with your customers.
Organic search and paid advertising on social media have also proved to work in favour of companies with potential and existing customers online. More and more brands are using campaigns to increase their visibility and generate leads. Now there’s something to think about. Leverage the power of social media and make most of your online presence by employing these tactics.
At the end of the day, social media stretches far beyond likes, comments, and impressions. Your social media channels are a direct line of communication to shoppers, and an incredible opportunity for establishing your brand as the authority in what you do. Keep in mind, trust is easily broken, so make sure you know what kind of relationship your customers want to have with you.
And CUT!
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